Segmentation is the division of the audience according to social, demographic, gender, technical, behavioral, and other characteristics. Depending on the depth of elaboration of the portrait of the target audience, you can segment as many as you like and find your working segment in the advertisement. For example, your ad is being clicked on by users aged 18-65, but only women aged 25-34 are buying. This is a separate segment among the audience.
The professionals from aitarget believe that it is important for targeted advertising to segment the audience to:
The latter reason is the most important for segmentation on Facebook and Instagram. The work algorithm of these sources allows you to make profitable advertising without any choice of interests at all. With competent advertising posts, the algorithm itself will find an effective segment within the parameters of the audience that you have configured.
Suitable for most projects, even with a minimal budget. You can choose the structure Audience + Platform or Platform + Audience.
When you launch advertising with basic segmentation, it will become clear from which platforms the advertising works more efficiently. New interest groups can be launched on these sites as separate campaigns. When launching ads according to the second principle, everything is exactly the opposite.
The narrower the audience, the more expensive it is. Therefore, multi-level segmentation and the allocation of narrow target audiences are suitable for companies with large advertising budgets.
When segmenting, try to adhere to the rule: the size of each segment is at least 100,000 people, and better – more than 200,000. This will keep the balance between the audience size and the price of displays.
Here are some tips to improve your target audience segmentation:
When using Facebook + Instagram feed + Instagram stories, at least 12 segments are obtained per interest group. This means that with three different interests, there will already be 36 different segments. However, this segmentation should be done for a product designed for a wide audience, with an advertising budget of $ 10,000 per month.
The segmentation format can be used when you urgently need to get a result from the advertising, for example, collect 5,000+ users for a webinar in seven days. In a short time, it turns out to cover a large number of audiences, and the budget for a single segment is from $20 to $200.
You can continue to segment, but is it necessary? This point is more about the fact that this is possible. Do not adhere to the principle “the larger the budget, the more you need to segment”. Further fragmentation of the audience usually does not lead to better results.
When segmenting, keep an eye on audience size and be careful about fine-tuning your audience on small budgets. Sometimes it is more profitable to divide the audience only by sites than to create 12 segments per interest group.
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