Categories: Miscellaneous

Targeting and retargeting - what it is and how targeting / targeted advertising works

In this article we will tell, what is targeted advertising, how to target and retargeting on advertising platforms and what tasks (objectives) targeted advertising.

You will learn from this article:

What is targeted advertising, what is the principle of operation of this tool and what tasks it solves;
What types of targeted advertising exist and how to target an advertising campaign;
What is retargeting and why you need it.

This article will be useful to all, who is looking for ways to promote their service, product or resource online and wants to learn more about this type of online advertising.

About that, what is targeted advertising, how to configure targeting (retargeting) and why you need targeted advertising - read this article

1. What is targeting and targeted advertising - an overview of concepts

Targeting (English. target) - This is the targeting of the advertising message on the selected (necessary) part of the target audience. This approach reduces the cost of advertising - it will be broadcast only team, who cares.

This advertising mechanism eliminates the cost of non-target audience.

in addition, if your ad is targeted to a specific audience, then Ad conversion will increase, which reduces the cost of advertising itself. The probability of that, that interested user, getting to the site through an advertising message, will take certain actions, much higher. Growing site conversion (lending) and retaining visitors will also affect search engine rankings.

You can also predict, what result advertising will give and how many purchases, calls will be made.
In this case, employees will be able to cope with an unforeseen amount of work.

A plus to everything, if the service or product is offered on a regular basis (example: hairdressing services, dentistry), then targeted (targeted) advertising will help "turn" one-time customers into regular ones.

2. The principle of targeting advertising

The basic condition for successful targeting in an advertising campaign is the availability of as detailed information about each user as possible. Based on this information, the system will decide, whether to broadcast advertising to potential customers or not.

For this reason, targeting most common on social networks, where users independently provide information about themselves, undergoing registration.

Using information about users of social networks, all you have to do is adjust all the target group settings correctly, compose advertising text and attach images. Then comes the announcement send for moderation, which, usually, occupies from 1 minutes to several hours.

There are several conditions, in the presence of which, the ad will be rejected:

Advertising contains elements of eroticism (in text or image), porn sites or sex shops are promoted;
The ad contains personal data of users;
Advertising of financial pyramids (exchanges);
The announcement is made with grammatical errors or written in capital letters;
You are trying to advertise competitors on that site, on which you place ads;
Alcoholic or tobacco products are advertised;
Contact information is provided in the ad text;
Other people's logos are used, trademarks or names.

Targeted advertising must take into account the requirements and mandatory conditions of the advertising exchange.

The most popular advertising exchanges are:

Yandex.Direct;
Google AdWords;
MyTarget;
social networks (VK, Facebook, Instagram and others).

We will talk in more detail about targeting settings in each of them below in the article.

What are the main goals and objectives of targeted advertising

3. What are the goals and objectives of targeted advertising?

so, what are the goals and objectives of the advertising campaign?

Targeted advertising has the same goals, as well as any other type of advertising:

Increasing sales of goods and services;
Teaching consumers to use a product or service;
Capturing and retaining the attention of potential customers, their entertainment;
Creating a certain impression in the audience about the company / brand / logo / product or service and their consumer properties.

Among the tasks of targeted advertising are the following:

Attention is drawn to very narrow segments of the target audience, most disposed to perform certain actions (usually - the purchase of goods);
Summarized submission of information (example, detailed information the consumer can get, if you follow the link);
Ability to quickly take the necessary actions (purchase, consultations, call, etc.. d.).

Opportunities for targeted advertising are used by companies to expand and attract new customers.

The main types of targeting (targeting)

4. 7 main types of advertising campaign targeting

Consider the most popular types of targeted advertising.

View 1. Thematic targeting

Variety of targeting, whose work depends on it, what interests and topics are advertised. Selecting the desired topic and finding users, how close she is, they are shown advertisements.

The main thing in this type of targeting is to choose a thematic platform, that meets the specified criteria (topics, interests). Advertiser ads will be broadcast on them. If the given theme coincides with the thematic direction of the site, then advertising will do maximally possible effect.

View 2. Geographic targeting

In this type of targeting, the task is simple - to find people, living in the area you are looking for.

You will not have to pay for advertising across the country - you show your advertising message to residents specific region.

