Sonny Ganguly On Social Media Advertising
The three main advantages that social media advertising has over traditional advertising types are that they have advanced targeting options, reliable conversion tracking and prevalence on mobile devices.
- Interest Targeting
Reach specific audiences by looking at their self-reported interests, activities, skills, pages/users they have engaged with, etc. Interest targeting is often related to keyword targeting, so some platforms will allow you to enter both. Interests can be as general as an industry (e.g. automotive industry) or as specific as a product (e.g. convertibles).
- Behavioural/Connection Targeting
With behavioural targeting, you can reach people based on purchase behaviours or intents and/or device usage. With connection targeting, yo9u can reach people who have a specific kind of connection to your page, app, group or event. Both types of targeting take past behaviour into account to help you determine intent.
- Custom Targeting
Reach audiences by uploading a list of email addresses, phone numbers, user ID's or usernames. Facebook calls its custom targeting 'Custom Audiences', while Twitter calls its own 'Tailored Audiences'. They're based on the same concept : if you have a known group of people you'd like to target, you can simply upload them and target them directly (provided that the social network can match the data you're uploading with real profiles).
- Lookalike Targeting
Reach new people who are similar o an audience you care about. It helps businesses extend their custom audiences to reach new, similar users. For those businesses looking to acquire new customers through social media advertising, lookalike targeting can be a fantastic acquisition tool.
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