Targeting

Targeting in Google Ads is set up for users with specific parameters: age, gender, location, type of device, and others. In order for an advertising campaign to be effective, it is necessary to have a good understanding of the settings and use all the features that the advertising platform provides.

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Main advantages

The most accessible, intuitive and effective methods of advertising on the Internet are contextual and targeted advertising. Contextual advertising in Google is displayed on the search page and shown to users who have entered a specific search query.

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Targeted is designed for a wider audience: it is displayed on the sites of the Google Contextual Media Network, YouTube, mobile applications and Gmail. Targeted advertising allows you to capture audiences that are at the lower and middle stages of the sales funnel. Ads or videos are needed to introduce users to a product or service, generate interest in the product and get quality traffic to the site. It is the targeting in Google Adwords that is best suited for promotions, launching a new product on the market, a campaign aimed at increasing brand awareness or improving image.

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Retargeting

Retargeting identifies users who have visited a website, watched a video, or visited an app. The more points of contact a company has had with a user, the more likely they are to make a purchase or order a service. Retargeting is a way to build long-term contact, including with an audience that has already purchased goods.

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Key advantages of retargeting

• Allows you to rationally spend your media advertising budget. Ads in Facebook and Instagram are seen by users familiar with your offer. Payment is charged on the CPA model you pay for transitions, not for impressions. That's why CTR from campaigns is on average up to 3 times higher than for shows to a cold audience.
• High percentage of user conversion from visitor to buyer. People make purchases on the Internet in 4 steps: they look for a product, gather information, compare prices, and order. Retargeting helps to remind about you on the 2nd and 3rd steps, so that the user returns to your site ready to buy.
• Ad campaign audience loyalty. Retargeting is not annoying, unlike untargeted ads. Most of your customers use at least two social networks every day. Retargeting works on all popular social networks at once, and your offer will find a user on any site.

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