What is audience targeting

Audience targeting is a form of targeting (analysis and segmentation of market demand), conducted in real-time.

It is adopted for the planning and purchasing of display advertising campaigns, which are carried out impression by impression.

This is possible mainly due to the vast amount of information available in real-time that allows for an extensive stretching of a profile, through the identification and collection of personal data and characteristic habits of someone.

How to conduct audience targeting?

Audience targeting can be carried out according to different criteria, the variables used are:

• Demographics: age range and gender;
• Geographic: user's location;
• Purchasing Behavior: frequency and occasions of use for a given product;
• Temporal: time of day and day of the week.

Once all data and real-time information are collected, you're ready to perform audience targeting for display advertising campaigns.

Audience Targeting Strategies

With audience targeting, there is a higher probability of reaching consumers interested in your products or services. To make this happen, it is important to follow various strategies:

• Expand coverage with Google's in-market audience segments: using the service of Google Analytics to find affinity categories and in-market segments with the highest performance;
• Engage in remarketing with Google Ads: in Google Ads Editor, you can view and assign existing audience segments;
• Use Facebook’s Custom Audiences and retargeting: one of the key features of Facebook is to provide businesses with the ability to target users on the platform based on their interests;
• Prioritize SEO: should your brand rank well, it addresses all those actively searching for your products and services.

These are the audience targeting strategies currently used to find and reach the ideal target, reducing the chances of wasting advertising spend on an audience uninterested in a specific marketing campaign.