Audience Targeting Strategies On Various Platforms

By Author: Shweta Sharma
Total Articles: 18
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Billions of people use Instagram, Facebook, and search engine like Google, Bing, etc. Method of targeting people on these platforms may vary but the concept is the same. You can segregate a bunch from these billions of people based on interest, demography, behavior.

People follow certain pages on Facebook, search for products on search engines. You can gather all the data on their behavior and interest. Optimize ads accordingly to boost conversions. To do so on various platform, you have to take help of various ads experts- Facebook ads expert, Instagram ads expert, Google ads expert, Bing ads expert, etc.

Why is it important?

Audience targeting helps you to reach customers who fall in your product category. For instance, in the fashion industry, you may like to target people of the age group 16 to 25. When you ...
... are aware whom you have to target, things become quite clear in your mind. Now you can design messages accordingly.

You will also save a significant amount of budget by audience targeting because your ad will be shown to an only selected audience.

How you can do audience targeting?

Giants like Google and Facebook use cookies to collect data from online users. You can count behavior, attitude, values, and opinions through their activities online. You can figure out their choices, lifestyle, an estimate of income level, etc. People of higher income would like purchasing from expensive brands like Gucci but a person falling in the middle-income category will only show interest. So you can take the help of a re-marketing strategy for those because they may feel not ready to buy it at some other point in time. This strategy including many others are explained thoroughly in below- mentioned points-

• Expand reach- Google in-market audience

Mostly people like to search for products online, i.e. they have buying intent. People falling in such categories are in-market audiences because their purchasing is not over now. It is easy to target people with such intention. As we search for any product, ads pop-up in no time in front of us. If your product has all the things at the right place- image, description, price, etc., the probability of sales become high.

Though it may not happen in one go you can always rely on re-marketing to fulfill your purpose. You can always show them your ads later, maybe they were not ready earlier but now they can buy.

• Track actions on your site

Track activities on your site that will tell you how customers are interacting with your site. On tracking you will get a fair idea about your customer and you can serve them your ads accordingly. You can track call ids, location, of audience.

• Audience targeting on Facebook

If you have ever noticed while scrolling pages on Facebook that all the videos and feed are relevant to your interest. If you don’t like any feed, you can always remove it and you will never see that stuff again. Facebook allows advertisers to target audiences based on interest and behavior.

On Facebook you can analyze click-through rates, cost per click, actual conversion, etc. and figure out the re-marketing strategies.

• Search engine optimization

SEO is the best way for targeting because whenever a user searches for something, your blog or article will pop-up to provide a solution. If customers get engaging content on your site, they will visit your site.

These were few points for audience targeting which is used by top digital marketing experts but technology is changing rapidly, keep practicing and experimenting.