Targeting
Advertising
Advertising
Targeting is deciding who sees an ad or message: based on keyword, interest, behaviour, location, attributes or your own customer lists.
On search networks the keyword is the strongest form of targeting: someone tells you what they want. On social and display you define the audience up front, with the algorithm increasingly making the selection from your conversion data.
In practice a three-layer build works: your own data (customers, site visitors), lookalikes of those, then broader audiences. Measure each layer separately, because cost per result differs a lot.
Tip
Give platforms room instead of targeting too narrowly, so the algorithm can learn and your costs stay in check. Steer on your conversion goal rather than manual exclusions.
Related terms
- DemographicsDemographics are measurable attributes of people: age, gender, location, education, income, household — or job title and company size in B2B.
- PsychographicsPsychographics are about motivation: values, attitudes, ambitions, worries, lifestyle and buying motives.
- RemarketingRemarketing is advertising to people who previously interacted with your site, app or customer base.
- Target audienceYour target audience is the group of people or companies you want to reach, described by characteristics, situation and buying behaviour.