Published: 07.02.2022 Updated: 14.08.2023
Targeting is a type of advertising that is shown to a specific category of users based on publicly available information from their profiles. Understanding the target audience for preparing creatives, simply put, with its help, users are shown ads for goods and services that they are most likely to be interested in.
In order for such advertising to work as efficiently as possible, you need to set the right settings, and first of all, determine your target audience.
Vlad Bogutsky, founder of B91 Targeting Agency, lecturer at WebPromoExperts Academy, Ex SMM Head at EVA Store Line, lecturer at Alfred Nobel University, spoke about how to do this at the SalesDoubler webinar. Here you can get why understanding the target audience for preparing creatives is very important
Despite the fact that we will talk about cases from a relatively narrow niche, the rules for segmenting and compiling ads are about the same. Therefore, using the examples from this article and the webinar, you can draw up a plan for scaling absolutely any business or project.
More than 3,000 hotels + apartments are registered on the popular Booking.com booking service (albeit indirect, they are also competitors in the hotel business). The first step to preparing a good advertising campaign is the question “Why should you choose your hotel?”.
To answer it, we move on to the next step – to highlight the USP and benefits.
In the case of hotels, it can be:
In general, there are many criteria by which different categories of people ultimately choose a hotel, and the creative is prepared based on their wishes. Simply put, we analyze the target audience, segment it and offer each segment what it most needs, is important, or at least interesting (or even better to combine!).
For example, when preparing creatives for an audience of parents with children, it makes sense to focus on hotel services that are most likely to interest them:
You can interact with users in many ways. Some of them find it more convenient to communicate in social networks, who prefer to make a purchase directly on the site without unnecessary conversations, while others need to be periodically reminded of their company.
Therefore, we have identified 4 main options that are suitable for promoting most projects.
An excellent option for promoting the service is messages in Messenger and Instagram Direct.
Unfortunately, few people use this function in practice, since many marketers do not fully understand the principle of direct contact with potential customers.
In this case, in the creative itself, we offer customers to write to Direct on their own – this shows that the audience is already interested.
It is important to use direct calls, for example:
The last two examples also attract additional value. Sending a message on social networks does not oblige a user to actually order a service or buy a product, but the company will have his contact and the opportunity to close this consumer for a purchase in the future.
There is also the concept of “customer lifecycle”. This means that a person can make several different touches in relation to a brand/company/product (subscribe to social networks, ask questions, follow the news, etc.), but eventually place an order after a certain time.
Conversion is the ratio of visitors to the resource or those who viewed ads and received leads. In fact, this is an indicator of the efficiency and profitability of your resource.
When working with conversions, there are a number of details that are also important to set up: for example, confirm the domain, set the priority of events, and then just launch the campaign.
First of all, this format is associated with the promotion of the publication, and this can be done to build a funnel both through the address manager and through the Instagram application (using the “Promote” button).
Retargeting is a strategic way to remind users of products they were previously interested in and bring them back to the site or app to complete the order. The same applies to services: for example, if a person previously viewed hotel rooms, but did not book in the end, you can remind him of yourself after a while.
As an option, do not just report your benefits in general, but offer something that can have additional value – a discount, a free service, a consultation, and so on.
An example of the result of the tests in the Republic of Kazakhstan of one of the hotels
It is important to understand here that very often people contact in the Messenger and through Instagram, ask questions, but in the end, not everyone performs the targeted action.
It is also worth noting that on one of the advertising projects for conversions to the site, we lead people to a web resource so that they place an order there.
This is another advertising campaign for an another hotel, and here everything is the other way around. Here conversion rates are higher
If there are difficulties with conversions, there may be several reasons, and they all need to be checked. The main rule is that it should be convenient for the client to use the site and place an order.
Therefore, you should immediately check if there are any problems related to usability.
We already talked about launching creatives in targeting at the very beginning. This format helps to effectively advertise a product or service: show it not to all users, but only to those who are included in the advertiser’s target audience.
In the case of targeting, it is important to pay attention to such details:
One of the important points to pay attention to is the alignment of the funnel. Obviously, no matter how attractive options for retargeting or calling past visitors with invitations may seem, you still don’t have to be intrusive.
If the user is pulled from all sides “Buy / order more”, most likely he will simply unsubscribe and refuse further interaction.
Instead, it is better to provide as much information as possible about the benefits and advantageous affiliate programs, so that the client has access to information and can make a decision for himself. It is logical that if the profile in social networks or the site is well packaged, the content is attractive, the advertising is set up with high quality – the level of services and their promotion speak for themselves.
One of the important details is the content that companies place on their website and social networks. Ideally, he and creatives in targeting or retargeting should complement each other.
For example, if a user sees an attractive advertisement about the conditions in a hotel, he will be interested in learning more.
In the hotel profile customer should see more information about rooms, service, additional services + high-quality visual. In this case, his interest is likely to continue.
Otherwise if there are no useful information, photos and videos, there is almost no point in launching the advertising campaign.
In addition, it is important that the user clearly understands how he can contact the hotel staff or book a room online. If you have to search for contacts or a link for a long time, most likely, the user will be too lazy to do this, and he will go to competitors.
