Case 1. A dance school from St. Petersburg Examples of successful launched a campaign targeting girls aged 18-35 who are into fitness and a healthy lifestyle. Advertising with stylish videos from classes attracted hundreds of new students.
Case 2. An auto parts store set up a target for men aged 25-45 who own certain brands of cars. Bright product cards taking into account automobile preferences brought +30% to sales.
3. Audience segmentation and target audience selection
Audience Segmentation Methods
Before setting up a target, it is important to segment the audience – divide it into homogeneous groups based on key characteristics. This allows you to create more personalized advertising messages.
Basic segmentation methods:
- RFM analysis – division by recency, frequency and amount of purchases
- Cohort analysis – dividing by common uae email list characteristics and tracking the behavior of cohorts
- Segmentation by types of needs and motives
- Segmentation by lifestyle, values, personality type
Criteria for selecting the target audience
After segmentation, you need to select priority target audiences for advertising targeting. We evaluate segments according to the criteria:
- Size and growth potential of the segment
- Solvency and willingness to pay
- Availability through advertising channels
- Compliance with the capabilities and belgium numbers specifics of the company
- Level of competition for the segment
The ideal target audience is large, growing, solvent, easily accessible, and poorly covered by competitors. In practice, it is often necessary to balance between criteria and choose the most promising options.
4. Testing and optimizing advertising campaigns
Stages of target testing
Don’t expect perfect results from the first launch. Targeting is always about testing hypotheses and constant optimization. Break the process down into stages:
- Initial hypotheses on target audiences what else can be added based on business analysis
- Launching ads to broad segments to accumulate data
- Analysis of responses from different user groups
- Disabling ineffective segments and increasing budgets for targeted ones
- Further audience segmentation and advertising personalization
Key metrics of targeting effectiveness
Be sure to track key performance metrics for targeted advertising:
- CR (Conversion Rate) – the proportion of clicks that lead to the target action
- CPA (Cost Per Action) – price for target action
- ROI (Return On Investment) – return on investment in advertising
- CTR (Click-Through Rate) – clickability of ads
- CPC (Cost Per Click) – cost per click
Compare metrics across audience segments, creatives, and platforms. Strive to maximize CR, ROI, CTR, and minimize CPA, CPC. Experiment, but don’t forget about the statistical reliability of the results.
5. Typical mistakes of targeted advertising
Audience too broad or narrow
One of the most common mistakes is choosing the wrong audience width. Too vague a target leads to impressions to non-target users and waste of budget. And going overboard with narrowing the target audience limits the reach and can significantly increase the cost per click.
The golden mean is an audience that is large enough to scale a campaign, but at the same time as close to the portrait of an ideal client as possible. Regularly analyze the size and quality of the audience, do not be afraid to adjust the settings.
Mismatch of creatives with audience interests
Even the best-configured targeting won’t work if the advertising creatives are disconnected from the real interests and needs of the audience. It’s not enough to just show the product to the right people, it’s important to hook them with the content of the ad.
Study the insights of the target audience – what these people think about, what they want, what worries them. Adapt the content, speak the language of your customers. For example, to promote children’s products, focus on care, safety, development. And when advertising gadgets for advanced youth, use fashionable slang and visual trends.
Ignoring seasonality and trends
The effectiveness of the same settings takens at different times can vary greatly. The reason is seasonal fluctuations in demand, changes in advertising system algorithms, new trends in user behavior.
Be flexible, follow current analytics, industry news. Plan campaigns in advance for seasonal sales peaks. Update creatives regularly and don’t forget about non-standard approaches such as targeting similar audiences (look-alike).