Set your goals!

Digital marketing or traditional marketing: no matter what type of advertising you choose, it's always important to know your goals. Because targeting will create the structure of the advertisement you will create and the audience you want to appeal to. Do you want "to increase brand awareness"? Or is it what you want to make sales-focused ads? Are you aiming to turn a new audience into your customer or increase conversions from a loyal audience?

It is essential that you answer all these questions clearly. Do not bore yourself when setting your goals. Create two basic categories: short-term goals and long-term goals. This way you will have the chance to plan the programmatic advertising process more easily.

Targeting Options in Programmatic Buying

Unlike manual buying, programmatic buying does not close ad slots until a certain impression is received. Using the support of DSP and DMP software, it captures the right audience for better conversion. Therefore, bulk impressions are not purchased in the programmatic advertising process. It proceeds on a single basis and the auction method is applied for different users. It uses various targeting to reach the right audience in programmatic purchasing. Here are the most common targeting methods advertisers use when running their ads:

  • Demographic Targeting
  • In demographic targeting, the audience that the campaign addresses is determined, and targeting is made using information such as age, gender, occupation, education, and marital status, suitable for the target audience. In line with the data obtained depending on the internet usage habits and search engine profiles of the users, it is ensured that you reach your target audience in the most accurate way.

  • Behavioral Targeting
  • The movements of users on the Internet are tracked by cookies, and after evaluating the footprints they leave, they are tried to be shown the advertisements that are most suitable for their behavior. The time spent on a website, examining similar products, the number of pages visited about these products, the banners clicked, the searches made for the same product or service in a certain time period are very important data for advertisers and advertisers, and an ad targeting using this information.

  • Retargeting
  • It is to try to attract the user who has visited the advertiser's site back to the site and to take an action. It happens with the help of dynamic or static banners. When a potential customer visits the site, a cookie is placed on their computer. In line with this data, you can retarget the user who visits the site. It allows the retargeted visitor to return to the site and take action.

  • Geotargeting or where is my client?
  • It allows your ads to be shown in the geographic locations you choose. In this sense, Adviad programmatic platform allows you to target a specific country, city, zip code, neighborhood, or region within the specified radius of a coordinate. Geolocation targeting allows you to focus your ad campaign where you will reach potential customers and prevent your ads from showing elsewhere. For brands working internationally, geotargeting also allows them to produce ads that are specific to the audiences in that country and suitable for the language of the target audience. Also, geotargeting will increase your ROI rate.

  • Cross-Device Targeting
  • When the user looks at a product or a site from a mobile or computer, if it is noticed that these 2 devices belong to the same user, cross-device targeting is performed. For example, in a scenario where the user looks at the bikes from his mobile device in the morning and leaves the site after adding them to his cart, the potential customer will turn into a customer when he encounters the advertisement for the product he added to his cart while surfing the web on his computer in the evening.

  • Category Targeting
  • Certain products or services may be aimed at an interested audience. Category targeting ensures that your ads appear only on pages in the categories you specify. For example, if your goal is to promote a new car model and your budget is limited, you can proceed by selecting the automotive category. Thus, by concentrating on the audience looking at the car, you can minimize the spent budget.

    No waste of money and time!

    In this article, we briefly talked about the targeting options you can use in programmatic advertising campaigns. These targeting options can be used individually, or a few or all of them can be used together. At this point, the important thing will be the purpose of the campaign and the target audience to be reached. Broadcasting to the whole world without any targeting will be nothing but a waste of money and time.

    We are pretty sure that you don't want to waste your time and money, so the only remaining step is to contact our sales representatives: [email protected]