How To Identify Online Ad Target Audience

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Ad Targeting

“Without goals, and plans to reach them, you are like a ship that has set sail with no direction”

          -Fitzhugh Dodson


Ad Audience targeting is just as important as any other form of targeting in a traditional marketing campaign. Without having a clear definition of who this audience is, you will end up wasting a lot of money showing your Ads to disinterested parties. In order to avoid this here are a few steps you should take when defining your target audience:


Step One: Identify the ‘who’ of your target audience:

In this stage, it is critical to find out the various characteristics that define your target audience for your online Ads. These characteristics mainly relate to the demographic characteristics, needs, interests that define your audience. This information will inform the interest targeting feature of your Ad.

interest targeting

Step Two: Identify the ‘when’ of your target audience:

In this step, try and identify the behavioral characteristics of your audience. Try and identify what time they buy your products or services. This will inform you on the best time to schedule your Ads to show. For example, if you are a flower shop that specifically sells red roses, the best time to schedule your Ad would be on Valentines Season because, it would be the time you will be assured customers will engage with your Ads.

Step Three: Identify the ‘where’ of your target audience:

Ensure you understand the geographic distribution of your audience. For example if your audience is largely located in the Coastal Region of Kenya, then this should be a primary location target of your audience.

Furthermore, identify which devices that your audience would use to access your Ads. For example if you notice that most of the people who view your Ads use mobile phones, then the device target of choice should be mobile devices.


Step Four: Identify the ‘why’ of the target audience:

Here, try and find out why your audience would be interested in your Ad. Use this as the unique selling proposition to design your Ad. This will be the message that moves the customer to click on your Ad.


By perform each of these steps, you will be able to obtain the right target audience for your online Ads.


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