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Ad Targeting Strategies


Due to the advances in technology, more and more advertising platforms have come to fore. But by far Facebook Ads and Google Ads rule the roost.

As major online advertising platforms, Google and Facebook are responsible for most of the advertising taking place.

Obviously, you’re here because you’re either already using one of the two, or plan to use one of the two platforms to market your business.

In both cases, we have put together a few high-converting ad targeting strategies, incorporating which in your Facebook Ads and Google Ads strategies can boost your ROI.

Google Ads vs. Facebook Ads

In the debate Google Ads vs. Facebook Ads, there is no clear winner or loser because both are big platforms for online advertising.

However, it’s also true that Google has clear advantages over Facebook, which is in no way far behind. After all, Facebook is the largest social media platform, home to over 2.01 billion active users every month.

Anyway, let’s focus on strategies to optimize ad targeting, be it Facebook Ads or Google Ads. One thing is certain, implementing these ad targeting strategies will help your business improve ROAS. In other words, generate higher returns on advertising spend.

Here are some advanced ad targeting strategies to maximize your ROAS.

1. Use Google Analytics to gain Audience Information

For a marketing campaign to be successful, it’s imperative to gain access to audience information. That requires data mining. And Google Analytics is the best tool available to mine user information.

Whether you’re using Facebook Ads or Google Ads, data and analytics are necessary to conduct market research. Google Analytics is also helpful to get first-hand insight into the type of traffic your website is attracting.

Additionally, you can get to know about demographics, interests, geographic locations, devices, and other such parameters. All that data when scrutinized and implemented in the marketing campaign make Facebook Ads and Google Ads more targeted.

2. Narrow your Audience by Multiple Factors

The narrower your audience, the better targeted will be your advertisement. Use multiple factors to specify the audience. One particular reason to do so is that your ads become more relevant, consequently, click-through rates increase and your cost-per-click goes down.

Sometimes businesses complain that their Facebook Ads and Google Ads aren’t converting. They look for solutions elsewhere but don’t pay due attention to the relevance of their ads.

It matters that your ads are relevant to your audience otherwise it can’t convert.  Customizing and narrowing your audiences might help boost your conversion rate.

You can target audiences based on their interests, locations, demographics. Suppose your ads are planned to grab the attention of millennials, the best ad targeting strategy would be to target audience belonging to the age group of 18 to 35.

3. Segment Ads by Browser, Device, and Other Criteria

It matters which devices your target audience uses to access your website. Similarly, browsers matter too.  Whether it is Facebook Ads or Google Ads, make sure that you segment your ads based on the device, browser used by the audience.

See for example, by 2017 data, about 87 percent of Facebook users use a mobile device to access it. Therefore, it makes complete sense to target mobile audiences for Facebook Ads rather than desktop.

Other than the device, other factors to segment audience can be operating systems, Android or iOS, browsers. Additionally, special events such as birthdays, anniversaries, can also be used to segment the audience. For instance, ads can be targeted specifically to cater to those users whose birthday is coming up. That way ads resonate much better.

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