View 3. Time targeting

This element is also present in contextual advertising, it allows you to set the broadcast time of the ad - up to hours and days of the week.

Time targeting - a handy tool, thanks to which it is possible to adjust display of advertising for a certain time, example, coincides with the advertiser's work schedule. This will allow you to respond quickly to all orders from people. Of course, if your organization works around the clock, then such advertising can also be shown without interruption.

View 4. Demographic targeting

This type of targeting can be used when setting up advertising in the social network (Vkontakte, etc.). By the way, this type also includes the geographical targeting of the advertising message.

You can specify the gender and age of the target audience. The entered values will then become a characteristic of the users suitable for them. Matching all selected criteria (age, become, residence), the person will broadcast your ad.

Targeted advertising on social networks (example, at Vkontakte, Facebook, etc..) has additional types:

thematic targeting (for the adjustment of which interest groups become a criterion);
behavioral targeting (introduction of mechanisms for collecting information about the user's actions in the network using cookies);
geobehavioral targeting and other.

Step-by-step instructions for setting up advertising campaign targeting - 5 stages

5. How to target - 5 stages of setting up targeted advertising

Since the stages of creating targeted advertising on different resources are similar, consider a generalized scheme of targeting settings.

Everything stands out 5 stages of setting up targeted advertising.

Stage 1. Defining the portrait of the target audience

This is done collection of consumer information: user behavior is analyzed, their interests, hobbies and the like.

IMPORTANTLY! The more detailed portrait of CA you will make, the more successful your advertising message will be.

Stage 2. Select an image for the ad

Each resource has its own image settings, so read them carefully.

Importantly, that the image was of high quality and attracted attention.

Stage 3. Adjust settings

We pass to adjustment of parameters of the target user - we specify it age, floor, Location and other possible parameters.

Stage 4. Compose the title and text of the ad

Make a short ad text, broadcasts the essence of the advertising message. We give him a remarkable heading.

There are special prizes when composing the text of the headline of the advertising message. This includes the use of words - "Discount) Call, Have time » and other enticing words in advertising.

Stage 5. Determining the cost and method of payment

There are 2 ways to pay for such advertising:

Way 1. For shows (in the middle, to Five rubles for one show);
Way 2. For clicks (in the middle, to Seven rubles for one click).

The cost of running ads depends on the competition and the profitability of the niche. Example, "Advertising" in the field of Forex or real estate is very expensive.

How to set up targeting advertising on Vkontakte (VK), Yandex Direct, Facebook, Classmates

6. How to set up targeted advertising on major online platforms (In contact with, Facebook, Yandex.Direct)

There are many playgrounds, which allow you to set up targeted advertising. Very good in this regard social networks - through those, that users themselves leave information about themselves, operate freely and join various thematic communities. Targeted advertising is also present in major search engines.

As part of the article, we will consider several sites, working with this type of advertising - Yandex., Google, In contact with, Classmates and Facebook.

1) PS Yandex and Google

Search engines broadcast contextual advertising, based on the CA data of the advertised object, with the expectation of that, that users will perform certain actions (About that, what is contextual advertising and who is a director, we wrote in a separate publication).

Therefore, in contextual advertising there is an opportunity to use targeting, however, there is a limited set of tools for selecting the target audience in Google.AdWords and Yandex.Direct services - geotargeting, time targeting and so on.

Taking advantage of opportunities location, you can show ads in multiple regions of the same country or different countries. However demographic criteria cannot be adjusted, because search engine targeting is very narrow.

Example of setting up temporary targeting in Yandex.Direct

As in the aircraft (search engines) Google and Yandex will continue to develop targeting, no one knows.

For example, Yandex. Two thousand thirteen year developed Crypt service. They stated, that the service will be able to determine the sex and age of network users, as well as their income (even unregistered users in the system). This project had potential, but his work is currently suspended.

2) Social network Facebook

On this site, targeted advertising is configured for many parameters. To start setting it up, you need to go to the page facebook.com/advertising, clicking on the button «Create an ad». After that, the step-by-step creation of advertising is enabled.

The goals of promotion when creating an ad on Facebook and setting up targeting

All steps must be completed, so think carefully about your next steps on each of them.

Step 1. Select the purpose of the advertising campaign

Here you insert link for the product you are advertising, selecting the appropriate target from the list provided.

