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How-to 21 min read

How to define a targeted ad

In online marketing, targeted advertising definition is as an advertisement that is provided to a specific audience, which might be a demographic, a group, or an individual. Targeted advertising can simply mean that ads are chosen based on their relevance to the site's content, with the presumption that they will also be relevant to the site's audience.

Are there any disadvantages to targeted advertising?

  • Audience burnout. Your viewers will undoubtedly see targeted advertisements. However, if potential customers are constantly exposed to the same advertisement, they will become tired of it, cease to notice it, and fail to respond. The CTR (click-through rate) will eventually run out. To avoid this, you should update your ad creatives on a regular basis.

  • Ads moderation. Each social media platform has its own set of guidelines for displaying and developing advertisements. We urge that you check them out before you advertise your product. This will assist you in avoiding ad blocking.

Targeted advertising on Tiktok

TikTok advertising is similar to what you're used to seeing on other social media platforms. TikTok has an easy-to-use ad platform with its self-service Ads Manager that takes no time to understand and utilize successfully. TikTok has a global audience of over 150 million users and is one of the most downloaded apps on the market. TikTok advertising can also be put on the platform's other services. TikTok allows you to find audience targeting based on their age, gender, location, hobbies, and other factors. You can also develop customized audiences.

It's simple to make commercials on TikTok. You begin by creating a Campaign, then move on to creating Ad Groups, and last, producing Ads. To build a successful social media advertising strategy, you should first understand how each of these components interacts. This will assist you in creating target audiences, setting a reasonable budget, and designing eye-catching content, allowing you to grow your ad outreach, improve ad performance, and accomplish your TikTok video ads objectives.

Targeted advertising on Google

Google AdWords is a system for displaying contextual ads on the Google partner network's websites as well as in the search results of the same-named search engine. Google has a considerably wider partner network, which expands the audience's overall reach. We collected some beneficial features of Google targeted ads:

  • Higher precision of time-based targeting (lower threshold - 15 minutes);

  • Significantly improved geolocation accuracy for various targeting settings (up to the detection of residences or buildings);

  • Adaptable to the jobs you need and with broad KPIs, such as ROI, CRO, CPC, and others;

  • Targeted advertising in Google can be fine-tuned by selecting user interests, resource categories, and specific sites where your adverts can be displayed;

Why can geo-targeting be a struggle for marketers?

  • Web users are still quite concerned about their privacy. When it comes to practically any focused marketing or sales approach, user privacy is now the most important factor for every business.

  • Many prefer to switch off location data rather than allow it to be used by data providers like Google when it comes to sharing location data. Users are tired of seeing location requests and are unlikely to share their own.
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Targeted advertising examples

  • Ads on social media. These social media ads appear on platforms such as Facebook. These adverts could come from other sites, such as eBay, based on your eBay activity. The ads, on the other hand, may be related to the articles and sites you like on these platforms.

  • Ads in Search Engines. The type of customized adverts you receive may be influenced by what you look for on the internet. When you search the internet for something, you may notice adverts related to it on the right side of the results page.

  • Behavioral Ads. It is a sort of targeted advertisement that is based on your online behavior. Your online behavior reveals a lot about you.
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Targeted online advertising is a type of advertising aimed at the target audience which takes the audience type into account: age, location, interests, and other features. Targeting helps narrow down the original sample to an audience that is potentially interested in your product or service. Let's consider examples of targeted advertising and how to configure it.

The development of Internet technologies has opened up new marketing opportunities. Analytical systems, counters, and internal website trackers allow you to track user behavior which is represented by interests, location, geographic data, visited websites and pages, search queries, etc. These statistics make it possible to divide the audience into segments.

Traditional advertising, for example, on TV, radio, and in the media, covers all consumers including those who are not the target audience of the advertiser. The number of people who saw such an advertisement is higher which also increases its price. However, most of the impressions usually do not yield a response.

The advantage of targeted advertising is the opportunity to select a group of users potentially interested in your product. Such advertising is more effective in terms of conversions and budget expenditures.

What is targeting

Targeting is a way to select the target audience according to specified criteria. The term comes from the word target which means a purpose or an aim. The result of targeting is targeted advertising impressions, that is, impressions to users your product or service is focused on.

Major advertising targeting options:

  • geotargeting;
  • interests or subjects;
  • run time;
  • socio-demographic;
  • behavioral targeting.
How audience targeting and segmentation works

Advantages of targeted advertising

An advertiser gets the opportunity to show ads to those users who are most likely to be interested in their product. Information about the audience also allows you to make advertising more personalized in terms of the content. This reduces costs, increases the conversion rate, and return on marketing investment.

In addition, statistics from such campaigns help to determine how effective a particular targeting method is. If the subject group does not yield results, you can remove it from the settings of the advertising campaign and direct the budget to a more profitable user segment.

Targeted advertising has advantages not only for advertisers but also for consumers. The information space is overloaded with unnecessary information and advertising.

Targeted advertising allows users to more frequently see products of the interesting segment in the advertising stream, for example, in the Facebook news feed, videos on YouTube. Some resources provide the opportunity to choose the subjects of displayed ads.

Targeted advertising and types of business

Given the differences in target groups and business subjects, targeted advertising will be relevant in almost any project. However, for some companies that want to make themselves famous, targeted advertising is a must.

