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Audience Targeting in Performance Marketing

28-Mar-2022

Performance marketing is the new bae; it has become one of the most valuable marketing strategies used by businesses worldwide. This is because this marketing system has proven profitable with other advertising mediums. Businesses use performance marketing to monitor and optimize business results.

Also, performance marketing enables tracing of customers tracking third-party follower based and budgets. It is a method used to create customer awareness and generate more revenue. Performance marketing combined with audience targeting gives a remarkable result and a focused marketing system. Audience targeting can be used to reach specific audiences for different ads.



What is Audience Targeting?

Audience targeting is a strategy employed by digital marketers to get their ads to people who are particularly interested in the goods or services they have to offer. It is a method of identifying people based on their interests and other characteristics specific to the ads to be shown. Psychographic data is important in audience targeting; data such as customers' values, lifestyles, interests, beliefs, and options effectively target an audience. Location, gender, behavior, income rate, and educational level are examples of demographic data included in audience targeting to solve customer issues.

Audience targeting in performance marketing helps digital marketers segment audiences according to their wants. This goes a long way in creating more conversions and revenues for companies and brands. Although it's not magic, audience targeting has proven to be effective and resourceful in performance marketing by showing brands and companies the right people to target at the right time.



Types of Audience Targeting -

  • Demographic audience targeting: The demographic audience type of targeting depends on demographic data. This segmentation deals with family size, gender, age, religion, ethnicity, etc. These data are segmented into different market categories, and it is important to know how to efficiently use the demographic audience targeting. Combining different variables makes demographic audience targeting more effective. It provides specific information about your potential customers in a group. It allows marketing analysts to decide their needs and which group will create the most conversion on a specific product or service. Demographic audience targeting aims to determine subgroups, their characteristics, and their interest in a population of people. An example is showing your business site or product to men under the age of 40 interested in workout equipment and earning up to $200,000. Demographic audience targeting is the best way to get your product to a specific audience.

  • Psychographic audience targeting: This type of audience targeting is also known as interest targeting. This focuses more on the interest of the audience, their opinions, lifestyle, values, personality traits, and the activities they engage in. When these data are collected, an ad specific to these groups of people can be created. An example is showing organic and natural wine to vegan communities.

  • Behavioral audience targeting: This type of audience targeting is particular about the audience's behavior. An example is showing ads or creating one, particularly for an audience that has visited or purchased certain brands of clothes or hair products. It tracks the audience's activities, such as the website they visit and follow, ads they have clicked on, items they have searched for on the search engine, and items they have purchased previously. Simply put, this type of audience targeting uses people's activities to determine the advertisement that will attract them. It creates a personalized marketing system that is good for businesses and companies.


Importance of Audience Targeting in Performance Marketing -

  • Audience targeting is cost-effective and more efficient: The right audience will always generate conversions and more profit for a business or a brand. This is why audience targeting is vital in performance marketing. When business ads are pointed toward the right set of people— customers looking for or needing a particular product, more sales will be made. This process is cost-effective and ensures that ads are only shown to audiences that are interested and likely to convert. This helps in maximizing the money spent and monitors an effective result.

  • Customer loyalty and trust: Audience targeting gives audiences a personalized experience, thereby strengthening audience loyalty and trust. Through effective audience targeting and providing the audience with the right product at the right time, customers feel comfortable visiting businesses or websites again. Audience targeting also helps in reaching existing customers and winning them over again.

  • Audience targeting generates high-quality leads: Audience targeting helps generate quality traffic and bring in customers that will convert. With quality leads come more profits and revenue for businesses and companies.


How to get data for audience targeting in performance marketing -

  • First-Party Data: The first-party data is mostly used by digital marketers. It is information collected directly from an audience. This includes; their behaviors, interest social data, subscription data, CRM stats, customer feedback, completing surveys, etc.

  • Second Party Data: Second-party data belongs to another person. It is someone else's first-party data. The digital marketer buys these data from companies that own them. A digital marketer has to seek out companies with first-party data on their websites before having access to it.

  • Third-Party Data: Third-party data is usually gotten from the outside. These sources are not the initial collectors of the data. The collectors sell data they collect from various other websites and platforms where all the information was generated. These collectors pay the first party or data owners for the information they collect from them and sell it to a third party.


Conclusion:

The products you have available and ready to be purchased need personalized product landing pages. Creating a good one helps your product stand out in the online market and helps your website or product rank in the search engine. Your business gains more trust and consistent users when your landing pages are simple and easy to navigate through. The more personalized your product landing pages are, be it single or multiple, the more conversions and profit will be made. Excellent mapped ads and post-click pages make landing page creation easier and conversion better.



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