Okay, so you’ve developed a strategy, you’ve laid the groundwork for a successful campaign, now let’s talk about what goes into creating a targeted audience.
As you can probably tell from the name, location-based targeting will allow you to determine who will see your ads based on where they live. Meaning you can focus on specific towns, cities, or states at small or large radii. For example, if you’re running a small local gym in Scottsdale and your goal is to get more memberships, paying for people in Tuscon to see your ad is just money down the drain.
Demographics are the basic details that form who a person is.
– Preferred Language
Narrowing down these factors should be relatively straightforward. As a brand, you’re most likely already aware of who your target market is. But again, go back to your strategy and assess from there. Maybe you’re a bar running a ladies’ night promo; in that case, you’d clearly be targeting your ads towards women over men. If you’re ever unsure, revert to your strategy and go from there.
These targeted audiences tactics can be a bit more challenging to narrow down and requires more consideration. Psychographics is the classification of a person or an audience based on their behaviors, interests, and aspirations.
– Where they shop
– Shows they watch
– Personality traits
– Sports teams they root for
– Career goals
Inputting these classifications can narrow your audience pool and give you more control over who’s seeing what. It’s the digital equivalent of placing a billboard ad for your gym outside of a Weight Watchers clinic. And can you guess where that comes from? Strategy.
If you’re looking to drive serious conversions rather than impressions, utilizing psychographics is the way to go. A small, precise audience you know is looking for exactly what you’re selling will be much more effective than a broad pool of people who don’t care about your brand.
On the other end of targeting is the ability to exclude certain groups. And it’s not as harsh as it sounds. You’re not sitting at the lunch table saying, “You can’t sit with us.” you’re a business looking to make sure you’re not wasting your money.
If you’re running a daycare facility, you don’t need to be including 14-year-olds or 30-year-old single people with no children in your audience. It’s nothing personal; your product just doesn’t apply to their lifestyle right now.
It saves you money while also eliminating them from being bombarded with ads that mean nothing to them.