Shafqat M. is a professional content writer who has helmed digital marketing projects for the last 5 years.
Ad Targeting: Due to technological advancements in digital marketing, more advertising platforms have come into being. But by far Facebook Ads and Google Ads rule the roost.
I have compiled a list of ad targeting strategies ( Facebook Ad Strategies and Google Ad Strategies) that will help maximize your ROAS.
Advertising Targeting to Improve ROI & ROAS
As major digital advertising publishers, Google and Facebook control most of the advertising run digitally. But you need advertising targeting to reap its benefits.
This article covers the best and most effective targeting advertising strategies in this article so that can maximise your ROI and ROAS.
You are here because either you are already using one of the two, or plan to sign up for Facebook or Google advertising platforms in near future to run a marketing campaign for your business.
Whichever the case, we bring together high-converting ad targeting strategies for Facebook and Google Ads to boost your ROI if rightly implemented.
Google Ads vs. Facebook Ads
In the raging debate, Google Ads vs. Facebook Ads, which one to go for, there is no clear winner, or loser either, because both are the major platforms for online advertising.
However, it's also true that Google has some clear advantages over Facebook, but is in no way behind it by miles.
After all, Facebook is the largest social media network and boasts over 2.01 billion monthly active users worldwide.
Anyway, let's focus on strategies to optimize ad targeting, both for Facebook Ads and Google Ads.
One thing that can be said with certainty is that implementing these ad targeting strategies will help your business improve ROAS or Return On Advertising Spend.
In other words, generate higher returns on advertising spend by implementing ad targeting strategies mentioned below.
Here are Some Advanced Ad Targeting Strategies to Maximize your ROAS
1. Use Google Analytics to Gain Audience Information
For a marketing campaign to be successful, it's imperative to gain access to the audience information.
That requires data mining. Google Analytics is the best free analytics tool available to mine into user information.
Whether you're using Facebook Ads or Google Ads, data and analytics are necessary to conduct market research.
Google Analytics is also helpful to get first-hand insight into the type of traffic your website is attracting.
Additionally, you can also get to know about demographics, interests, geographic locations, devices, and other such parameters.
All that data when scrutinized and implemented properly in the marketing campaign make Facebook Ads and Google Ads more targeted, hence yield better results.
2. Narrow your Audience by Multiple Factors
The more narrow your audience, the better targeted will be your advertisement. Use multiple factors to specify the audience.
One particular reason to do so is that your ads become relevant. As a result, Click-Through Rates (CTR) increase and Post-Per-Click (CPC) goes down.
Businesses often complain that their Facebook Ads and Google Ads don't convert as much as they should.
While looking for solutions elsewhere, they don't pay enough attention to the relevance of their ads.
It matters that your ads are relevant to the audience you're targeting. Otherwise, it won't convert.
And customising and narrowing your audience might help you to boost your conversion rate.
You can target audiences based on their interests, locations, demographics.
Suppose your ads are designed to grab the attention of millennials, the best ad targeting strategy in the present case would be to target the audience falling in the age group of 18 to 35.
About 87 per cent of Facebook users use mobile devices to access Facebook. Therefore, it makes complete sense to target mobile audiences for Facebook Ads, not desktop.
3. Segment Ads by Browser, Device, and Other Criteria
It matters which devices your target audience uses to access your website. Similarly, browsers matter too.
Whether it is Facebook Ads or Google Ads, make sure that your digital advertisements are segmented based on the devices and browsers used by the target audience.
See for example, by 2017 data, about 87 per cent of Facebook users use mobile devices to access Facebook.
Therefore, it makes complete sense to target mobile audiences for Facebook Ads, not desktop.
Other than the device, other factors on which to segment audiences can be operating systems, Android or iOS.
Additionally, special events such as birthdays, anniversaries, can also be used to segment the audience.
For instance, ads can be targeted to specifically cater to the users whose birthdays are coming up. That way your ads will resonate much better with your audience.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Shafqat M