Hyper Targeting Your Audience with Online Advertising
A few years ago, digital ads operated pretty much like TV ads: Put one up on a certain network at a certain time, and hope enough of the right people saw it. Now, digital ads are much more sophisticated. They can target your ad down to a granular level - for instance, selecting viewers who have certain health conditions in certain zip codes, or who match very specific combinations of socioeconomic and search history categories.
Targeted Display Ads Are More Productive
Traditional "targeting" is basically a two-step process: selects your basic audience (something like, "middle aged men") and let your ad loose. As you can imagine, this is a very hit-or-miss way to advertise. Fortunately, there are ways to hyper target a more specific audience.
Here are some options for hyper targeting display ads:
- Browsing Habits - sites visited, including online purchases and downloads
- Demographic - gender, age, household income
- Geographic - zip codes, states or designated market areas (DMAs)
- IP - mobile or desktop devices associated with a particular organization or office
- Job Title - selects professionals most likely to have decision-making or buying power
- Lookalike - compares a user to other, similar users based on likes, clicks, purchases and/or demographic data
- Retargeting - follows users who have been to a website or clicked an ad
When used correctly, today's tracking and targeting technology is an advertiser's dream - although it doesn't always come cheaply. Partnering with a firm or consultant experienced in online advertising can make sure the ad performance is worth the cost. Digital ads are a nuanced business; all of the pieces have to be put together correctly for the highest possibility of success.
IP Targeting and Geo-targeting for Any Industry
Both IP targeting and geo targeting open up the option of location-based advertising on mobile and desktop devices of a very specific segment of your audience. IP targeting takes known IP addresses associated with specific offices or companies, and allows you to direct your display ads at the mobile or desktop devices within the selected location. This works great for services companies catering to larger clients, like oil & gas companies.
But what if the IP information isn't available for the prospect company you're targeting? Or even more interesting, what if you're not exactly sure who your prospects are but you know there's a major industry-related conference going on soon? Enter geo-targeting. With geo-targeting, you can advertise to mobile users in a 10 mile radius of the Reliant Center between 8am and 5pm on the day of a major industry seminar. Or, you can advertise to mobile and desktop users within a 15 mile radius of the BP building at lunch time.
An incredible amount of specificity is available with these types of hyper targeting options. No matter how small, hard to reach or unusual your target audience is, there is a way to reach them.
Display Ad Targeting for the Healthcare Industry
The healthcare industry has lucked out thanks to some highly specific targeting platforms out there. These platforms can pinpoint an audience down to the condition level. It makes it beautifully simple for physical therapists to reach people with back pain, for plastic surgeons to reach people with cubital tunnel syndrome, for cancer treatment centers to reach people newly diagnosed with cancer, etc.
And what about privacy concerns? The platforms don't target it quite that specifically - there are no names or addresses involved. The algorithm operates off zip code, states or designated market areas (DMA). So basically you would be able to bypass advertising to users in zip codes with very low concentrations of the condition you treat, while you would be able to show display ads instead to zip codes with higher concentrations of people with that condition.
There is an additional level of micro-targeting that in some cases allows the advertiser to target by things like insurance type or life events (new birth, new home), or combinations thereof. For instance, it is possible to target display ads to pregnant women who have high blood pressure. While you as the advertiser won't see names or faces, you know that your ads are reaching your audience with greater accuracy than if you had simply targeted something like "pregnant mothers."
Houston-Based, Nationally-Focused Online Advertising Agency
If you're not targeting highly specific sections of your audience, there's a good chance most of your ad dollars are being wasted. For help reaching the people you need to reach, Signet Interactive is always here.