Written by Sarah Goliger @sarahbethgo
Let’s face it: There’s quite a bit of negative sentiment around targeted advertising. It’s not unwarranted — consumers often complain that collecting information from their individual browsing behaviors, such as page visits and searches, to optimally select which advertisements they see, is invasive and, some might even say, “creepy.”
Done right, however, ad targeting has the potential to attract new customers, help retain existing ones and boost your brand profile. Here’s how.
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Where Can You Publish Targeted Ads?
Brands have a host of options when it comes to publishing targeted ads. For customers that have opted-in to newsletters and offers, email is a great way to serve up advertisements to consumers that are already interested in your brand.
To reach a broader audience, meanwhile, marketers can pay for targeted advertisements to be shown on social platforms such as Facebook, Instagram, or TikTok.
Other options include publishing targeted ads in users’ Google search results or via the Google display network, which reaches 90% of Internet users worldwide. Both fall under the larger banner of Google Ads, and costs are based on an auction system. Marketers input the maximum amount per click they’re willing to pay for an ad, and Google then determines ad pricing and position based on overall ad quality and maximum bid. Worth noting? Brands are only charged when someone clicks through on your link.
So how do you put ad targeting to work for your business? Here are 10 best practices to boost y