An example of a creative demonstration of hotel breakfasts. Photos work better than a detailed description, but it still makes sense to post them along with images and menus.
The important thing here is that everyone has their own vision of good service, high-quality interior, delicious breakfast. Therefore, the visual allows users to evaluate with their own eyes where they will live.
In addition, the opinions of other visitors are important.
You need just a few seconds to repost stories
To summarize ideas of what can be shown:
Another interesting service that is often offered in hotels is photo shoots. It also produces great content, and clients usually post their photos on social networks.
You can repost from the client profile. Especially good if you can show the interior of the hotel in stories or posts
Now that we’ve covered the importance of identifying target audiences let’s dive deeper into the target audience analysis process. When you pour traffic, it is fundamental understanding the target audience for preparing creatives and to understand that the target audience is not just “members” of a certain group but also an important key to an effective marketing strategy.
Target audience analysis is like cartography in an unfamiliar world. You define the boundaries and study the terrain, looking for hidden treasures and opportunities in its depths. In this analysis, it is important to reveal the trifles and go deeply into the role of the audience to understand it. To attract a lead, you need to know your buyer well. You must clearly understand your target audience and the triggers that may affect the future lead. Learning needs, desires, concerns, fears, and interests allows you to create compelling content for advertising campaigns that will meet their needs and “touch” them personally. We discussed this in detail in the article “Triggers in marketing, or how to manipulate the buyer.”
A target audience is a group of individuals or potential consumers with common characteristics, interests, needs, or behaviors that make them suitable for consuming a particular product or service. The target audience can help the affiliate drive traffic more efficiently.
Understanding the target audience helps traffic arbitrageurs focus on effective and efficient audience acquisition strategies, contributing to increased conversions and profitable results of their advertising campaigns.
Discussing types of target audiences, we are talking about a way to define a consumer. You need to understand the future lead’s intentions and for whom exactly you are creating an advertising campaign. You can segment your audience into groups or further define them using certain categories.
The most straightforward and most understandable type. People looking for a specific product want to gather more information before doing so. The important thing to understand here is that this type “searches” product information. These are the people who use the “comparison” features on websites. First of all, these are buyers of premium goods, household appliances, cars, and real estate.
A powerful “driving force” for purchase is interest. It is necessary to analyze what your future ice admires – a football fan, an athlete, or a biker. If the product you’re promoting aligns with a particular hobby, that will make things easier. Knowing this data will help you connect with your audience and identify buyer motivation and behavior.
Humans are social creatures and tend to form groups. It must be understood that today there are many subcultures, ranging from music to those who support a certain sports team, those who watch “anime” or are fans of “Marvel” or “DC”.
As you may have guessed, defining the target audience involves research to determine who you want to reach and how to achieve this in a way that will stand out from the competition.
We already know that knowing your target audience is a strong point for an affiliate marketer. Now let’s talk about data analysis. Since it is we who can understand what our lead is fond of. How old is he, and how can he be interested?
One of the best ways to determine who your target audience is to look at who is already buying your product or service. How old are they, where do they live, what are they interested in? A good way to learn this is through social media. Each has a different audience, so viewing analytics across all platforms is important. For example, Twitter tends to have a younger audience, while Facebook tends to have an older one. Instagram is a visual platform, so your channel must have visually appealing content. Knowing these things, you can start planning your strategy accordingly. You can read about different social networks in our article .
You know the advertised product, so you can look at the advertising campaigns that competitors are doing and analyze how buyers react to them. You have to look at the trends in the market to come up with something that will set you apart.
Character creation is a great way to get to the bottom of the specific segments that make up your target audience. This is especially useful if you have a product that appeals to many consumers. Personas allow you to find your target consumers’ general demographics, personalities, and needs. Personalities are created based on data, surveys, digital acquisitions, and any other information from which marketers can better understand the buyer. This may include favorite hobbies, TV shows, publications, etc. It is recommended that affiliates develop three to five characters. So there will be a strong enough sample, knowing which you can launch a powerful advertising campaign.
When developing your marketing strategy, it is also important to be clear about who is not your target audience. This aspect will help you avoid wasting effort and resources on unnecessary or untargeted users. You need to understand who your target audience is. Since there is a “minus” word in analytics, it is here. It is important that you do not send traffic to an audience that is not interested in your product. The narrower your target audience, the more effective advertising will be. And you will not merge traffic.
Excluding unnecessary audiences from targeting will help focus attention and resources on those who are really interested and can become your lead. This will lead to better results, lower costs, and higher conversion efficiency. This can be done according to certain characteristics that must be worked out in sufficient detail.
The answers to these questions will help you understand who is not in your target audience and help you avoid driving traffic to “unnecessary” users by focusing your efforts on those with the greatest potential for interaction and conversion.
Google Analytics offers extensive user data. This information can be used to identify key insights, such as what channels your target audience is coming from or what type of content they respond to the most, allowing you to make better data-driven decisions for media planning.
The target audience is the people most likely to show interest in your offer and product. Understanding the target audience for preparing creatives is very important. Understanding their problems, pains, fears, and doubts is of great importance.
Knowing your target audience correctly helps you achieve accurate social media targeting, develop effective communication strategies, and create content. Relevant messages, competitor analysis and budget optimization, depend on it.
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