The purpose of targeting is the same as for other types of advertising – to convey information about your products or services to potential customers. The only difference is that instead of trying to reach as large an audience as possible, the opposite is done – targeting, that is, an attempt to select from the general mass exactly those people who will be most likely interested in your offer.
The benefits of this approach are obvious: using targeting, you can achieve significant optimization of your advertising budget. What do you think is more profitable: spend money to paste over the entire area with advertisements for the sale of dog food, or hand out leaflets at veterinary clinics?
Is it always possible to “target” an ad correctly?
Obviously, no one will give up the opportunity to target advertisements for their products or services. But is it always possible?
Ad targeting has limitations. For example, it is extremely difficult to use in the B2B sector due to the fact that this method relies on specific people, not companies. People willingly share personal information on social media. This makes it possible to find out their needs and offer them the appropriate goods or services.
Of course, setting targeting for B2B is possible, but you need to choose the right target for targeted advertising. For example, if you provide security services, you can show ads to all people who have the position of “director” or “entrepreneur” in their profile. There are also many thematic communities on social networks, in which certain professional topics are discussed. If a person has entered such a community, then he can be shown a corresponding advertisement.
Types of targeting
Obviously, there are many ways to target advertisements. It all depends on your tasks. So, let’s describe the main types of targeting.
It is also called geotargeting for short. The essence of geo targeting is clear from the name. In it, the message is shown to the target audience by geography, that is, place of residence. With regard to contextual advertising, this means that ads must be shown to residents of a specific city or region. For example, you shouldn’t cover other cities when you have delivery only in Moscow. When it comes to social networks, positioning accuracy is even higher here – right down to the streets.
You can use data on the user’s location almost everywhere, even when generating messages for an online consultant on the site. An example of this use is showing ads for a free shipping service, but only to visitors who live in the same region as the seller. The rest will see something different.
This targeting option is related to user behavior on the site. For example, you went to geekwebsolution.com and read an article about targeted advertising on social networks. When you read to the very end, we can show you a banner. It is unlikely that after reading you will be interested in an SEO Company in Surat or website development, but promotion on social networks is quite possible.
This method is used by many online stores when they send emails to users who put an item in a virtual cart but did not buy it. Various email tracking services offer great opportunities for advertising. So, for example, a special code can be inserted into the body of the letter that will show whether the letter has been opened or not. And if a person does not read your proposal, you can send him a reminder.
Also, behavioral targeting can be successfully used in social networks. An example of such targeted advertising is an online toy store that displays ads to users who leave comments or likes in communities dedicated to children’s topics.
In general, this method of targeting advertising messages is not as effective, plus it is difficult to track and configure.
It would seem a simple and natural fact – to advertise to people exactly those products that interest them. But the target audience isn’t always obvious. To be effective, targeted advertising sometimes requires a lot of research. With direct associations, everything is clear: we show fishing accessories on anglers’ forums, and auto parts – in groups of motorists. In this case, there is not much difference on which pages of the forum the advertisement will be placed.
A more difficult point would be, for example, selling collectible comic book figures. In this case, you need to place targeted ads thematically, that is, for Batman and Superman figures, the DC comics forum threads will be targeted, and Spider-Man and the Avengers need to be advertised among Marvel fans.
Obviously, ads that advertise winter tires will be inappropriate in the summer, and conversely, there is no point in showing beach accessories in the winter. Cafes or companies organizing food delivery should even take into account the time of day: show ads with invigorating coffee in the morning, show ads for hearty business lunches at lunchtime, and in the evening – sushi and delicious desserts.
You can also distribute contextual advertising by time, depending on the demand for your services. Analyze when you receive the most hits and customize impressions around that time. The same can be said for the days of the week. For example, for entertainment organizations, the target time to deliver targeted ads would be the end of the work week.
The simplest example of such targeting would be birthday ads. If you know that a visitor’s birthday is coming up, it’s time to show him a message about a personal discount.
But the Internet offers many more opportunities for advertising. You can segment your audience by age group if your products or services imply that. So, it hardly makes sense to show teenagers age creams, and to older people – youth clothes.
Choosing the most effective type of targeted advertising
Among the listed types of targeting, is there the most effective one? Is there a type of targeted advertising that would cover the largest number of your needs? We think you already know the answer. It is necessary to use all methods in combination. Here’s an example to illustrate how this works.
Imagine a young man collecting Batman figurines. He saw targeted ads on a profile group of a social network and went to a site that sells such figurines. Went through the pages, but never bought anything. At the same time, his data remained with the seller.
After a while, when there are a few days left before the collector’s birthday, he will see an advertisement again, which he will direct to the store he already knows. Only this time it happened not by chance, but thanks to the retargeting function – the ability to contact those who have already been on the site.
The young man got acquainted with the catalog of the online store and again was going to leave without buying. Just before closing the page, he was shown a banner with a special offer. Moreover, the discount was offered precisely for the figure that he considered the longest, and in return he was only asked to leave an email address. The collector gives up and makes a purchase.
Obviously, for success one type of targeted advertising is not enough. In this example, we used both behavioral and interest targeting. If you show your imagination, then the story of the interaction between the store and this young man can be continued for a long time. They will send him letters, offer promotional codes in exchange for reviews, and so on.