Product Tips: Ad Targeting Strategies
Here are four tips to ensure your ads are reaching the right people.
Digital advertising is an essential part of any advertiser’s marketing plan. However, advertising is only as effective as the targeting used when serving ads to users.
There are several approaches an advertiser can take to make sure their ads are reaching the right people at the right time.
1. Audience Segmentation
Audience segmentation is the process of creating targetable groups of users who either share an interest in the same product or show the same buyer behavior. This allows advertisers to use more specific messaging in their advertising.
One example would be a clothing retailer segmenting their users based on the type of clothing they are looking to purchase. This clothing retailer can then use different sets of images and copy for users who are looking to buy shirts versus those who are interested in buying shoes.
2. Content Targeting
Content targeting is when advertisers serve their ads next to content that is relevant to their product. This can be achieved by targeting specific domains and ad networks that focus on a specific industry, or by using keyword targeting to serve ads next to specific content.
The clothing retailer from our first example could choose a group of fashion websites to serve on, such as instyle.com and stylecaster.com. They could also decide to target individual pages with relevant content across the internet by using a list of keywords related to clothing.
Geo-targeting allows advertisers to serve ads only to users in specific cities, states, zip codes, etc. Advertisers who only ship within the continental US can geo-target the lower 48 states to avoid wasting ad spend. Other advertisers might want to geo-target users in the Chicago DMA when opening a new physical location in the city.
Dayparting allows advertisers to target users based on the time of day or day of the week. For example, a local pizza chain might drive more customers at lunch and dinner by setting up dayparting at 11am – 1pm and 5pm-7pm daily. They can then set up a late night daypart at 11pm-1am on Friday and Saturday nights for users who go out late on the weekends.
By implementing best practices in targeting strategy, the marketer can optimize the quality and reach of their digital advertising campaigns.