Here’s Why your Online Advertising Needs to be Targeted

Did you know that your Facebook online advertising could appear in front of “physicians in Topeka, Kansas” or “females, 40-45, in New York City”?

One of the best features when it comes to online advertising comes is the ability to target specific audiences. Whenever businesses invest in marketing or advertising, they want to reach their core audience. It could be in a community newspaper or on a broadcast commercial. That target audience is important because your marketing budget is valuable.  Why pay for circulation numbers that have nothing to do with the audience with you’re trying to reach?

It’s one of the great features of the very affordable options that Facebook advertising offers. Let’s look deeper into these target audience options.

Where Does the Data Come From?

Think about the information collected online when you fill out a form or a social platform profile like Facebook. All of the information you include – geography, college, interests, employer, job titles, etc. – gets collected by the host, in this case Facebook.

When we create ad campaigns in Facebook for our customers, we can’t see individual people, but I can tell you that 1,777,354 people list “Nurse” as their Job Title in their Facebook profile. In most cases, we probably aren’t going to run a campaign with that big of an audience size, but we can then narrow the list down, to be most effective for our client’s purposes, by city, age etc.

Where Have We Seen It Work?

The more detailed we can be in a Promoted Post, Boosted Post, Like campaign, PPC campaign or in Re-Recruiting/Social Recruiting campaign, the better the results have been with audience reach, impressions and ultimately clicks and click-thru-rate.

For example, we had a client that wanted to reach its main audience in California but also wanted to promote itself in the surrounding states. Their industry was pretty specific and they made a healthy investment in a “Like Campaign” that started on July 1.

Now, remember, the goal of a “Like Campaign” is to increase the number of Likes on your Facebook page. Why would you do that?

When you continually post good content to your Facebook page, then more people will see your company news, product promotions, positive testimonials, etc. That develops a relationship with your increased audience size so they are more likely to pick up the phone or e-mail you when they have a need you can fulfill.  And, if you recall one of our previous articles…only about 2% of your audience is seeing your Facebook posts without any investment on your end.  So, in addition to the benefits of monetary expenditures on boosting visibility to your posts, a large audience means that your 2% figure will be greater than it was with less “likes”.

What Were the Results?

In six short weeks, this client went from 1,329 likes to 2,483 likes – an increase of 1,154 likes or 86.8%! That all came by targeting their industry in their core state and also in surrounding states where they have a potential audience.

In that same timeframe, the Facebook traffic back to the website increased by 197 percent while overall website traffic increased by 32 percent!


Start Using Targeted Audiences to Boost Your Online Effectiveness Today!

Given the relatively low cost and the ability to drill down to a specific audience, we believe that every business should be using some sort of paid online advertising. Not every solution will work for everyone though. Instead of Facebook, you might need to target a more niche audience through a campaign on Google or look to create brand awareness through remarketing.

Whatever your business challenge is, reaching the right target audience is imperative. Online advertising is a great way for that, and BARQAR Marketing can help you achieve that goal! Contact our great team today to get started on working through the right online advertising option for your company goals!

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