The Importance of Targeting

February 29th, 2012

What is the single biggest factor for the long-term success of your campaigns?

I would answer that question with one word: targeting.

When I say targeting, I don’t just mean checking some demographic information boxes so that only “US males aged 30-45 with an annual income of $60,000+ annually” see your ad. Yes, that’s part of it. But you should keep targeting in mind throughout the entire process of planning and executing your ad campaign. When you are picking the colors and fonts for your landing page, think about who you are targeting. When you write your ad copy, think about who you are targeting. Why would a person from this target group be interested in your page? After reading your text, why would they be motivated to click your call to action and submit their information on your form or purchase the product you are pushing?

Targeting can be very important for currently running campaigns as well. As I work hand in hand with Advertisers every day, I see that how the advertiser perceives your quality is measured largely by how well you are targeting their desired customer. This is apparent in cases where you are sending leads to a mortgage refinance offer. One of the most obvious qualifications for this is that the lead you are sending must be a homeowner, otherwise they would have no mortgage to refinance. For example, take an affiliate who is running valid traffic to that offer, but it is converting at a very low rate. That affiliate can make changes to the demographic information being targeted, or at the very least spell out in their pre-sell landing page the fact that this offer requires you to be a homeowner with a valid job and a decent credit score.

Dating offers are another great example of how important targeting can be. If you are promoting a certain dating offer, the client may be looking for more male sign-ups than female. This could be because males are paying members of the site whereas females are able to register for free. Consider the target gender, as well as other factors like financial status and location when designing your landing pages. If you are looking to convert mostly young women who live in large cities, your page will probably be much different than if you are designing a page to draw in older males who live in rural areas.

I would like to think that most of us are in this industry for long term financial success. Make sure you are targeting the type of customer that the end client is looking for, and you will likely be able to continue a profitable campaign for months or even years. Long term, that sounds like a better option to me than pushing a bunch of un-targeted traffic and risking the advertising blacklisting you from promoting the offer. If you can build a campaign and get it running smoothly, then you can let that run in the background while you are developing new campaigns and continue to increase your profits.

Make sure to check the offer info and restrictions for clues on what demographics you should target for a particular offer. If there is not much information listed for an offer, check out the landing page, do some research and see if you can figure out what type of customers the advertiser is looking for. And as always, feel free to reach out to a member of the PeerFly staff and we will work with you on this topic and any other campaign optimization you are doing.

TravisPeerFly

Travis is a dedicated member of the PeerFly Team, working primarily in the Business Development Department. He has been involved in the Online Advertising & Marketing Industry since 2007.

3 thoughts on “The Importance of Targeting

  1. Jon Andersen

    Excellent. Thank you for reiterating this valuable targeting information. It’s also good to know that you are providing this type of support for publishers. Thank You

    Reply
  2. Jasmine

    This article provides some great tips on targeting when we are designing an ad campaign. I agree with you that it’s extremely important to do some research and to target the niche and the readers.

    Reply
  3. Brian Bosley

    I completely agree with the importance of targeting your audience. When using ppc it can cost you a lot of money before making any if you do not properly target customers.

    Reply

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