Targeted Advertising: When Creativity Hits the Target

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The term "target" is translated from English as "target", and targeted advertising really solves the most important task of business - attracts only those users who meet clearly defined criteria. When setting up a campaign, the advertiser can specify such parameters as the geographic location of the target audience, the age and gender of individual representatives, their interests and much more.

Unlike contextual advertising, which is aimed at a "warm" audience actively on page seo service searching for a product or service of interest, targeting is aimed at less interested people who fit the criteria of the target audience. They may not yet know about the existence of a product, but already have corresponding needs that a business can meet with its help.

When launching your first advertising tool, it is worth focusing on choosing the right semantics, as well as using them in ads. Targeted advertising is, first of all, an impact on those who fit the profile of a potential client of a particular business. If contextual ads work best when placed in search results, then targeting shows excellent results in social networks. Attracting attention with bright and interesting creative, it takes users to a Telegram channel, a VK group, a blogger's personal page or a website.




Thanks to methodical warming up already on these resources, a person moves from the category of "cold" lead to the caste of "warm" potential clients. When the warming up is completed and the user satisfies his interest in the product, we can talk about the performance of the target action - purchase. In simple words, targeted advertising is a kind of hook that catches the client's attention, and the context is an anchor that calls on him to stop and pay attention to certain information.

Advantages and disadvantages of targeting
Target is rightfully considered one of the most effective methods of promotion on the Internet. Its advantages include:

The ability to customize your campaign in such a way as to show ads only to representatives of your target audience, without wasting your budget.
A huge number of settings for choosing who will see the advertising creative. This allows you to divide the target audience into separate segments based on common features, creating a separate ad for each of them.
Generate traffic in the location you choose. Ads do not call for an immediate purchase decision: their task is to arouse interest for further, more detailed acquaintance. Thus, targeting significantly increases the number of transitions to the landing page.
The ability to solve several business problems at once: from collecting leads to increasing website traffic and, as a result, increasing profits.
Thus, targeting is a great way to get the most out of social networks that your clients probably use. This digital tool also has certain disadvantages. The most sensitive ones include the need to understand the requirements of each platform for launching targeted advertising, constantly study your audience and be able to formulate creative text briefly and succinctly to stimulate clicks to the site.

Is this legal?
The essence of targeted advertising is that ads are seen only by those users who, from a business point of view, are interested in certain goods and services. Beginners often think that platforms for launching targeting do not operate entirely within the legal framework, transferring people's personal data to advertisers. After all, how do they know what a particular user likes, where he lives and how old he is?

We hasten to reassure you: such information does not relate to personal data in the understanding of the current legislation: this is not the series and number of your passport in combination with the password from Gosuslugi. By giving numerous permissions during registration, users themselves open access to the display of ads taking into account their preferences, tastes and other parameters.

Consider your geolocation too: if you are constantly moving around the country or traveling abroad, social media algorithms will assume that you like to travel and that your income is above average. Add to this your interest in certain communities and your own posts on social media, and you have a whole dossier that will tell marketers everything about you!

Targeted advertising: examples and types
The type of targeting, as well as the settings, directly depend on the social network where you plan to launch such advertising. For example, in Telegram Ads, which allows you to display ads in any open channels and works on the auction principle, only the text format is available, and the creative size should not exceed 160 characters with spaces. But this example is more an exception than a rule, so it is worth dwelling on the different types of targeting in more detail.