Find out how to use target settings for improving your ROI performance.
Targeting is an essential step in achieving good performance from your campaign. The fact is that everything is interconnected in the advertising process, so if you ignore the importance of some steps, it can affect the final results.
Targeting is an intimidating step for many newcommers. That’s why in today’s article we will try to make this issue as clear as possible for you so that you feel more confident in setting up campaigns.
Let's get started!
Why do you need a target?
A target is certain parameters that your target audience must match. Options may vary depending on the type of product or service you are advertising. These settings are necessary if you want to show advertising to an audience that may be potentially interested in your offer.
We can highlight several advantages why you should set up a target:
- Ability to adapt traffic to your offer
- Increasing chances of obtaining higher ROI performance
- Budget savings, since you attract only potential customers
Preparing to set up a target
Before you start looking for a successful combination of targeting settings, there are a few things you need to do. We don't recommend targeting blindly, so you need to define your target audience.
The fact is that your audience may be several types of potential clients. Let's look at the example of medicine for knee pain:
Portrait 1: Older people who have got chronic knee pain and are looking for a way to relieve it.
Portrait 2: Athletes who are injured and need knee joint recovery.
Portrait 3: Mothers who are looking for a remedy to treat their children are therefore interested only in natural ingredients.
As you can see, one offer may be of interest to several types of audiences. These are only 3 types for example, but if you spend more time analyzing, you will definitely find more portraits.
All these portraits will help you decide on a combination of settings to reach your target audience.
OnClickA's tip: try different target settings during testing. This will help you analyze which audience is most interested in your product or service. This is a part of the optimization in the targeting step.
Target parameters
Now we move on to discussing settings.
GEOs are a basic parameter to show your offer where your audience is located. You can only select a country or a specific city, and you can also target a specific street. The most precise settings can be especially useful in advertising offline products or services: for example, you can use accurate target location and hour limits to show your advertising to users who happen to be near the store while it is open.
Device type is a parameter that is often ignored by newbies. But we recommend that you always make this adjustment. The point is that it’s better to tailor creatives separately for mobile and desktop traffic so that you don’t end up with a lack of conversions in the final result.
Operating system. You can choose not only the browser type but also the OS to achieve the best performance.
Browser language – This is also the main setting that will help make your advertising more relevant.
IP2 location types are the ability to determine the user's location. This option can be especially useful to target those users who use VPN services.
These were the basic settings, but there are additional options to personalize your offer:
- gender
- age
- interests
- date of birth
- civil status
- visiting various locations
- activity in certain applications or networks
The availability of additional settings depends on the type of platform on which you buy traffic.
Summary
In the article, we provided all the necessary information about how to target. Everything else comes with experience. How to gain experience faster and more efficiently:
- learn to identify portraits of your target audience
- try different combinations of settings for different audience types
- carry out testing
- find the most interested type of audience during testing
- experiment with target settings for a specific audience type during optimization
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