When it comes to targeting your social ads, what should you consider in order to find the perfect audience?
Perhaps the greatest evolutionary feature that has resulted from the recent history of advertising is the specificity with which you can be targeting your social ads. By properly targeting your social ads, you can significantly increase your reach and decrease your cost-per-acquisition, whether that is new followers, clicks or something else.
But so few publishers are taking advantage of these advanced targeting capabilities and it is hard to understand why. After all, one of the greatest benefits of running a social business is increasing efficiencies, and this is one of the ways in which that can be done.
So next time you decide to run a social advertising campaign, keep a few of these important criteria in mind for targeting your audience.
This seems like an obvious one, but it is so rarely used. Instead of A/B testing ads on social media to find the right audience, most brands simply throw out a net and hope to catch something.
The ability to target users by interest is extremely valuable. You can craft ads around these targeted interests in the hopes of finding higher engagement (often achieving that goal). People are out there telling you what they like; why not listen?
People of different ages have different priorities. More importantly, your key demographic of customers might fall into a particular age bracket.
The ability to target by age means that you can specify whether you want your ads to reach an already engaged audience, or try to penetrate a new age demographic. Again, targeting by age allows you to test different copy to see what kind of rhetoric resonates with a young or older audience.
While this is a feature unique to LinkedIn, it is extremely valuable when trying to reach decision makers.
Often, we do not have control over whether or not the people seeing our ads are decision makers at their respective companies. We simply have to hope. On LinkedIn, however, we can not only see the job level of our engaged audience, but target an audience by seniority. This makes it much easier to reach decision makers and get your message out to the right people.
Again, this is a demographic that seems obvious, yet publishers are not using it in the most effective ways.
As with age, people in different locations (even within the same country) have different priorities. If you sell skiing equipment, you won’t want to target people in South Florida. (In fairness, that’s an oversimplification of the issue, but the easiest way to convey the message.) Craft your ads according to the priorities of the people in specific locations and change the message for others.
One of the most valuable features of Twitter and Facebook advertising is the ability to target users who follow or like similar brands on the network.
When someone likes other brands in your industry, they are all the more likely to be interested in your brand. By targeting your ads and sponsored messages to these users, you can be sure to see your clicks and conversions rise.
Remember, even if your super targeted social audience is small, it is a group of people that are more likely to engage with the content you are sharing. Would you rather have ten million impressions, or an engagement rate ten times the industry average with a sensationally low CPA?
What are some of the target audiences you hope to reach with your social advertising strategy? Tell us in the comments below or on Twitter!