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Salient features of segmentation of the target audience in social networks

If your ad is not working, then most likely, you are not working well with it. Try to optimize your placements by dividing your audience in several ways.

What is audience segmentation?

Audience segmentation is the division of your audience into different groups based on various criteria, such as demography, gender, age, interests (by standard features).


Why segment your target audience?

Optimizing a campaign in targeted advertising always involves segmentation. Thanks to this, you do not spend your budget on the non-target audience that brings you expensive clicks and is not interested in your offer.

Imagine that you launched a campaign for a wide audience:  the US natives, 20-50 years old, men and women, did not indicate interests.

Advertising is shown to all members of the audience. Someone clicks on an ad, others ignore it.

If you pay by CPM, for impressions, then you spend your budget on the non-target audience that simply flips through your ads.

CTR (Click-through rate) is affected by the attractiveness of the ad to the audience. Those people who simply flipped through your ads worsen the bottom line, your bids are up, and you pay more for clicks than you could.

And segmentation of the target audience helps to personalize offers: to address the interests of the user, given the information that you know about him. Make a more conservative ad for an adult audience, mention the hobbies of the target audience on creatives.

Choosing Parameters for Segmentation

The previous paragraph might lead you to the idea: if segmentation is so beneficial, let's split the campaign as narrowly as possible.


Although this is a wrong idea. The exceedingly narrow division is called "over-segmentation".

The main consequences of over-segmentation:

  • The inconvenience of campaign management

All running campaigns need to be analyzed and optimized. With extremely narrow campaigns, the process will take a long time. In other words, it won't work effectively - and efficiency is strongly affected.

  • Audience burnout

Narrow audiences quickly end: you show ads to the entire collected base, receive requests from users who are interested in the offer, and afterward must look for new segments. Some processes will take a lot of time: searching, launching, tests, optimization, conclusions. When searching for new segments, the overall results will sag, and on the test phase, you can drain the budget because of hypotheses that have not worked. Accordingly, segments of the target audience should not be too narrow.

Segmentation criteria

Let's look at the parameters by which you can segment your audience in targeted advertising.

Socio-demographic characteristics

  • Gender;
  • Age;
  • Marital status;
  • The presence of children;
  • Income level;
  • Education;
  • Occupation;
  • Field of activity.

Geographic characteristics

  • A country;
  • Region;
  • Town;
  • The size of the city (0-100, 100+, million-person city).

Interests

In social networks, the principal and fundamental factor in segmentation are the interests of the audience. You can identify them in different ways: through the settings in the advertising account (Facebook, MyTarget), through subscriptions and community activity (MyTarget), and so on.

Interest segmentation depends on the technical capabilities of the platform you are working with and the specifics of the project.


We offer two ways of segmenting by interests in targeting:

* From the audience

Keep your mind away from the settings of cabinets and cases, make an approximate list of the interests of your potential buyer.

After that, think about how you can find each of these criteria through an advertising account.

* From opportunities

View your system preferences, view your Facebook targeting list, and recommended targeting options. An important point: in the "detailed targeting" list, not all possible criteria are initially displayed. Start typing the interests you need, and similar options will appear in the recommendations window.

Run through the settings and presume about which of the proposed interests will suit you for the test.

Warm and Cold Audience

Divide users into old and new audiences in relation to your brand is one of the most critical tasks.

The new audience is the users on which you're tuning in using interests and other targeting options.

The warm audience is databases of users who have already interacted with you.

  • Site visitors;
  • Community followers;
  • Those who saw an ad;
  • And who watched the video;
  • Subscribed to the email directories;
  • And so on

Technical criteria: division by devices

Device segmentation is important with technical limitations: for example, your site does not work well on the iOS but displays well on Android.


To decide on this separation, analyze the conversion results in Google Analytics.

Mobile and desktop formats

This is an important separation to increase conversion.

Ordinarily, mobile clicks are often cheap, but the conversion is low. For example, if the form on the site is too detailed, and users do not want to fill out it from the phone.

The separation of traffic on mobile and desktop in some projects can be laid at the start.

Segmentation strategy

Consider how to build work with the segmentation of the target audience according to different principles:

From wide to narrow

Run ads by interests, later collect data. Divide by gender and/or age. Divide into Desktop and Mobile if you see the difference in conversion.

From narrow to wide

Divide into a large number of segments, run an advertising campaign. Look at the projects that work effectively and are relatively close to each other.


So, let's now summarize why do you actually need the segmentation: segmentation of the target audience allows you to save the budget, improve the performance of advertising campaigns and scale advertising. You can segment your audience according to different criteria, their set depends on the product and the task.

AuthorLucas Martley
Date11.12.2019
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