COOL LIKE KATNISS: HOW TO NEVER MISS YOUR TARGET Targeting Why - - PowerPoint PPT Presentation

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COOL LIKE KATNISS: HOW TO NEVER MISS YOUR TARGET Targeting Why - - PowerPoint PPT Presentation

Jan 20, 2023 91 likes •541 views

COOL LIKE KATNISS: HOW TO NEVER MISS YOUR TARGET Targeting Why Do We Do It?! Targeting Show your brand to the right environment Unless you show it to the right people at the right time your ad wont reach your goal

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COOL LIKE KATNISS: HOW TO NEVER MISS YOUR TARGET

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Targeting – Why Do We Do It?!

¡

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  • Show your brand to the right environment
  • Unless you show it to the right people at the right time

your ad won’t reach your goal

  • Find engaged consumers who are interested in what

you have to offer

  • Dream situation:
  • Goals and targeting are discussed with client,

creative is then decided per audience (could include different versions per audience depending on messaging), ad targeting is then implemented

Targeting

¡

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Channels

¡

  • 1. Paid Search
  • 2. Google Display Network
  • 3. Facebook / Instagram (NEW!)
  • 4. Twitter

¡

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Paid search ¡

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Paid Search: Targeting

¡

  • Paid Search = Text Ads
  • Paid Search ads are shown through the Google

Search Network which includes

  • Google Search
  • Google Play
  • Google Shopping
  • Google Maps
  • Google Search Partners (AOL etc.)
  • Can include OR exclude any factor of targeting

¡

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In the market for some noise cancelling headphones?

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Live on a remote island with sparkling blue water?

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Paid Search: Targeting

¡ Keyword | Automatic placement – choose words or phrases that are

relevant to your product or service and Google determines the queries it will show up for

Location & Language | Country, Region, City – Based on actual physical location,

  • r location people have shown an interest in

Device |

Shows ads on a specific device, based on their specific location, time of day, and device type

Custom Audience |

Remarket to people who have already visited your site

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Google Display Network ¡

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Google Display: Targeting

¡

  • The Google Display Network reaches 92% of all

Internet users in the U.S.

  • Choose a whole site, just specific pages, or

users

  • Contextual targeting – to match your ads to

relevant web pages

  • Audience targeting – matches to people who

are most likely to be interested in what you have to offer

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Have interests in joining a gym?

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Often research DIY bird clothing?

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Remodeling your house for one reason or another?

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Google Display targeting

¡ Demographics | Gender and Age Geographic |

Show ads where customers are located

Contextual | Shows ads on sites related to your keywords Placements |

Shows ads on specific websites that you choose

Interest Categories |

Show ads based on user interests (user-centric)

Topics |

Show ads on pages about specific subjects (close to interests but based on sites rather than audience)

Remarketing |

Bring customers back – people who have visited your website

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Facebook

¡

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  • Facebook targeting includes general

demographics and interests, even what people do off of Facebook!

  • In 2013, Facebook began partnerships

with data brokers such as Epsilon, Acxiom, and Datalogix.

  • Facebook is where people are open to

discovering – great opportunity to put your brand among those interests.

¡

Facebook: Targeting

¡

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Recently get hitched?

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¡

Enjoy physical activity in your spare time?

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Like butterflies?

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Facebook: Targeting

¡ Demographics | Basic information provided by the Facebook user:

  • Age
  • Gender

Geographic |

More basic information provided by the Facebook user:

  • Location
  • Language

Interests | These are determined by what people are connected to on

Facebook, such as Pages and apps

Behaviors |

Select people based on purchase behaviors or intents, device usage, and more

Custom Audiences |

People you already know from:

  • Emails
  • Phone numbers
  • FB IDs
  • App User IDs

Lookalike Audiences |

Reach people who look like your audiences from:

  • CRM Database
  • Website Visitors
  • Mobile app Customers
  • Page Fans
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Twitter

¡

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Twitter: Targeting

¡

  • Deliver timely messages to users based
  • n many factors
  • Turn your followers into customers and

make a profit off Twitter engagement

  • Cover the basics: select location,

language, and optional device targeting before additional targets

¡

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Tweeting about any causes or organizations?

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Following any specific people / handles?

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Follow any celebs?

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Hashtagging about something timely?

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Demographic | Gender (NOT AGE), and device Follower | Target the followers of relevant accounts Remarketing | Reach users who have visited your website Behaviors |

Reach high-intent audiences based on shopping and spending patterns

Tailored Audiences |

Using your own lists to reach those specific people

Keyword |

Reach people by what they have recently Tweeted or engaged with in Tweets

Geographic |

Based on location and language

Interests |

Serve to people whose interests broadly align with your business

Twitter: Targeting

¡

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  • Experiment with it!
  • Test different approaches to understand which

audience is the best fit and which messages resonate with different groups.

  • You may be surprised by what’s most effective!

FINAL THOUGHTS

¡

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May the

  • dds be

ever in your favor