5. Get super specific through audience targeting
Advertising platforms such as Google Display Network and Facebook Ad Manager come with predefined audiences that can help you optimize the targeting of your ads.
You can explore different data points, such as:
- Demographics
- geography
- gender
- Time user is active
- equipment
Make your audience more relevant to your advertising goals.
But many times you will find that these audiences are still quite broad.
Wide audience = higher CPA (cost per operation).
Therefore, if you want your ads to be truly relevant and effective, you can use custom/custom affinity audiences to go one step further.
Custom/custom lookalike audiences make your ads highly targeted, while revealing a large number of customer insights to help you customize your paid media strategy (i.e. content, creativity, format, etc.).
If your advertising strategy is Facebook-centric, you can then create Similar audience.
This will help you discover other new and relevant users to target.
And, of course, more relevance leads to more participation, which leads to more return on investment. Not bad 😎
With custom audiences, you can use the following data points to build your audience:
customer list
You can create custom audiences to improve targeting based on the customer data you have (i.e. email lists). This will be matched with a Google account or Facebook profile.
Website or app traffic
This targeting option matches users who visit your website with users on the advertising platform (i.e. Facebook or Google)
Facebook engagement
This is to specify a user who has performed certain actions on your Facebook, such as spending time watching your video or opening your lead form.
Interest
This is all to delve into the minds of your audience and think about topics that are relevant to your business that they might be interested in.
You can use Google Keyword Planner to provide you with ideas, or even use tools like BuzzSumo’s Topic Explorer to find relevant terms and interests that reflect your audience and the language they use.
