Targeting, or effective marketing, is one of the pillars of online marketing. Businesses often spend large amounts of money on marketing campaigns. The goal is to promote the product as much as possible to increase sales.
However, the featured product is not of equal interest to everyone. Targeting should therefore ensure that only potential customers of that product can see banner ads, videos, or ads in search engines.
Among all the users of a website, target marketing makes it possible to find a target who might be interested in the product or service in question. The more precise the filter restriction, the fewer diffusion losses campaign are important.
Depending on the desired objective, different targeting methods may be appropriate. Connect and explore different approaches to optimally acclimate your marketing actions to your future or living consumers.
Regulating and capping the frequency of ad insertion can make the difference between a buy decision or an abandonment, or even banner blindness.
Diffusion Loss: Definition
When distributing advertising, if one reaches a field larger than the initial target, especially by broadcasting in many media, the advertising campaign will likely be in vain. Since only a few targeted users are interested in your product, circulation and potential sales are not correlated.
The circulation loss is the difference between the size of the circulation and the restricted number of sales. This results in unnecessary advertising expenses. Therefore, define a target and analyze its data on pages visited favorite themes and competitive keywords, to set up a targeted dissemination plan.
How Does Targeted Marketing Work?
Within an advertising network, sites exchange data with each other to obtain the most precise customer profile possible. This is often done through browser cookies.
The files not only contain the preferred settings of a website in the browser in question, but also the user data of interest to pin down the target: age, gender, region, shopping behavior, and location. search history.
Network partners use cookies to place targeted advertising on other pages of the network. Before launching a campaign, it is therefore relevant to analyze your data to define your target.
The advertising networks such as Google AdSense, Amazon, or Facebook Audience Network PartnerNet score points thanks to a multitude of statistics because their operators are market leaders in their respective fields (search engine, e-commerce, social media).
Millions of users around the world provide them with personal information, use the search function and share their interests through likes. Advertisers design their allocation strategy founded on these standards. Ideally, users will solely catch the ads that involve them.
For example, if you search for a swimming area (beach, lake, river, etc.) at a local level, and you have indicated your family status or informed on Facebook that you have children, you are likely to receive advertisements for family accommodation in this area, or beach toys. The cause each user visits specific banner hinges on the targeting technique used.
In regulation, if you target the right target, you deliver users with everything they require or power need. If you are in unaffected dialogue with your customers, for model via newsletters or social media, they touch directly contested and cherished.
This is how we build up a loyal clientele. In addition, the information pool grows, which helps you to anticipate the wishes of different targets.
However, the use of personal data is also criticized. On the one writing, the digital society is increasingly sensitive to data defense.
The concept of a “transparent customer”, for which there is a lot of personal data analyzed and evaluated or misused, has long ceased to be a dream of the future. This is why, despite all the zeal for personalized advertising, the security aspect cannot be ignored when processing customer data.
On the other hand, following your customers incessantly in every corner of the Net often produces the opposite effect.
Potential customers can indeed be irritated if they receive personalized advertising with each new page they click on. Some will then delete their cookies. The capping helps you optimize your targeting by adjusting the frequency of the ads.
Targeting Methods: Brief Explanation
When farmers plant vegetables, they are not only spreading the seeds on the plot, but make sure to make straight furrows, maintain a precise distance between the plants, and drive them an inch or two deep into humic soil.
Grass seeds, on the other hand, are simply discarded and then watered well. If you change your growing method, neither the vegetables nor the grass will grow. Like this simple example, the outcome of a marketing campaign depends on customer demands and the choice of targeting method.
It is therefore important to consider your target and combine the corresponding targeting tactics. We organize the methods into two categories: technical targeting and user and territory targeting.
The technical methods make it possible to analyze how much time your target spends on the Internet, to determine its geographical position and its technical characteristics.
Via these strategies, you can reach your mark if they are open-minded to promotion. In addition, you can make sure that devices and browsers display your advertising materials in the best possible way.
The targeting methods that consider the users and the broadcasting context of your content are based on a thorough analysis of research and paths that your customers on the Web. It is at the intersections of these paths that advertisements should be placed that users will find useful or interesting.