  • Local companies. Geotargeting involves the affiliation of the audience not only to a specific country but also to the city and region. For example, the owner of a car service, gym, a coffee shop can acquire local audiences within a radius of 1-5 km using the appropriate settings.

  • Focused products or services. Most projects can be considered more or less centric. For example, young middle-income families renting an apartment may be interested in a website of a new residential compound, and cat owners may be interested in information about a hotel for pets during summer vacations.
  • В2В segment. Enterprises are looking not only for retail customers but also for dealers, intermediaries, and business partners. It is advisable for open investment funds or franchisers to target advertising at beginner or experienced entrepreneurs, people with a fairly high level of income, and relevant interests.
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Examples of targeted advertising

An active Internet user is constantly faced with targeted advertising. The main examples include:

  • advertising on social media;
  • banner advertising on websites;
  • advertising fragments in videos;
  • advertising on mobile phones;
  • paid search advertising.
Facebook Targeted Advertising Example
A user may notice that the advertisement that they see on the Internet often coincides with interests or reminds of recent actions. For example, visitors to the online store website can see promotional banners of this store while browsing other websites.

In this case, an advertiser saves data about website visitors and targets advertisements on them as if they have not made a purchase yet, but were interested consumers. This is how retargeting works.

Display advertising settings on Google include the choice of websites for placing banners depending on the interests, demographic characteristics, and other features of visitors. Paid search advertising is also targeted. In the case of paid search advertising, targeting is carried out by keywords that users enter in the search bar.

Most online marketing services allow targeting by device, for example, displaying ads only to users of mobile devices.

How to set up social media targeting

Targeted advertising on social media opens up an opportunity for advertisers to spend their budgets more efficiently. Users who see such advertisements are potentially interested audiences. Therefore, the click-through rate of advertising banners is higher.

Let's consider the most popular social media and the targeting features in each of them.

Targeted advertising on Facebook

Facebook is a great platform for targeted advertising. This social network is popular all over the world and has a huge number of users in a wide age range. In general, the audience of Facebook is solvent and susceptible to advertising.

The main advantages of advertising on Facebook include:

  1. Ads are placed in the visible part of the screen. Advertising appears not only in small blocks to the side of the page but also directly in the news feed, and that makes banners more visible.
  2. Numerous targeting parameters. Facebook's detailed targeting allows you to identify the clearest portrait of the target audience.
  3. High requirements for advertisers. To launch advertising on Facebook, you must comply with the rules of ad placement and moderation. A business page should inspire confidence, advertise officially acceptable products and services, use quality and informative advertising. These requirements also increase user trust in advertising.

How to configure targeted advertising on Facebook:
Create a business page on Facebook. You must assign at least one user with a personal page as the page administrator.
Create an account in Facebook Ads/Facebook Business Manager. Through the service, you can customize, run and analyze campaigns, as well as manage your budget.
Create a campaign. When creating a new campaign, you must specify its name and purpose, that is, traffic, conversions, offline stores visits, and others.
Set up a campaign. At this stage, you need to specify all the necessary conditions for targeting, that is, gender, age, location, interests of the audience. You can target ads by marital status, income level, and other characteristics.
Detailed Facebook Targeting
Specify placements. When setting up advertising, you can choose the type of device that you should focus on. Advertising on Instagram is also configured in this section.
Define the impression schedule and campaign budget.
Create advertisements. At this stage, you need to compose commercially attractive texts and select banners oriented on the target audience according to the targeting settings.

Targeted advertising on Instagram

The advantage of targeted advertising on Instagram is the activity and engagement of the audience. In the Russian-speaking space, the social network Instagram is at the peak of its popularity.

A typical Instagram user is ready to perceive visual content. The Instagram audience usually view the news feed from a mobile phone several times a day.

How to configure targeted advertising on Instagram:
Prepare the Instagram page for a promotion, that is, fill it up with posts with high-quality images.
Link Instagram and Facebook business accounts.
Set up targeting through the Facebook Ads Manager account.
Make sure that the Instagram platform is switched on in the Placements section.
Configure your advertisements using banners suitable for Instagram format and selling Call-To-Action text aimed at the target audience.
Instagram targeting

FAQ. Common questions about targeting advertising

What is targeting advertising?

Ads that are shown to a specific set of people are known as targeted ads. Targeting is based on criteria such as age, location, and internet activity, among others. It's a strategy for reaching out to those who are most likely to be interested in the product.

What is target audience in advertising?

The target audience is the group of people who are most likely to want your product or service and, as a result, should notice your advertising campaigns. Age, gender, wealth, geography, interests, and a variety of other criteria can all influence who your target audience is.

How targeted internet advertising works?

Consumers use web services or ingest content online for "free," yet they pay for it with their personal information and attention. Users' information is collected by websites and ad networks, which is then used to generate categories of people who may be targeted with adverts. These websites make money by selling advertisements in order to maintain their services free for customers. Advertisers pay for their ads to be shown on websites or ad networks. When people click on their adverts and buy their products or services, they get money.


Analyzing the traffic on the Internet allows you to divide the audience by interests, location, and other criteria.

Targeted advertising on social networks is the result of an analysis that allowed us to identify user segments that are potential consumers of the advertiser's products or services.

This advertising generates target impressions, higher click-through rates and helps to efficiently spend the advertising budget.

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