Step 2. Creating an ad

You need to insert in the fields to fill heading, text and picture your advertising message. You can also select several additional settings.

Example of a Facebook ad

Having taken all necessary actions, you graphically see, what your ad will look like.

Step 3. Enter criteria for your target audience

Targeting is set up according to the general principle - to reveal the CA in the most detail. You can use additional features to set up targeted advertising on social networks, example, geotargeting.

An example of setting up a location on the social network Facebook

Having finished with this, we press "Place an order". You can top up your account by transferring from a bank card.

3) Social network Vkontakte

This social network offers the most targeted advertising settings. To start, you need to press the button "Advertising", which is on every page.

Targeted advertising on the social network Vkontakte

After, we choose "Targeted Ads", and then run "Create ads".

You must select an object to be advertised:

Third-party site;
Video;
Social network application or mobile application;
Thematic community.

Selecting an advertising object and creating an advertisement on VKontakte

Then proceed to the design of the advertisement:

Picture with text;
Big picture;
Special format.

In the fields below, fill in the title and main part of the ad text. The right image size is displayed in the right window.

Making an advertisement in VK - uploading an image, composing the title and text of the ad, choice of headings and age group

Below you will find a special section, where, if necessary, you choose the subject of the ad.

Now let's move on to the very targeting settings or CA selection).

Enter the exact characteristics of your audience, interested in a particular object of advertising - otherwise advertising will work in vain on the non-target segment, spending your budget. To eliminate is given Fifteen parameters.

Setting up targeted advertising on Vkontakte - choosing the target audience (CA) beyond the parameters: "Geography", "Demography", "Interests" and so on

You can choose the geography of potential consumers (from country to street) and their socio-demographic characteristics.

It is possible to target advertising on the list of interests, having chosen:

Worldview and religion;
Resources, where the social Vkontakte button was used;
Hobby, marked by the user on their page;
Themes of user communities;
Used programs;
Countries, being in which the user went online.

The number of people is displayed on the right side of the screen, suitable for this description, as well as the recommended cost of a click.

The final stage (price and location settings) in creating an advertisement on Vkontakte

At the last stage you choose payment method транслюється реклами (optional - for a single impression or for ad conversions), her location (playgrounds, which post your message), and cost go to the ad or show it. Specify an advertising campaign below.

Ad registration is complete, so press the button "Create ads".

4) Social network Classmates

This social network has a fairly small set for setting CA criteria. Make the most accurate customization of advertising for a specific group of people on this site (with its meager tools) almost unreal.

Because of this, many advertisers do not want run advertising campaigns on this resource. But once such a possibility still exists, must be marked, how you can target advertising on this social network.

The service of advertising on this resource belongs to Mail.ru. So, you must first register target.my.com. Having created your profile, you can start compiling and running an advertising campaign.

Select an object to advertise on Mytarget

Next you choose, what you are advertising. The following options are available to choose from:

Programs and sites, optimized for the phone;
Games;
Event or group;
Another site.

Then you need to specify, on which site you need to place an advertisement:

Thematic;
Social networks ("Classmates", "My world", Mail.ru and others).

By clicking on the ads section, you can enter the title and text of the ad.

Designing for the ad target.my.com - compiling the title and text of the ad, download pictures, targeting settings

Creating advertising, specify the most accurate characteristics of the CA.. You can specify the age, become, location and interests of wanted users.

It will be available to you remarketing option audience - re-broadcast advertising message topics, who has already visited the site. Remarketing is a great way to increase your ad conversion.

Next, choose a strategy for displaying the ad:

Minimum cost. With such a strategy, the rate will fluctuate at an acceptable level. This method allows you to flexibly distribute the cost of each transition (if there is a large activity of the audience, the rate will be reduced to the minimum), but the reach of the audience will be less.
Fixed rate. The point is, that you pay for each conversion at a set price, regardless of the broadcast time (at night the audience is less active, and during the day the number of actions increases).
Maximum number of conversions. Such a strategy implies, that you will receive the maximum possible number of visits for the established average daily price for one click.

Specify the payment model and budget of the advertising campaign

Then we allocate the budget to the campaign. After setting up targeting, top up your account balance, through which you plan to place ads.

