Targeting, narrow or wide? Pros and cons of each option.
It is worth being aware of the advantages and disadvantages of each targeting option. What to look for and which option is the most suitable for your business? In this article, we will consider various cases, thanks to which we will make it easier for you to select a group of recipients depending on the nature of your business.
A definite advantage of such targeting is the precision of reaching potentially interested people. We do not pay for randomness, but only for a specific message that ends up on fertile ground. This way, it is easier to increase the number of your recipients and customers on one campaign. It is worth checking how many groups we target our message to and how many of them may actually be interested in a given area. By entering the target "business", we can be sure that even half of the people are not actually professionally related to it, which means that they will not use the service you offer.
Narrow definition of the target group helps the advertising effectiveness. Despite the fact that even in a small group we cannot be sure of 100% compliance with the marked interests, their effectiveness definitely exceeds the general population. We pay for a specific result, which is what most of the campaigners care about. Valuable and qualitative results will satisfy people associated with business marketing.
It is worth using the Ad Manager, which will help us define non-standard groups of recipients that generate large profit. In social media, you can define a target that refers to quite specific and unusual environments. For example, the community that watched or reacted to a promotional video in the last 10 days is highly responsive. The data collected by Facebook is useful in terms of business promotion in order to be able to reach people who have already read some of the company's messages, and since it already exists in the consumer's subconscious, it is worth offering him a specific product or service.
The decisive disadvantage of narrow targeting is the higher cost of CPM, i.e. cost per mille. This means that we pay for 1,000 ad impressions. For obvious reasons, this is a more expensive issue, but you can also translate it into a positive effect of this type of targeting, it all depends on the type of business we run and what budget we have for a given campaign.
Low segmentation possibilities result in the transfer of information to all people interested in a given topic. It should be remembered that not every person who gave "like" to a specific field of interest on Facebook is actually associated with it and is interested in a given topic. There are Facebook users who rarely use applications on smartphones, despite the fact that the chance of becoming our client is as low as possible, the paid advertising will be presented to them. In this way, we pay for an advertisement that has a chance to resonate only with a wider target group.
Although precision has many advantages, in some cases it can make a specific group saturate quickly. That is why it is worth creating targeted campaigns for slightly wider groups that will always be worth investing.
A lower budget is one of the leading advantages of wide targeting, thanks to which we save money that we can invest in other campaigns or other type of advertising on the Internet. Reaching the same number of people, our budget is less strained and we can choose other options from the range of internet marketing.
By broadly defining target groups, we increase the chance of finding new customers, whose acquisition costs us much less, and their contribution to the company's budget is the same.
It is obvious that each recipient has different preferences as to the aesthetics and form of the message, so wide targeting works when our advertisement is controversial or underdeveloped in terms of specific groups, then it is better to address your message more broadly so that a larger number of people with unspecified preferences can get interested in our campaign. It is also related to a slower saturation of the environment to which our advertising is addressed. This is an important factor when it comes to larger campaigns for which the budget is significant, thanks to which we do not invest money in a group that has no possibility of return on investment.
The downside of wide targeting is the randomness of reaching, because we are not able to accurately control people who will see our ad, which may be associated with an attempt to promote on non-susceptible ground. When selecting a wide target group, it is worth paying attention to the fact that it is directly related to your business, which will increase the number of customers and, at the same time, income from the campaign.
Incorrect optimization means that not in every case people who actually purchase our product or service click on the ad, which means that we pay for its display in a financially ineffective way. The conclusions themselves are also more difficult to formulate, because in the absence of specific data it is difficult to compare numbers and percentages without a frame of reference.
As you can see, there are many options for selecting target groups, each of them has its advantages and disadvantages. It is worth approaching each campaign individually so that its content corresponds to a specific target. This is an important factor that influences the company's development and its financial progress, so you should not do it in the dark. It is best to use an advertising agency that is aware of the trends and preferences of specific groups. Write to us and we will help you better choose your ad target and we will promote your business.
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