When it comes to advertising, it’s all about getting your message in front of the right people at the right time. Thanks to social media, display and search engine marketing platforms, it’s easier than ever to reach your target audience. Before launching a media campaign, take a look at these targeting tips.
Think strategically before tactically.
Before considering any targeting strategies, reflect on who your customers are, what their behavior looks like and where they spend their time. Identify an audience persona by researching your target audience’s interests, lifestyle, demographics and search habits.
Start with the basics.
Select relevant locations and languages before refining your audience. Exclude people that don’t fit into your ad goals. For instance, if you are running a Facebook ad with the goal of brand awareness, exclude people who have already liked your Facebook page.
Be specific, but not too specific.
The more specific you get, the more you reduce the number of potential customers. With this in mind, determine what your campaign goals are and find the right balance. Are you launching an awareness campaign? You would likely benefit from casting a wider net with a more generalized audience. Are you looking for conversions? Consider using a specific, hypertargeting strategy.
Utilize A/B testing on ad copy, landing pages, call-to-actions, targeting techniques and images to gain a better understanding of a campaign’s successes, failures and future optimization opportunities.
Track, track and track some more.
The worst thing you can do for a media campaign is leave it untouched for weeks (or even months) after the initial setup. Careful tracking will not only ensure that your campaign is delivering on pace, but it can also provide insight into your audience’s preferences. Monitor your campaign’s performance as early and as often as possible, and make proper optimizations every step of the way.
Record and analyze historical data.
Historical data is most helpful when it comes to launching a successful media campaign. Throughout a campaign, keep an accurate and detailed report of performance—when it’s time to launch another, you’ll be thankful you did.
Ready to get started? From research and planning to implementation and optimization, Designsensory can help. Contact us today!