Digital advertising is a fantastic way to achieve your marketing objectives, from raising brand awareness to engaging consumers and driving sales. But if your advertising campaigns aren’t targeting the right audience, on the right platforms and at the right time then you’re likely wasting precious media budget.
Our Bubbly Consultants are experts at strategising, setting up and managing targeted digital advertising campaigns on behalf of our clients. If you’d like some advice give us a shout and we’ll have a chat about your requirements.
Ready to run a digital advertising campaign yourself? Read on for our simple three step guide on what to consider when planning and implementing an effective targeted advertising campaign.
What is targeted advertising?
Targeted digital advertising refers to the process of segmenting one large audience into multiple, smaller audiences based on certain traits, desires and the product or service being promoted to them. It can be far more effective than the alternative (blanket) approach to digital advertising, which in contrast broadcasts one general message to a large audience. To learn more about audience segmentation and how to define a marketing strategy incorporating targeted digital advertising as a tactic, read our Guide to Online Marketing Strategy.
How does targeted advertising work?
Step 1: Define
The first step to setting up a targeted advertising campaign is to define an audience group. This is defined based on user traits, which can be broken into two categories:
- Demographic: specific user traits such as age, gender, geographic location
- Psychographic: specific customer values, personality traits, attitudes, opinions, lifestyle and interests
By focusing on specific consumer traits, we can show consumers content most relevant to them. By breaking targets into individual segments (or groups) with link-minded users, we keep marketing campaigns focused and efficient thereby eliminating wastage – both in terms of media spend and ad creation budget. s
Step 2: Target
Once specific user targets have been set and channels defined, the next step is to produce engaging assets that speak to each audience segment – ensuring each individual is shown an ad that is most relevant to them.
Each ad will have a specific call-to-action that will drive the user to a destination page. This approach builds trust with users and increases campaign clickthrough rate.
Step 3: Deliver
The campaign destination page acts as a centralised source of information: a hub. The page will include product information like unique selling points, and most importantly: where to buy. By including data capture opportunities, the hub will also act as a data source: providing the ability to track how each user engages with the page and what link they click in an effort to acquire products/services.