An average person sees 6,000 to 10,000 ads per day. The extreme saturation level should come as no surprise, thanks to the internet. As people move away from traditional print and television channels, digital marketing expands the opportunity for businesses to promote their products, resulting in an exponential increase in online advertisements.
To cut through the noise and outsmart the competition, businesses need to refine their focus and reserve their resources for potential customers who’ll yield them the highest return. Targeted advertising became the best way to do that.
What Is Targeted Advertising?
Targeted advertising uses customer data to segment audiences according to their demographics, interests, locale, and purchase behaviors (e.g., abandoned cart products, repeated purchases, current subscriptions, etc.). This segmentation enables marketers to tailor specific ad messages to their customers’ preferences and needs.
Investigate these targeted advertising strategies that will yield the best results for your company.
Assure customer data safety
Audience targeting can be invasive to an extent. With all the platforms, tools, and data generation methods available, marketers and businesses have the means to trace every activity they do online. No one appreciates that level of unsolicited online surveillance.
Businesses need to guarantee their audience’s peace of mind regarding their privacy. Otherwise, the suspicion won’t only prompt them to deny data collection, but they’ll also opt out of your band entirely. Here are some ways to build trust with potential leads:
- Be transparent. Specify what data you’re collecting and how you plan to use them.
- Allow control. Let customers opt out of having their data collected, so they don’t feel coerced into surrendering their personal details.
- Skip sensitive information. Refrain from asking about medical history, race, religion, political affiliation, and other sensitive and stigmatizing data.
Work on your SEO
Good SEO is targeting the bull’s eye. Taking the lead on the search engine results page (SERP) means you’re at the forefront of people looking for the type of products and services you’re offering. They’re the crème de la crème of leads, as the purchase intent is already clear. You’re a step closer to winning a purchase. Being on Google’s first page also grants you more than 80% of all the clicks per query.
Prioritize existing customers
The bulk of your business comes from your customer base. Compared to first-time buyers, they spend an average of 67% more. Customer retention also increases your profitability from 25% to an impressive 95%. This is why brands invest so much in customer loyalty programs.
Campaign launches often give you the impression that you’re out to win new customers. While that’s part of the goal, re-engaging existing customers should be at the top of your list. Their familiarity with your business makes them more receptive to your upsell and cross-sell pitches. They’re also 5 times more likely to repurchase.
Spy on competitor targets
Competitor analysis has long been a crucial part of any marketing plan. Understanding your competitors’ strengths and weaknesses enables you to determine a gap in the marketplace that you can use as a brand-defining opportunity to stand out.
There are tools available to deepen your competitive research, especially in the audience targeting aspect. You can retrieve competitor data from Google Analytics Facebook Audience Insights, check the keywords they’re using, and see the demographics of their audience. Google Ads also lets you view local competitive search terms that you can leverage as an advertising opportunity.
These insights help you refine your audience targeting and win over your competitor’s customer pool. Partnering with a reputable marketing team of Google Ads PPC experts can assist you in developing a winning ad strategy. Targeting strategies ensure the right message gets to the right people. Customers are more likely to interact with advertisements or information tailored to their needs and pain points.
But don’t hyper-target
While audience customization ensures that you’re hitting relevant audience groups, casting a wide net might be counterproductive. You’re limiting your reach to a precise group of people. Widen your target parameters. For instance, tap a more general scope of people using office supplies rather than narrowing your view to corporate setups only. Also, make your presence known on top search engines, various social channels, and top ecommerce sites and platforms.
Conduct A/B testing
The only way to gauge your ads’ effectiveness is to gauge your audience’s response to them. Even the most well-planned campaign won’t generate the same reaction with the same crowd.
Sharpen your approach by A/B testing your ads. Create two versions of your campaign and run them for different target groups. Alter the criteria over time and see which of them impacts your engagement. These can be age, gender, location, or device. The results let you know what your audience prefers to see, taking the guesswork out of your ad targeting.
Never Miss a Shot
People often find advertisements disruptive. Producing ad campaigns your audience won’t skip is already a win. Here are some of the best ad targeting strategies to help you hold their attention, promote brand awareness, and drive record-high conversions for your e-commerce.