Firms that sell online carry out targeted advertising activities in order to develop their sales portfolio and reach wide target audiences. Thus, they have the opportunity to sell their products to customers in different segments. Targeted advertising work is done through search engines or social media accounts. In this way, the budget allocated for advertising is balanced.
What Is Targeted Advertising?
Targeted advertising works are ideal for both more efficient and more economical solutions. Generally, a specialist staff working in the company is assigned for advertising work. The data are analyzed with a detailed analysis study.
Particular attention is paid to the factors that are particularly effective in targeted advertising. The target audience of the product, its price and the campaigns created on special days are taken into consideration. Strategic studies are carried out in order to know the target audience and reach new potential customers.
With data that is of great importance in digital marketing, we’ll show you a few different ways to make sure the ad is on suitable websites. These ways will increase traffic to your website and the products you offer to the appropriate target audience will also please the customer. So let’s start to explain what you need to do now.
3 main targeted advertising steps
- Content Oriented Targeting
Content-focused targeting, a low-cost advertising method, is the healthiest way to present your ad to the audience with the highest purchasing potential. It offers ads tailored to the interests and needs of the user by looking at the specific categories and keywords found on the page a user clicked on. So how does it do that?
Think of it as a man, while surfing the internet, you encounter advertisements on different products in the form of banner advertisements or sponsored advertisements. If you haven’t searched for gifts for your girlfriend before, you are unlikely to encounter advertisements for women’s products. This is where what we call ‘Content-Oriented Targeting’ accesses the information on our website like a browser and transmits it to the ad server.
The server then uses this data to match the overlapping ads and campaigns with the subject of a web page. This system at Google collects and analyzes the data of each website to determine the main theme, and then we use keywords, location selections, language we use, our topic choices and demographic features we choose suitable for our target audience, last browsing history and other features. Matches.
Content-driven keyword targeting optimizes the users with the highest potential to buy and draws their attention to your website when their interest in a particular product is at their highest. When you start attracting the attention of users, it will be a very natural result to increase your traffic to our site.
Another content-focused advertising method is site categories that group website content by topic. Ads are published on web pages in contextual categories defined by Internet Information Services (IIS) such as health, cosmetics, furniture, and automotive.
- Geo Targeting
Are there advertisements about winter clothing when surfing the internet for someone living in an equatorial climate? Think about that. A person’s geographic location tells us a lot about any visit to our site. The location of the person provides important data on what the person is going to buy and what they want to do. In short, we can say that geo targeting is a method of delivering ads to audiences suitable for their geographic location. In this age where we use our mobile devices for long hours, geotargeting tools help us reach the right person at the right time and in the right place.
So how does geotargeting work? Remember the question we asked above. Yes, someone living in an equatorial climate may not encounter winter clothing ads, but we want to think a little differently. Maybe he bought a flight ticket to Norway, maybe he booked a hotel for a ski vacation. That’s when things change a little bit, right? So keep reading the bottom and let’s see how this can happen; Geotargeting is accomplished by tracking an individual using their IP address, geofencing system, and mobile device ID.
This method is the method used by marketers to deliver a location-based message to the user while within that geographic boundary. For geofence, when setting geographic parameters, the global location system (GPS) or radio frequency identification (RFID) is used to create a “fence” around the specified location. This method plays an important role in determining the limit to reach people entering and leaving a region or city. When they enter a geographic area, they may encounter an advertisement or message.
- Behavioral Targeting
Behavioral targeting is another type of targeted advertising method that uses our user information to further strengthen ad campaigns. This data provides a detailed analysis of the potential customer’s online clicks and purchases. The main purpose of this method is to deliver the advertising message to the target audience who show the most interest in the product.
Think about it, you have been searching for watches frequently lately, while you are browsing social media or internet sites, you are constantly seeing clock advertisements right and left, right? This process literally creates your user profile using your web searches, purchase history, the websites you visit most frequently and other information. In this way, it presents what you need, your interests, what you avoid and what you purchased as data. Using this data, companies can separate out areas you are not interested in and formulate content that is compatible with your changing preferences and needs.
Advantages of Targeted Advertising Work
Targeted advertising activities also have the opportunity to communicate directly with the customer. Potential customers can see the company’s advertisement and increase its popularity. It is possible to arrange to whom advertising campaigns will be shown directly. This ensures that the ad is not shown to people who are not related to the product or service. In targeted advertising activities, factors such as the interest, profession, age and economic status of the audience are taken into consideration.
For example, the target audience of a company that sells products related to baby supplies is usually aimed at parents. Advertising works are also made for this audience. In other words, no studies need to be done for the other mass that is not related to baby supplies. It is the biggest advantage of targeted advertising work to reach directly the relevant potential audience. This aspect accelerates returns and increases the sales rate.
Many companies organize campaigns for their products on special days. These campaigns are announced to customers through advertisements. Advertising activities are carried out for women on Mother’s Day. Campaigns are organized especially by selecting the male target audience.
It is also important to share rich visual content about the product in targeted advertising activities. The target audience should be aware of the advertising purpose. With the right strategic planning, it is possible to increase the convenience sales on special days. In addition, sales trials can be made by showing ads to different audiences.
The budget allocated by the company for advertising must be used economically. The budget allocated per impression of targeted advertising studies can also be analyzed. The target audience is selected according to the budget allocated. If the ads are shown to very large audiences and the returns are not evaluated, the allocated budget may be consumed very quickly. In order to avoid this situation, advertising activities should always be analyzed and meticulously studied.