Updated: Jun 30
The definition of audience targeting is exactly what you'd expect: It's the practice of using data to segment consumers by demographics or interests in order to find the holy grail that is the right person on the right device at the right moment.
With audience targeting, you’re more likely to reach consumers interested in your products or services with relevant messaging. It also decreases the odds you’ll waste ad spend on uninterested eyeballs and help move potential customers down the proverbial funnel.
If you’re looking to better target your prospective customers—and stop wasting ad spend on people who just won’t convert—you've came to the right place. Today, I'll walk you through eight tried-and-true audience targeting strategies—straight from the minds of digital marketing experts.
Start with the individual target, including demographics, online behavior, purchase history, repeat purchases and loyalty.
“All of this information should be collected through every engagement channel … and resultant data must be consolidated around the individual target first,” Yu added. “Then, marketers can decide whom to target based on data profiles, segments and other model-based targeting mechanisms.”
And once you have figured out your target audience, you can start thinking about channels.
Too many organizations mix channel optimization and target optimization, but those are two equally important endeavors: the former to determine where the marketing dollars should go, and the latter to determine whom to target.
Keep asking questions about your audience targeting:
Are we reaching the audience we want?
If not, who are we reaching?
Is the intended audience responding the way we want?
Is there a similar audience the target can help us find?
In Google Ads Editor, a marketer can download, view, and assign existing audiences. Depending on our campaign type, we can target remarketing lists, custom combination lists, life events, and interest categories. It is an amazing tool,” he said. “Google [Ads] allows a marketer to do lots of A/B testing and set up 'ad clusters' to compare which campaigns are most effective.”
One of Facebook's core features is giving businesses the capability to target users on the platform based on their interests,” he said. “It provides users with only relevant ads based on their preferences. It doesn't bombard them with irrelevant stuff. In this way we are able to build content and ads that our users really value.”
Organic SEO is the best audience targeting there is because “there is nothing better than simply being in front of the customer when they search for exactly what you are able to offer.”
If your brand ranks high for relevant terms, it is targeting everyone actively searching for your products and services.