When it comes to running ads that actually convert, most people get it wrong. They focus on flashy creatives, catchy headlines, or throwing money at the latest platform. But here’s the truth: none of that matters if you’re targeting the wrong audience. You could have the best ad in the world, but if it’s in front of the wrong people, it’s dead on arrival.
1. Start With the End in Mind: Define Your Ideal Customer
Before you even think about running an ad, you need to know exactly who you’re talking to. And no, “18-35-year-olds who like fitness” isn’t enough. You need to go deeper. Here’s how:
- Demographics: Age, gender, location, income level, education.
- Psychographics: Interests, values, behaviours, pain points, and desires.
- Buying Triggers: What makes them buy? Is it urgency, social proof, or a specific problem they need solved?
Pro Tip: Use customer surveys, reviews, and competitor research to build a detailed customer avatar. The more specific you are, the better your targeting will be.
2. Leverage Platform-Specific Targeting Tools
Every platform has its own targeting capabilities, and understanding how to use them is key. Here’s a breakdown of the major players:
Facebook/Instagram Ads
- Custom Audiences: Upload your email list or retarget website visitors.
- Lookalike Audiences: Use your best-performing audience to find similar users.
- Detailed Targeting: Narrow down by interests, behaviours, and demographics.
Google Ads
- Keyword Targeting: Focus on high-intent search terms.
- In-Market Audiences: Target people actively searching for products or services like yours.
- Remarketing Lists: Re-engage users who’ve interacted with your site or app.
TikTok Ads
- Interest Targeting: Focus on niche communities and trends.
- Behavioural Targeting: Reach users based on their activity on the platform.
- Custom Audiences: Retarget users or create lookalikes.
Action Step: Choose one platform and master its targeting tools before expanding to others. Trying to do everything at once will dilute your efforts.
3. The Power of Retargeting: Low-Hanging Fruit
Most people don’t convert on the first touchpoint. In fact, it takes an average of 7 interactions before someone makes a purchase. That’s where retargeting comes in.
How to Retarget Effectively
- Segment Your Audience: Not all visitors are the same. Retarget cart abandoners differently from people who just visited your homepage.
- Use Dynamic Ads: Show users the exact product they viewed or left in their cart.
- Time Your Ads: Don’t bombard people immediately. Space out your retargeting ads to avoid ad fatigue.
Pro Tip: Retargeting isn’t just for sales. Use it to nurture leads, promote content, or build brand awareness.
4. Test, Test, Test: The Data Doesn’t Lie
The biggest mistake advertisers make is assuming they know what will work. The truth? You don’t. That’s why testing is non-negotiable.
What to Test
- Audiences: Test different demographics, interests, and behaviours.
- Creatives: Experiment with images, videos, and ad copy.
- Placements: Try different ad placements (e.g., feed, stories, search).
How to Test
- A/B Testing: Test one variable at a time to see what drives results.
- Budget Allocation: Start small and scale up once you find a winning combination.
- Track Metrics: Focus on key performance indicators (KPIs) like click-through rate (CTR), cost per click (CPC), and conversion rate.
Action Step: Set up a testing schedule and review your data weekly. The more you test, the faster you’ll find what works.
5. Focus on Intent, Not Just Interests
Interest-based targeting is great, but it’s not enough. Why? Because not everyone interested in your niche is ready to buy. That’s where intent comes in.
How to Target High-Intent Audiences
- Search Ads: Target keywords with high purchase intent (e.g., “buy running shoes” vs. “best running shoes”).
- Behavioural Data: Use tools like Google Analytics to identify users who’ve taken high-intent actions (e.g., adding to cart, signing up for a free trial).
- Lookalike Audiences: Build audiences based on your highest-value customers.
Pro Tip: Combine interest and intent targeting for maximum impact. For example, target users interested in fitness who’ve also visited your pricing page.
6. Craft Irresistible Offers
Even the best targeting won’t save a weak offer. If your ad isn’t converting, ask yourself: is the offer compelling enough? Here’s how to create one that works:
- Solve a Specific Problem: The more specific, the better. “Lose 10 pounds in 30 days” beats “Get fit.”
- Add Urgency: Use time-sensitive offers like “50% off today only.”
- Use Social Proof: Highlight testimonials, reviews, or case studies.
Action Step: Test different offers to see what resonates with your audience. Sometimes, a small tweak can make a big difference.
7. Don’t Ignore the Funnel
Targeting isn’t just about who you’re reaching—it’s also about where they are in the buying journey. Tailor your ads to each stage of the funnel:
Top of Funnel (Awareness)
- Goal: Introduce your brand.
- Ad Types: Educational content, free resources, or entertaining videos.
- Targeting: Broad audiences or lookalikes.
Middle of Funnel (Consideration)
- Goal: Build trust and nurture leads.
- Ad Types: Case studies, testimonials, or product demos.
- Targeting: Retarget website visitors or email subscribers.
Bottom of Funnel (Conversion)
- Goal: Drive sales.
- Ad Types: Discounts, limited-time offers, or free trials.
- Targeting: High-intent audiences or cart abandoners.
Pro Tip: Use analytics to track where users drop off in the funnel and adjust your targeting accordingly.
8. Stay Ahead of the Curve
The digital advertising landscape is constantly evolving. What works today might not work tomorrow. To stay ahead, you need to keep learning and adapting.
How to Stay Updated
- Follow Industry Leaders: Subscribe to newsletters, podcasts, and blogs from experts in your niche.
- Experiment with New Features: Platforms like Facebook and TikTok are always rolling out new targeting options. Be an early adopter.
- Analyse Competitors: Study what’s working for them and adapt it to your strategy.
Action Step: Dedicate time each week to learning and experimenting. The more you know, the better your ads will perform.
Targeting is the foundation of any successful ad campaign. Get it right, and you’ll see higher conversions, lower costs, and a better return on investment. Get it wrong, and you’re just burning money.
Remember: it’s not about reaching the most people—it’s about reaching the right people. Use the strategies in this post to refine your targeting, test relentlessly, and create ads that convert.
Now it’s your turn. Take one of these strategies and implement it today. Because the only thing standing between you and better results is action.