Time Targeting
This method includes capping and time-limited switching. The frequency capping, literally “rate-limiting” means that within a commercial network, your ad is displayed to a limited frequency for each user.
You can also determine the numeral of inserts per user. This technique helps prevent ad-saturated users from barely noticing or rejecting your content.
Additionally, ad placement can be time-limited, ideally at specific times when your target is using the internet extensively. This allows you to effectively harness the potential of a campaign.
Geographic Targeting
Geographic targeting (also called regional targeting) takes into account the user’s location about your offer. The regional service providers or events such as trade shows and enjoy a local strategy.
For example, if you are looking for a locksmith service, the results will suggest services near your location. In this way, traders or service providers avoid distribution losses by limiting themselves to real customers.
Regionally limited advertising is also useful in the case of media offerings including copyright laws that vary from country to country. You can set the broadcast area to mainlands, nations, municipalities, or precise neighborhoods.
Targeting Through Bandwidth
This strategy allows you to identify the bandwidth on which your ad is displayed. On smartphones or devices with slow Internet access, high-quality banners or videos increase loading times.
Some browsers even compensate the loading process, to favor user amenity when scanning. With bandwidths, on the other hand, you can score points with a fun video or an aesthetic banner.
Compatibility Targeting
The display of different websites differs depending on the browser and operating system. In addition, media such as PCs, tablets, or smartphones have differences in size and format.
Customizing your banner ads for the most popular formats and browsers ensures that they look best on each of these media. For. some providers, the operating system used by the majority of targets is interesting, insofar as we must adapt the design of advertising banners accordingly.
Software developers, on the other hand, tailor ad content to the operating system in question. Are potential customers using Windows, Mac, or Linux?
Coordinated advertising offers compatible products with the respective operating system or updates. If your target only browses with Chrome or Firefox, it is enough to serve the ads on those browsers.
Keyword Targeting
Keyword targeting is a marketing method that presents effective advertising content to users based on their search inputs and therefore belongs to Search Engine Advertising (SEA).
You must first select the keywords for individual items that relate to the advertised product. They are defined as target keywords when booking a campaign in the advertising network.
As soon as people type these words into the search engine, the ad appears in the results. For example, if advertising a travel package including flight and hotel on the beach in Tenerife, it is appropriate to select associated keywords such as “beach vacation”, “diving to Tenerife ”or“ flight to Tenerife ”.
When users search for “diving” and “Tenerife”, they will receive your offer as sponsored content in the results list (provided of course that it is sufficiently relevant to their search and that there is not too much competition.
Channel Targeting
This type of targeting assigns advertising to specific thematic channels. A channel includes several sites or subpages on a given topic.
Habitat advertising, for example, appears on dedicated home and garden websites, on construction planning sites, or in the real estate portion of a larger ad network.
Targeted channel marketing is particularly suitable if you want to promote your brand. This way, distribution focuses on the channels that require an interest in your products or content.
Behavioral Targeting
Behavioral targeting supports potential customers across the network. The tool uses cookies and search inputs to define a customer profile. For example, if users organize a vacation, then they receive travel offers.
If users regularly show interest in a topic by performing multiple searches, clicking on banner ads, or staying on related pages for a long time, the tool records this information in an algorithmic chain.
The data collected forms the basis of a customer profile on which the network can adapt all existing advertising campaigns. the retargeting works the same way, but the focus is on the customers you want to reach directly.
Errors And Limitations Of Targeting
Sometimes some errors can occur during targeting. Common causes are ambiguous terms and homonyms. If a keyword has multiple meanings, the ad may appear in the wrong place.
If users search for the combination of ‘Tenerife’ and ‘Pass’, for example, the search engine offers both hikes through mountain passes in Tenerife and information on official passports, visas, and vaccines.
The two terms belong to the theme of “travel”, but evoke associations of different ideas according to the users: mountain hikes, winding paths, and panoramas, on the one hand, the passport, tedious administrative procedures, and travel preparations. travel on the other hand.
