How to Reach Your Target Audience in Targeted Advertising: Interview

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Targeted advertising is a powerful tool for attracting customers. We talked to Pavel Belchenko, founder of the SMM agency Tesla Target, about how to make it more effective. You will learn how a brand can reach its audience on social networks and where to start with targeted advertising.

Pavel Belchenko
— Pavel, what features, tools and services in targeted advertising are the most relevant today?



The main thing is that head-on advertising has lost its teba whatsapp number south africa relevance. This was back in 2018, but in 2019 it stopped bringing results altogether. Bright, beautiful banners lose almost dryly to native posts. Now we have to actively work not only to attract traffic, but also to warm it up, that is, over the long term.

As for the tools, the website does not play a key role now, as social networks have a huge number of opportunities to capture user data: from lead forms and mini-landings to mailing services and quizzes.

In addition to classic services for collecting audiences, auto-funnels services are actively gaining popularity. You can put your pixel in them, see at what stage of the funnel users are stuck, and remind them of yourself again: for example, warm up interest in the product with a special offer.

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The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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— All these services allow you to very precisely target your ads to the right audience. But how can a brand find it? What needs to be done for this?

1. The first thing you need to do is to find out your target audience. Ideally, this should be done in the form of a client portrait. For example: a 35-year-old businessman dreams of developing his business and frequently traveling abroad, is afraid that he will not have enough time for everything he has planned, etc.

The study of the target audience is also affected by what kind of business you have - a start-up or an existing one. In the first case, you need to interview acquaintances from the same niche, those who buy a similar product. Franchisees and partners will be good informants. In the second case, it is easier: you should interview your clients.

The audience can also be studied indirectly: look at competitors' communities, reviews and comments. This way we will find out what they care about, what they don't like, what they are worried about. Then the advertiser will brainstorm with the marketer, the business owner, when they throw out detailed ideas for the target audience.

2. A good offer is a way to attract the attention of the target audience. You need to either create a USP, or offer some free step, or provide a good discount. Because without a good offer, we will not be able to interest anyone, even if we hit the audience. For example, in one of our projects (at a large manufacturer in pharmacology), the discount on the product was 50%. The cost of sale was 250-300 rubles. When we changed the discount to 25%, the cost of sale increased sharply to 800 rubles. We hit the audience in both cases. In the second case, it is even more accurate, because we have already identified the best settings, etc. But without an offer, it worked worse.

3. Test. You can hit the audience the first time, but this is a pretty rare story. Therefore, you need to test at least 5-7 different audiences and about 15 different ads/texts/ad formats at first.

4. It is important to be able to work with settings in social networks, for example, with interests and look-alike (similar audience). To be able to competently parse the target audience in VKontakte (and for this, the first point is necessary - knowledge of portraits). And it is always worth keeping in mind similar audiences that the advertising account collects for you.

5. And of course, you need to know what really excites the audience. If you know the fears, pains, it will be easy to write a case that will hook a potential client.