Select the Right Audience for Your Digital Ads
Have you come across digital ads before? If not, there is no need to worry. We’ll look into what digital ads are and why they’re important. Also, we’ll look into the criterion to use if you want to select the right target audience.
How do digital ads work?
There are two types of digital advertisements. The first is an image or video (e.g., a banner ad). The second one is a link to an online shop (e.g., a “click to buy” ad), which initiates your transaction directly with the seller/marketer mentioned within the advertisement by sending a payment request via PayPal, credit card, etc.
How does it make money for the publisher/ website owner?
Digital advertising uses digital technologies such as Google Adwords, Microsoft adCenter, and Facebook to advertise a product or service. In this form of advertising, banners or other graphics/videos can be placed on websites/web pages within a certain business model. Pay Per Click (PPC) on search engines and affiliate marketing programs are commonly used together with digital advertising. Sometimes emails are also used to send advertisements through email.
How Do You Select the Right Audience?
To be able to create quality ad content, you need to know who your ideal target audience is. Knowing this will help prevent mistakes from happening when creating ad content. Getting this wrong can lead to lesser clicks, which leads to a lesser chance of getting sales.
Here are some things that you need to consider before choosing a target audience:
1. Age and gender
There is nothing wrong with wanting to target a specific group of people. However, do not just target your specified age group or gender. If you do, you are limiting yourself. You do not know what may happen if the particular group does not respond to the ad or product that you are promoting. You might have been targeting men from ages 18-25 when suddenly, you see that your targeted audience is women from ages 25-35 years old who have been using your product or service for quite some time.
2. Location
It is not a good idea to target an audience in a location that you do not know much about. For example, if you own a business in Asia, it would be wrong to target people who live in the US as your audience since they will not be able to understand what you are selling. Targeting people who live close to you will help improve your chances of getting sales since there are fewer language and systematic barriers between you and your customers.
3. Business
Do not target an audience that does not fit into your main service or product category. For example, if you make a pizza business, it would be best to choose people interested in buying pizza. If you sell cosmetics, it would be best to choose women who like makeup; this will help you achieve the objective of your digital advertising campaign. You can also see what your competition is doing to know what ads they place on their websites. Consider what you like about the ads and what you don’t like. You can try to do something similar if that works for your business.
4. Demographic information and market segmentation
If you are familiar with this concept, it will be easier to choose an audience that fits into a specific age group or gender. You can narrow down your results by location and by business as well.
5. Competition
Competitive analysis is something that all businesses need to do to achieve success. It will help you develop the right message and design for your ad content. You can easily find out what your competitors are doing by checking out their websites. Look through their websites and figure out what works for them. You can also look at what they are not doing that you like and implement it into your campaign.
6. Financials and budget
Before you start your campaign, you need to be sure of how much money you are willing to spend on the entire campaign and how many clicks you will be aiming for; this is important because it will help in deciding which platform to use.
Check out your competition. What do they do to achieve success? How much are they spending on their campaigns? Use this information to help you decide the right amount of money to spend on the campaign. Compare the amount you spend with what those advertisers have spent because this will help you determine if it is workable or not; this will also help you determine which platform would be right for your campaign and what ad format, among others, would work best for your business and target audience.
The above points and a few more should be given proper consideration before starting your digital advertising campaign; this will help you get the most out of it. For effective content creation and ad placement, you need to use Google Analytics to understand how your campaigns are doing. You may also want to hire a marketing agency for assistance with this process. You can always contact us if you have other questions regarding digital advertising or any other questions that you may have regarding creating content for your digital ads.
Categorized in: Digital Marketing
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