IMPORTANTLY! Before determining the required amount of advertising costs, find out, which advertising strategy will bring the best result. Conduct a comparative analysis of performance, somewhere more profitable to use Cost-per-click, a de-to "Price per impressions".

After setting up, your ad will start broadcasting.

7. Where to order the settings of targeted advertising - TOP-3 exchanges

Consider further, where you can order targeted advertising settings.

1. Work-zilla

Work Zilla is a remote work exchange. Official site Work-zilla.com

With this resource you can find a performer to solve many routine and long-term tasks of varying complexity. Tasks can be of completely different types, including - set up targeted advertising.

Suitable for those customers, who do not have the time and knowledge to perform any work, or it requires the personal presence of a person or the availability of special knowledge.

The order is built in the standard way: prepare a short technical task, give the necessary link and choose your artist. Top up your balance to pay, and specify the cost of the order. Financial calculations are undertaken by the service, getting certain % from the amount of the order.

There are many low-paying and long-term tasks on the stock exchange, so if you order targeted advertising here, setting a good price for it, you will get many performers. Moreover, the highest paid field here is IT and the Internet.

In addition, many issues are resolved by the resource administration in favor of the customer.

2. Youdo

Service, which helps to find a performer to perform a variety of tasks. The site is adapted for the mobile version.

The distinguishing feature is that, what the performer has to go through verification, before he can get the job. A small amount is deducted from the employee for submitting an application.

The administration does a lot serious requirements for performers, so that the customer can rest assured to fulfill the order.

There is a special category online assistant. Here you can order targeted advertising. Again, average prices for orders there are low, so your normal value task will be noticed immediately.

3. FL

One of the oldest sites is freelance services, in the past it was known as free-lance.ru. This exchange also acts as an intermediary, offering secure transactions, getting from them your own %.

More professional performers work from a paid account. It has large commission payments.

Orders on the subject of online advertising there in abundance. Therefore, problems with the choice of performer, who has experience in composing advertising on the Web, on your order will not arise.

It is possible to hold a competition, before choosing the right freelancer (Who is a freelancer and what he does, we wrote in a previous article).

8. Pros (+) and cons (?) targeted advertising

Consider the basics advantages and shortcomings this type of advertising.

The advantages of targeted advertising are as follows:

Broadcast an advertising message to a narrow segment of CA.. This is a more profitable option, than showing the broad masses;
Simple setup process (provided, that the correct criteria for selecting potential customers are known);
It is possible to target advertising to competitors. You will be able to attract some of them to your side - competitiveness will increase;
You can test, and get the result in the shortest possible time. This will allow you to flexibly customize your advertising campaign, if necessary, making adjustments to it;
Instant response. Having come across such an advertisement, the interested person can go to the page of the advertised object in one click;
You can design a visual component - image with description.

This type of advertising has its drawbacks:

The resource may prohibit the advertising of certain types of goods and services (example, sites of alcohol and tobacco products, resources of financial organizations and so on);
At first a little user motivation. He gets on such advertising, just by visiting the site, without intending to make a purchase or subscription;
Ad conversion suffers due to low motivation;
The ad object should not have too wide a CA., otherwise it will be in vain. Such advertising should be used only then, when you promote a product or service for a strictly defined and narrowly focused category of consumers.

Consider the term "Retargeting", since it is closely intertwined with the topic of this article.

Retargeting is what it is and why it is needed, main advantages and disadvantages of retargeting advertising, what is the difference between remarketing and retargeting

9. What is retargeting and how it differs from remarketing - an overview of the concept and principle of operation

Retargeting (from English. retargeting - redirection) Is an ad broadcast exclusively to those users, who have already viewed the advertised product or service, by visiting the advertiser's site.

So, the ad helps to re-attract the attention of those, who never made a purchase. This is most often done with help banner advertising on different sites, which the user switched to after visiting your resource.

Retargeting works as follows:

A special one is installed on the resource code. It is activated when the visitor views the pages you specify (example, product description).
The browser saves landing page visit data as a code. Information is sent directly to the sites, on which the user was registered (social networks).
When the man came to the site, on which retargeting advertising is adjusted, the resource reads the code to visit the marked pages. Advertising of goods is broadcast to the user, which he had reviewed before.

