Behaviourally targeted digital advertising.
In the field of digital marketing, behavioural targeting enables you to reach users based on information that is collected about their online behaviour. You can, therefore, target them based on the pages on your site that you have visited, or indeed, their social networking history. In order to illustrate this type of approach, we will be discussing retargeting platforms and Facebook Ads.
Retargeting ads enable you to show your advertisements to users who have already visited your site, or indeed, particular pages within your site. In the case of an e-commerce site, you can, therefore, use this tool to show off certain products to users who have visited the corresponding pages without, necessarily, completing their purchase. A wide variety of platforms enables you to create ads of this kind, including Facebook and Google via the “Google Display Network”. If you are looking for even more visibility, other platforms are also available, which make use of different distribution networks. This is the case for AdRoll, in particular. With respect to Google and AdRoll, your ads are shown on a network of partner websites and your targets see your ads appear everywhere as they browse the web. Meanwhile, the Facebook platform also enables you to show your advertisements directly on the news feeds of Facebook and Instagram users.
Facebook has over 1.8 billion monthly users all over the world and has a vast database that relates to its users’ profiles. This includes their age, gender, hometown, occupation and, of course, their history of interacting with the platform, which makes it possible to work out what they like and what they are interested in. This gives you a unique ability to target them and reach new potential customer bases for your business. If you sell watches, for example, it would be very easy for you to generate an audience of users who like certain watch brands and who fall within a particular demographic category in order to serve your ads to them in particular. You, therefore, have the ability to show the right advertisement to people who are likely to be interested in your products. In an e-commerce context in particular, you can reach customers all over the world, and simply go looking for your customers wherever they may be.
Moreover, Facebook users are often highly invested in the platform and have a high rate of engagement with the various posts and elements that appear in their news feeds. Your ads, being mixed in with this context, will, therefore, attract and retain users’ attention much more effectively than ordinary display advertising.
It is important to implement a rigorous tracking system from the outset, which is primarily managed via Facebook Pixel. This tracking system will not only enable you to understand which target audiences help you to generate the largest number of conversions; it also enables you to evaluate the effectiveness of your campaigns with much greater granularity by understanding exactly which images, texts, and combinations of both achieve the best results for you.
Getting the best of out of Facebook’s advertising platform thus requires you to engage in a genuine, continuous process of testing and optimisation in order to find the approach that will result in the best return on your investment, by generating the highest number of conversions on your site at the lowest possible price. It is therefore advisable to make use of the services of a specialist digital agency or to invest the resources required to develop the necessary skills internally.
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