Targeted advertising involves setting up the target audience to which the ad will be shown. When developing a campaign, you can create one universal ad and show it to all users of interest to us. But doing so is not correct.
How to do it right
You need to segment your audience by various parameters. For example, by gender, age, place of residence, occupation, interests, behavior. And then for each audience segment you need to create your own ad with your own text and illustration.
In targeted advertising, the ad illustration is a bait that attracts the attention of the target audience. When the user has already paid attention to the picture, the text comes into play: by reading it, the social network user decides whether to click on the link or not.
Examples of Adaptation of Advertisements
Let's say you sell bicycles. And in particular, you have a category of city bicycles for adults. You need to study the audience of potential buyers of such bicycles from all sides. Formulate several social portraits. Who is he - a person who might be interested in a city bicycle: who is ready to buy it now, or perhaps is just thinking about buying it. Taking this information into account, create several different ads for different audiences.
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To begin with, you can segment your target audience phone number library by gender. Come up with different ads for men and women. For example, ads for men will show a bicycle with a frame, dark colors, etc. In the text, focus on its technical characteristics, the number of speeds, etc. For a female ad, you can choose a picture with a gender-specific bicycle, a bicycle with a basket. In the text, you can write that it is light, fashionable, use references that a modern city girl reads.
Or you can divide the audience into subgroups by social profile and interests. Off the top of your head, you can create two profiles of potential bike buyers:
1. A young resident of a city with a population of over a million, spends a lot of time on the Internet, is up to date with all the news. He needs a city bike for walks in parks and squares. He is looking for something stylish and trendy. For him, we will write a text that would contain the listed key points, and as an illustration, we will select, for example, a relevant meme.
2. A resident of the region, a factory worker. Will ride a bike in the evenings and on weekends with family and friends. For this target audience, you can write in the ad about the durability and reliability of your bikes, and select a photo of a family bike ride as an illustration.
Why make different ads for different audiences, what does it give
The more accurately your ads are tailored to your audience segments, the more effective your advertising will be.