All about Audience Targeting in 2023

[muskanislam99]

Does everyone working in marketing and media need to know how to implement Google and Meta campaigns?
If you are looking to grow your business, or increase sales, then understanding your customer is key.

Targeting a campaign will make the difference between mediocre growth or results and success.

When you have already done the work of – defining your digital strategy, designed an action and communication plan, prepared your website to improve the user experience, hired the best designers who know how to adapt the message to each advertising and media format – and still don't see the results?

In this case, we need to change our mindset, and instead of focusing on general strategies, we should study the segmentation methods that advertising platforms specifically offer. This way, you can improve your CTR (click-through-rate = audience interest in your ad, relevance) and conversion rate (number of desired actions achieved / number of clicks)*100).

Does everyone need to know how to implement Google, Meta (aka. Facebook, Instagram and Messenger ads) campaigns?
Of course not, but, if I may use the term, it is “very useful” to know how these platforms group their users and offer these clusters so that advertisers can communicate with them.

Let's go over the basic concepts so that everything is clear if you decide to enroll in the advanced course on hearings .

One-size-fits-all marketing has its limitations in terms accurate mobile phone number list of how effectively we can reach the right people with our communications. Trying to capture everyone with the same message is like firing multiple shots without aiming directly and hoping to hit someone.

Instead of creating generic marketing messages that don’t speak to anyone in particular, in digital we have the possibility of segmenting audiences (=dividing them into subgroups) based on characteristics such as interests, behavior and purchasing habits, life events, seasonality, and demographic data. Creating these segments, in addition to allowing for a more detailed analysis of results, also has another advantage: we can create specific ads for each group, and these personalized messages help with conversion and improve the brand’s image by being relevant and personalized. If you are planning to create personalized campaigns, it is an effective way to learn about the possibilities that the various advertising purchasing platforms offer.

Imagine that you have a new company, which is still little known, and now you have a clearance sale campaign. The ad you create for people who have already had contact with the company is different than for new customers, so you may need to explain a little more about the company beyond the discount.

Let's move on to segmentation: starting by differentiating new audiences from remarketing audiences (=people who have already had contact with us). How can we find new customers among the new audiences we are going to communicate with?

If we are a sustainable fashion brand produced in Portugal, does it make sense to choose people with an interest (affinity) in fashion as the audience for our Facebook campaign ? Knowing that fashion includes everything from Primark, to Zara, Prada and Näz or Isto (only these two are sustainable brands). How could we analyze the results if we have such a broad group to whom we show our sustainable brand? If we already have a list of customers (email or phone number duly collected with consent), do you know that you can ask Meta machines for help, and ask them to analyze these people and find people among the users who have profiles similar to our customers? As? Creating Lookalike Audiences .

You've heard of these concepts, but never put them into practice, or you're not sure if you're taking advantage of all the possibilities that the platforms offer, so sign up for this new course and become a pro in segmentation and audience creation.