What is targeting ? It is a smart way to show ads only to those who are really interested in them. Targeted advertising hits the mark – it finds people who will like your product or service. Like a sniper among advertising tools, it selects potential clients by their interests, age, online behavior and other parameters. And that is why modern marketers love working with it so much.
1. The essence of targeted advertising
What is target?
So what is targeting? Essentially, it is targeting advertising to a specific group of users united by common characteristics – demographic, psychographic, behavioral. Instead of massive bombardment of everyone, the advertiser focuses on potential clients.
Imagine that you have a store selling expensive uk email list Swiss watches. Obviously, targeting ads at schoolchildren or pensioners is not the best idea. But wealthy men aged 30-50 are just the thing! This is how the targeting principle works – we identify the target audience and direct communication specifically to it.
Main types of targeting
Advertising platforms offer a variety of targeting options. The main ones are:
- Geographical – by countries, regions, cities
- Demographic – by gender, age, marital status, income
- Psychographic – by interests, hobbies, values
- Behavioral – based on search queries, visited belgium numbers sites, actions in social networks
- Temporal – by time and days of ad display
By combining different types of targeting, you can very accurately outline the portrait of the target audience. For example, girls aged 25-35, living in Moscow, interested in yoga and healthy eating. The more specific the target, the higher the chances of a response.
2. Social Media Targeting
Features and capabilities of targeting in social networks
For many companies, social networks are a priority platform for targeted advertising. And for good reason! After all, giants such as VKontakte, Odnoklassniki, Telegram provide huge opportunities for targeting.
In addition to standard settings for demographics how to build a successful coffee brand with a strong team and geography, unique options are available – targeting by subscriptions and groups, positions and companies, travel and mobile devices. And algorithms based on Big Data learn to determine more complex parameters – income, marital status, car ownership.
Step-by-step targeting setup on VKontakte
Let’s look at VKontakte as an example to see how to set up effective targeting step by step:
- In the advertising account, we select the campaign goal – traffic, conversions, brand awareness, etc.
- We determine the budget and schedule of showings.
- Let’s move on to targeting settings:
- We set the geography and demography
- We add interests and communities that are typical for the target audience
- We exclude unnecessary categories – children, pensioners, etc.
- Specify the time parameters of impressions
- We create attractive creatives – texts, pictures, videos.
- We launch a campaign, analyze statistics and optimize settings.