Calming Beauty Product
Targeting in marketing is the selection of a specific target audience and the creation of campaigns specifically for it. This approach allows you to make the ad more personalized and accessible. This increases the involvement of the target audience and the chances that the lead (potential buyer or client) will perform the target action – purchase the product, sign up for the course, and so on.
How marketing targeting works
Monitoring. Information about a potential consumer is collected: age, hobby, location, social status and other details. It is necessary to understand what social networks the target audience uses, what sites it visits, when and so on. The more data, the better, because you need to target a specific group of users.
Analysis. At this stage, all collected information is analyzed. Based on the data, you can understand how a leader can act, where he will receive an advertising message, his preferences and other nuances, which will then help in setting up a campaign.
Content creation. Now, based on the analyzed information, you can create a personalized message that will interest the target audience or its segment. Advertising targeting on the Internet should be perceived by a person as if the ad was created specifically for him.
Placement of advertising. Having information about where the leads spend their time, advertising channels are selected. These can be search engines (Google Adwords) and social networks (Facebook, Instagram, LinkedIn and others).
Types of social media targeting
In social networks, the same approaches that we talked about above apply. But it’s worth talking about what social media targeting is like. It is divided into views depending on how the content is displayed.
- Image. There is only one photo or call-to-action picture per post.
- Multiple images. Allows you to better show the product or create a teaser ad.
- Video. Includes video. It is a good way to involve the target audience.
- Slide show. An alternative to video, suitable for advertising on mobile devices, as it does not require a lot of resources. A great option if targeted targeting is intended for users of portable devices.
- A selection of goods. Such a post will show several products with a call to action.
Let’s consider Facebook targeting as an example
Facebook is a great platform for targeted advertising. This social network is popular all over the world and has a huge number of users in a wide age range. In general, the Facebook audience is solvent and receptive to advertising.
The main benefits of advertising on Facebook include:
- Placement of ads in the visible part of the screen. Ads appear not only in small blocks on the side of the page but also directly in the news feed, which makes banners more visible.
- Lots of targeting options. Detailed Facebook targeting allows you to designate the clearest portrait of the target audience.
- High requirements for advertisers. To run ads on Facebook, you must comply with the rules for posting and passing ad moderation. A business page should inspire confidence, advertise officially acceptable products and services, and use high-quality and informative advertising. Such requirements also increase user confidence in advertising.
How to set up Facebook targeting:
- Create a business page on Facebook. You must designate at least one user with a personal page as the page administrator.
- Create an account in Facebook Ads/Facebook Business Manager. Through the service, you can set up, launch and analyze campaigns, as well as manage your budget.
- Create a campaign. When creating a new campaign, you must specify its name and purpose – traffic, conversions, visits to offline points, and others.
- Set up a campaign. At this stage, you need to set all the necessary targeting conditions – gender, age, location, and audience interests. You can use targeting by marital status, income level, and other characteristics.
