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How do you target and segment display ads on social media vs. other platforms?

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Display ads are visual banners that appear on websites, apps, or social media platforms to promote a product, service, or brand. They can be static or dynamic, and they can have different sizes, formats, and placements. Display ads are a powerful way to reach potential customers, but they also require careful targeting and segmentation to avoid wasting money and annoying users. In this article, you will learn how to target and segment display ads on social media vs. other platforms, and what factors to consider when choosing the best option for your campaign.

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1 Targeting options

Targeting is the process of selecting who will see your display ads based on their characteristics, behaviors, interests, or needs. Different platforms offer different targeting options, and you should choose the ones that match your campaign goals and audience profile. For example, on social media platforms like Facebook, Instagram, or LinkedIn, you can target users based on their demographics, location, language, education, job, hobbies, online activity, and more. You can also create custom audiences from your own data, such as email lists, website visitors, or app users. On other platforms, such as Google Display Network or Bing Ads, you can target users based on their keywords, topics, placements, or remarketing lists. You can also use contextual targeting, which matches your ads to relevant content on websites or apps.

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Christoph M?rtterer

Online Marketing @BOSCH Healthcare Solutions
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Don't narrow down the target group too much at the beginning, as this limits your potential reach. Run pilot campaigns to test the response. Refine your targeting with the help of performance data. Track performance not only on the social media platform on which you are launching the ads, but also where you want to achieve engagement or conversions (e.g. landing page). Feed the data back to the social media platform. They will help you to refine the targeting.

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Dan Prudhomme

Segments Defined, Sales Up | VP, Digital Sales | Target Marketing for Entrepreneurs and Businesses | 8 Figures Sold | Follow for Audience Insights, Leadership Growth, and Proven Sales Strategies
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Display ad campaigns offer a variety of targeting options to reach the most relevant audience. Social media platforms like Facebook and Instagram allow demographic targeting based on age, gender, location, and more, along with interest and behavioral targeting. Other platforms like the Google Display Network offer contextual and placement targeting. Remarketing capabilities let advertisers target users who have interacted with their brand before, while audience segmentation allows for personalized ad delivery based on demographics, interests, and behaviors. Programmatic platforms optimize targeting using real-time data. These options ensure advertisers can reach their target audience effectively.

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2 Segmentation strategies

Segmentation is the process of dividing your target audience into smaller groups based on their similarities or differences. Segmentation helps you create more personalized and relevant display ads for each group, and optimize your budget and performance. Segmentation strategies depend on the platform, the data, and the objectives of your campaign. For example, on social media platforms, you can segment your audience based on their engagement level, purchase stage, or loyalty status. You can also use lookalike audiences, which are similar to your existing customers or prospects. On other platforms, you can segment your audience based on their intent, behavior, or preferences. You can also use A/B testing, which is a method of comparing two or more versions of your display ads to see which one performs better.

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Dan Prudhomme

Segments Defined, Sales Up | VP, Digital Sales | Target Marketing for Entrepreneurs and Businesses | 8 Figures Sold | Follow for Audience Insights, Leadership Growth, and Proven Sales Strategies
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Segmentation strategies, including buyer personas, play a vital role in crafting effective display ad campaigns. By developing detailed buyer personas based on demographic information, interests, behaviors, and pain points of target customers, advertisers can tailor their messaging and targeting to resonate with specific audience segments. Incorporating buyer personas into segmentation strategies allows advertisers to create more personalized and relevant ad experiences, increasing the likelihood of engagement and conversion. This approach enables advertisers to deliver the right message to the right audience at the right time, maximizing the effectiveness of their display ad campaigns.

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3 Factors to consider

When deciding how to target and segment display ads on social media versus other platforms, you should take into account several factors. For instance, social media has a large and diverse user base which can help you increase your brand awareness and reach new customers, but other platforms may have a smaller but more focused user base which can help you generate more conversions and sales. Additionally, social media typically has lower costs and higher competition than other platforms, so you may need to bid higher and optimize your ads more regularly to stand out. Also, social media has access to rich and accurate data about their users which can help you target and segment them more effectively, while other platforms may have less or lower quality data which could limit your targeting and segmentation options or reduce your ad relevance. Finally, social media is great for creating awareness, engagement, and loyalty among your audience as well as delivering creative and emotional messages, whereas other platforms are better for driving action, traffic, and conversions among your audience with informative and rational messages.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dan Prudhomme

Segments Defined, Sales Up | VP, Digital Sales | Target Marketing for Entrepreneurs and Businesses | 8 Figures Sold | Follow for Audience Insights, Leadership Growth, and Proven Sales Strategies
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When crafting display ad campaigns, whether on social media or other platforms, advertisers utilize various targeting and segmentation strategies tailored to each platform's unique features. Social media platforms offer extensive demographic, interest, and behavioral targeting options, including lookalike and custom audiences, while other platforms like the Google Display Network focus on contextual and placement targeting. Remarketing, audience segmentation, and programmatic capabilities further enhance ad precision and effectiveness across platforms. In essence, advertisers leverage these strategies to reach and engage with their target audience effectively.

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How do you target and segment display ads on social media vs. other platforms?

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1 Targeting options

2 Segmentation strategies

3 Factors to consider

4 Here’s what else to consider

Media Sales

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How do you target and segment display ads on social media vs. other platforms?

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1 Targeting options

2 Segmentation strategies

3 Factors to consider

4 Here’s what else to consider

Media Sales

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