The ability to configure retargeting is provided by social networks Facebook, In contact with, as well as search engines Yandex. and Google.

Remarketing and retargeting are the difference?

I would like to note, that retargeting ads - a more effective strategy for communicating with customers in the early stages of the sales funnel, while e-mail (Email) Is a tool for communicating with customers, who have expressed a desire to buy.

10. Varieties of retargeting - 4 basic species

There are several types of retargeting.

Each species differs in several characteristics:

The level of user involvement;
Ground, on which your CA is located;
Criteria, by which users are selected.

There are several types of retargeting (reorientation), which are more convenient to present in the table.

Table of types of retargeting and their brief characteristics:

Name	Brief description
Behavioral	Advertising targeting is based on: Requests, which are made by users in search engines; Resources visited by them; Features of the page in social networks.
Search engine	Works automatically, without contact between the advertiser and the visitor. Reorientation is carried out according to words, which are typed by the user in the search engine. When a keyword query matches, specified by the advertiser, a banner with advertising is displayed on the screen.
Classic	Activated, when the user visited the site. All actions of the visitor are analyzed. When he comes to a resource, an advertising banner is displayed in front of it.
Social	Relies mainly on social networks. The target audience is determined by actions, carried out by users from their pages. Likes become a signal and a criterion for showing an advertisement, statuses and reposts.

11. How to set up retargeting in Yandex Direct - short instructions

Since the most popular platform for advertising on the Internet is Yandex, The scheme for setting up retargeting in Yandex Direct is visible.

Selection of the target audience in Yandex.Direct is the condition of the goals (segments) Yandex.Metrics and segments of Yandex.Audiences, thanks to which it is possible to describe the category of potential customers.

You can add retargeting conditions on the Ad Creation or Editing page. We wrote about the creation of ads and settings of Yandex Direct in a separate publication.

At the audience selection stage, you can select a condition from a list of previously created ones or create a new one

To create a new condition, select "Audience Selection Terms" > Add > +Add a rule (set of rules).

12. Pros (+) and cons (?) retargeting

Many positive and negative aspects of this tool stem from the features of this advertising.

so, the benefits of retargeting in the following:

Repeat advertising reaches a wide audience, criteria which were set when targeting. According to statistics, more 90 % users will leave your resource, without doing that, what you wanted from them. Retargeting is aimed at working with such visitors;
The ad falls on an interested customer. You are sure of that, because he visited your site before, or looking for similar products or resources;
The advertising budget is rationally spent;
The conversion in this type of advertising is higher.

Using such a tool, there is an opportunity to remind potential customers about your brand / product / company.

Among the disadvantages of retargeting can be identified:

You need to rationally approach the frequency of broadcast advertising. There are many tools for user reorientation and advertising channels. If overdo and involve absolutely everything, then the advertiser's banners can repel client. It follows, that you need to use the right retargeting campaign strategy. Otherwise, the conversion will remain unchanged, and your budget will be wasted.
Targeting bans also apply to retargeting: you not will be able to advertise certain types of products and sites.
Many platforms, on which such ads are broadcast can help customers get rid of advertising. The user can find out, for what reason this advertising message is broadcast to him, and then refuse to show it. Besides, most people enjoy specials ad blockers (type AdBlock).

13. Conclusion + video on the topic

so, targeting (targeting) and retargeting (retargeting) are effective tools, if used correctly. When conducting an advertising campaign, Be sure to pay attention to targeted advertising.

If you want to, that such advertising gave effect, you need to understand your audience very well and have answers to the following questions:

Who are these people?
What they do?
What they are interested in?
Through which channels you can get in touch with them?

The answers to the above questions will allow you to make a portrait of interested users, on the basis of which you can target them. This type of advertising is actively used in traffic arbitrage - what is traffic arbitration and cpa network, we wrote in a separate article.

Importantly! The more carefully this stage is performed, the more effective will be advertising. This means that your advertising costs will be justified.

Finally, we recommend watching the video, which explains in detail what is remarketing and retargeting:

We hope so, that this article has fully disclosed the topic of targeted advertising and answered relevant questions for you.

P. S. The team of the online magazine "RichPro.ru" wishes good luck in creating and setting up an advertising campaign. Share your thoughts and comments on the topic of the publication, and ask your questions in the comments below.

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