Targeted advertising is one of the tools for promoting goods or services on the Web, with the help of which you can “hit” your target audience as accurately as possible. Targeting is used by advertisers in social networks, and its main task is to bring as many interested users (potential buyers) to the landing page as possible.
In order to correctly and finely tune targeted advertising, many advertisers and arbitrageurs use the myTarget advertising platform, a special tool where you can specify all the important audience parameters:
- age;
- floor;
- social status;
- marital status;
- GEO;
- etc.
Based on this data, ads will be shown only to those users who meet the specified parameters. But, with this setting, you need to take into account many nuances in order for the advertising campaign to be successful and profitable. Let’s look at 7 such nuances. By keeping them in mind, you can get more leads and, as a result, profits. But first, let’s look at the types of targeted advertising.
A little about the types of targeted advertising
Conditionally targeted advertising is divided into 5 types:
- Wide. It implies segmentation of potential customers according to all their characteristics (age and gender, GEO). If you select a group according to these parameters, you can get the widest possible coverage. But you also need to separate your potential customers by gender and GEO (more on this below).
- Custom. The target is configured according to a ready-made user base. That is, for those people who have already interacted with the advertiser in some way. With this approach, remarketing, for example, works well.
- By interest. Having dealt with the hobbies and hobbies of their target audience, they are shown relevant advertisements.
- Audience by interests. Essentially the same as the paragraph above, but with the only difference that the campaign is set up taking into account the interests that the user has registered in their profiles on the social network.
- Social network group users. Compared with all the previous points, such targeting allows you to segment the target audience as much as possible. There will be no restrictions on hobbies, interests or hobbies.
7 tips for working with targeted advertising in myTarget
Let’s move on to the most interesting. Remember the 7 nuances below and your targeted ads will be 10 times more effective than competitors’ ads.
1. Use your time wisely
Suppose you have already analyzed your target audience (and you definitely had to do this) and know all its features, imagine who he is – your “ideal potential client”. For example, this is a teenager or a young person aged 18-25 years. It is better to show ads to such a contingent from about 7-8 to 10-11 in the morning, as well as in the afternoon and after 7 pm. Why this particular time?
- in the morning schoolchildren / students get to the educational institution;
- after dinner they have free time;
- in the evening they are also not busy with anything important.
During all these time intervals, young people usually spend time on social networks – chatting with friends, watching various “photos”, pranks, interesting videos, etc. Moreover, myTarget users also note that it is during these time intervals that the highest performance of advertisements for these age groups is observed.
2. Don’t forget the story
When setting up a campaign in myTarget, it is also important to keep in mind the history of past campaigns – do not forget to analyze them and think over new, more effective promotion strategies. That is, you need to pay attention to:
- the images that caused the most reaction;
- the text that provoked the most clicks;
and so on.
Therefore, your main task is to adjust the settings and each time launch more and more interesting campaigns that will bring more leads. And in no case should you try to revive past campaigns – concentrate only on high-performance ones and try to work in the same format.
3. Get creative and bright
High-quality, and most importantly, relevant, creo – almost 75% of success in promotion. And since myTarget essentially sets up ads, the duration of which will be only a few seconds, you simply have to squeeze the maximum efficiency out of the creative. In other words, the user who watches the ad must, after the first glance at it, understand “This is it – what I need!”.
Here it is important to remember and understand one point – you should not copy the successful decisions of competitors. You need to create your own unique creatives, not the same as those of thousands of other advertisers.
4. Use Only One Ad Per Audience Segment
When working with myTarget, use one type of targeting for each advertising campaign. For example, a remarketing group or interest targeting of representatives of the target audience. Moreover, in this way you will be able to more effectively evaluate the effectiveness of each campaign.
By launching and analyzing each ad for a specific segment, you can competently optimize your work and improve ad conversion. For example, by setting up remarketing, you can identify those who returned to the page and make them upsell.
5. Don’t mix interests, hobbies and audiences
To ensure that your campaigns in myTarget are always highly converting, divide ads by topic. Eg:
- You work with remarketing settings and rely on the age parameters of the audience that previously interacted with ads.
- If you specify any interests and other additional parameters for the target audience in the settings, then reduce views even more.
Or vice versa – when setting up the audience according to its interests, do not take into account remarketing, since in this case it makes no sense to wait for an increase in the number of views.
6. Target a wide range of users when setting up a campaign
When launching a campaign for the first time, it is better to adjust the parameters for a wide audience. This way you can get the most statistical data (for example, clicks, views) for further work with statistics. And after studying this data, you can already divide your target audience into different segments in more detail.
7. Use separate targets for million-plus cities
If potential customers of your product live in different cities of the country, you should set up separate ads for regions with a large number of inhabitants. The thing is that, for example, certain humor, interests and products may be more understandable to residents of city X than those living in city Z. And for small cities, such approaches may turn out to be losing in every sense.
Effective ways to engage your audience
Finally, let’s figure out how to effectively interest your target audience. So, in the process of developing a creative and text for it, always follow these rules:
- address your target audience – in addition to the promotional offer itself, use imperative verbs like “write”, “order”, etc.;
- select an image that is relevant to the product – it should “hook” potential customers, show them something that will really interest them;
- remember the call to action – at the end of the text or on the banner itself, write what exactly the user should do: “go to the site”, “register via the link”, “click and get a bonus”, etc .;
- choose bright images that catch the eye – show the product “face” (if it is a physical product), if possible, do not use images downloaded from search or copied from competitors;
- always keep an eye on your competitors – do not rush to flip through the ads that you see on social networks, but rather linger and evaluate it. Think about whether you want to buy the advertised product? If yes, then why? Always take the best from competitors.
Targeted advertising is a highly effective tool for promoting a wide variety of goods and services on social networks. After all, the potential consumer is shown exactly what can be useful to him. And your task when setting up a target is to do everything possible so that a potential client becomes successful – wants to buy your product. Therefore, adhere to everything written above, and also remember about the constant analysis of competitors.