Targeted advertising is a tool that allows you to show your advertisements to a strictly defined category of users.
The target is effective and relatively cheap – because you can pay only for ad impressions and show only to those who think about making a purchase.
“The main advantage of targeting is that the result can be assessed immediately. At the same time, having a pumped account is unnecessary: potential customers can be led directly from social networks to the site.
Targeted advertising allows you to achieve several goals at once :
- bring together the entire target audience;
- quickly and effectively tell her about the product;
- encourage users to go to the site for a more detailed acquaintance with the product;
- motivate to perform a targeted action – purchase, application, subscription, registration, etc.
Who Needs Targeted Advertising?
Targeted advertising is needed for both large, medium, and small businesses that are looking for an effective sales tool and are interested in stable and, at the same time, rapid growth of the company.
Impressive, right? Therefore, they say that businesses need to order targeted advertising – this is one of the critical tools for increasing marketing performance.
But there is another type of advertising – this is contextual advertising.
Does it feel like you’ve heard it somewhere before? You’re right. This is another type of advertising that often needs to be clarified with targeting. But the difference between them is not slight.
Contextual advertising is advertising in Yandex, Google, and their partner sites. With its help, running ads are shown after the user has entered a specific query that is close in topic to your ad. In this case, the ad is as relevant as possible and is shown at the right time in the right place.
Targeted advertising is ads on social networks: Instagram, Facebook, It is set up for users with specific parameters of gender, age, education, interests, etc. Such advertising also hits the target and corresponds to the audience’s interests if you set everything up correctly.
The main difference between the context and the target is segmenting the target audience. The target uses user data, and the context uses the keywords entered in the search bar.
How Does Targeted Advertising Work?
Where do social networks and other sites get so much information about the user?
The answer is simple: he shared this information. Remember your account. You probably have your hometown listed. What else? Your gender and age, the university you attended, your marital status, and your interests. Added to the list, for example, another geolocation – and the social network tracks your movements and, based on them, conclude that you are a homebody or a traveller.
Furthermore, if you often travel to other countries, you most likely have a high-income level and a relatively free work schedule. Everything is simple
In other words, an entrepreneur comes to the site to show his product to the audience. The social network offers him to exchange money for targeted advertising and user attention. The most exciting thing begins – setting up targeted advertising.