A lot of the times brands ask us how to best reach their target audience. Or even who their target audience should be (who do we talk to to get the most sales, or whatever the business goals).
Of course, asking this to a digital marketing company makes a lot of sense, because one of the best things about marketing in the digital world with digital tools is that these tools provide an amazing array of options and ability to reach the specific target audience.
Specifically, when brands run ads on Facebook (which a lot of brands, both Nepali and international, do now), there is a huge list of options you could choose from.
This list is so mind-boggling and more often than not, advertisers may choose to completely ignore this and do what we call “blanket targeting”.
Does blanket targeting work?
There could be few situations where blanket targeting (reach) could make sense, for example, when brand awareness is the main goal, it is imperative to let everybody in the vicinity know of the brand’s existence.
Apart from these specific situations, blanket targeting approach should be avoided at all costs.
Finding the target that matches the product’s value proposition is often not just about targeting the right audience, it is also about keeping the cost to a minimum.
Platforms like Facebook (and other programmatic platforms like Adwords) also put a relevance metric to come up with the bid value, and hence, the cost for the ad.
The more relevant content there is in your advertisement to the audience you want to reach, the more likely it is that your cost will go down and you can show your ad to more people with the same budget.
The problem then is to find out how to best to configure the ads so that the intended target group is served by the ad. Through a series of blogs over a few months, we will try to look at some of the ads being served to our team and try to understand:
- Why was the ad served to us in the first place? I.e. what targeting options could have these brands used?
- Did those targeting make sense, or more importantly, what could the brand gain or lose by showing the ad to me?
- Could there be a better way to reach the target audience?
For the first blog in the series, Amod looks at an ad by Harpal Rich Rice.