March 28, 2020
4 Ways To Target Your Customers Online | Facebook Ads vs Google Ads

4 Ways To Target Your Customers Online | Facebook Ads vs Google Ads

If you are running any form of online
advertising for your business, whether that be Google Ads, YouTube, Facebook,
Instagram, you want to make sure that those ads are going out to the right
people that are gonna buy your product or services. If you don’t know, that’s
what this video is for. We’re going to make sure that you are targeting to your
exact market, and making sure that those conversion rates are going up. So, you’re running online ads. Congratulations because that is already the first step
in better marketing for your business. But do you know who those ads are going
out to? Are you just boosting posts on Facebook without really knowing who they are
going out to, who’s converting and who’s actually gonna buy your product or
services. That’s why targeting is so important. It is a key part of our jobs
every single day, and it makes sure that the people that are going to buy your
product or buy your services are actually the ones seeing your
advertising. One major benefit that digital advertising has over traditional
forms of advertising, is you can actually target the person you’re looking for
based on their demographic, interests and location. So first of all, why target?
It’s a simple fact that targeted ads just perform better. They’re much more
relevant, they get better engagement figures and therefore they’re much more
likely to result in a conversion. Because the ads are more relevant,
because you’re getting better engagement because they perform better as a
whole, you’re going to be spending less on your advertising, you’re gonna
increase your return on investment and essentially make more money. So for
example, if you were running a women’s skincare brand and you had a shop in
Kent, it’s no good pushing your ad out to middle aged men
in Scotland. That’s simply going to waste time and is very unlikely to result in
a conversion. So instead of targeting every man and his dog, you’re only
getting your ad seen by the people who want to see them. So it’s all very well
me saying “Oh target” but what are your actual options? So let’s talk about
Google first. What are your targeting options when using Google advertising? So
we’ve got age, gender, parental status, location, interests, household income, the
videos they watch, the websites they visited, the searches they’ve conducted
online and engagement. So whether that person has been on your website or
engaged with any of your content. So already we can see there’s a whole host of
different options rather than blanket marketing to every man and his dog. But what
about Facebook and Instagram? Well for the most part, the targeting options are
really similar to Google advertising, but as you know people tell Facebook a lot
of information about their lives, so this is the sort of information you can use
when you’re targeting them with your ads. So we’ve got age, gender, location,
interests, pages they’ve liked, life events for example have they recently got engaged
or married. Job titles, their political and social positions and engagement as well.
Whether they’ve been on your Facebook page, whether they’ve been on your
website or used for example an App. A great example of this is if you’ve
recently been engaged, people put up photos of their engagement on Facebook
and generally add it as a life event, but then you’ll find you get ads for wedding
dresses, wedding bands, wedding venues, wedding everything. Everyone wants to sell
to you because they know that’s what you’re going to be buying soon. But
which option is better? Should you be using Google advertising, display advertising,
YouTube advertising or should you be using Facebook and Instagram? And the
answer to that is it depends where your customers are, and it also depends what
decision stage they’re at. So here we’ve got a lovely picture of a marketing
funnel or some people call it a sales funnel, but which stage are your
customers at? If they’re at the awareness or the interest stage, it could be that
Facebook and Instagram advertising is the way to go. Whereas if they’re at the decision or action something like Google PPC
advertising is going to be absolutely perfect. Also where are your customers? What platform are they using? It’s no good
advertising on Facebook if all of your customers are on YouTube. So choosing the
right platform is just as important in targeting as the ads themselves. Okay so
these are the key questions you need to be asking, and if you don’t take anything
away from this video, make sure that you take away this because it’s really
really important. Number one, do I have a type of customer?
You need to take a look at your business and decide who your customer is. Are they
male, are they female what’s their age range, what’s their
location, what are they interested in. And that leads us on really nicely to
question number two. Do I already have data? So if your business has been
running for a while you’ll have these figures, you’ll know
who your customer is, you’ll know who’s most likely to buy your product, and who
most commonly buys your products and services. This data then allows you to
target people of similar demographics. Question number three, what customers do
I want? Now this is really important because it may be that the customers you
have aren’t the customers you actually want. For example you could be a luxury
brand, you’re getting a lot of customers on your website and social media pages
that just look at your products and no one’s actually buying. So what you want
is people with a high household income that is more likely to actually purchase.
Question number four, who buys from my competitors? So think about who your
competitors are, think about the customers they’re attracting, think about
what platforms they’re having those conversations. Are they getting really good engagement on Facebook? If so it’s likely that’s
where your customers are going to be as well. This leads us really nicely on to
question number five. What platforms do my customers use? Find that platform and
target them there. And question number six, when do they use them? Time is actually a
really important factor that we haven’t yet spoken about. The time at which you
target a potential customer could be the difference between them buying and them
not buying. If someone’s just browsing their phone or in bed at 1:00 a.m. just
before they go to bed, it’s very unlikely that they’re going to call you, or make
any sort of purchase. Whereas if that person sees your advertising during the
day they’re much more likely to take action. Ok, so you’ve chosen a platform,
you know who you’re going after, you’ve chosen your demographics, what do you put
in your ad? Now making your ad relevant is just as important as targeting it to
the right person. The way a teenager and a pensioner are going to perceive the
same advert is going to be very different. The same way as a man and a woman, so therefore it’s really important that you
create your ads with the relevancy geared towards the person you’re after.
So for example if you’re running an ad that only targets women don’t use
imagery that only has pictures of men. If your’e running an add that’s targeting the
age range 50 plus, don’t start using terminology that’s only used by years 20
and below. This might sound really, really obvious, and I’m sorry if I’m being
patronising, but you would be amazed at the number of ads we see that do this.
There is no one-size-fits-all in this situation, and the last thing you want to
do is spend all that time and energy targeting specific groups or
demographics or interests, and then just make one ad and send it out to all of
them. So if you can, split your audience out into around about four or five
different groups and choose specific imagery and copy for each of those
groups. So let’s look at the examples I’ve just used which one of these ads
do you think is geared towards a younger generation, and which
one do you think is geared towards an older generation? They’re both from the
same holiday company, they’re both advertising the same country, but one is
very, very different to the other. How about this example. Do you think a woman
is more likely to buy after seeing the ad on the left, or the right. So let’s sum
up. One, you should definitely be targeting your ads. Don’t target every
man and his dog. Two, there are loads of different targeting options to choose from, Whether you are using Google, display
advertising, Facebook, Instagram. Loads of different options. Three, decide
who your customer is, what customer you want, and where they are. Four, once you’ve
got those groups, make relevant ads with great copy and great imagery. Ok guys,
that is our really brief guide to targeted advertising and how to use it as part of
your digital marketing. As always if you have any questions at all, please, please,
please do get in contact with us. We’d be happy to answer any queries you have., on Twitter @marketing_ AM or on Facebook /ammarketingUK. Now that you’ve seen this video, go away and have a look at your own
digital marketing, have a look at how you’re targeting your ads and think is
there anything that I could be doing to improve this? Happy targeting! Bye!

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