Almost every business has an online presence, be it on a single social media platform or multiple because online advertising has become the ultimate key to success.

Before placing your ads, it is crucial to be aware of the ideal platform where your potential clients are most active. This could differ based on various factors since each platform has a specific audience with distinct interests. For instance, if you are looking for baby boomers then Facebook is the place to go. If you want to target the Gen Z audience, you have to think of other platforms such as TikTok and Instagram.

This article aims at guiding you in your online advertising journey by informing you on ways to use the audience features to yield better ad performances. 


There are a variety of online digital tools that facilitate the process of audience segmentation’. Let us define the term before diving in further.

‘Audience Segmentation’, also known as ‘audience analysis’ is a type of research that helps you in grouping the audience based on their language, geolocation, ethnicity, economic background, level of education, personal interests, and so forth.

Assuming you own a luxury resort, equipped with the latest technologies, and have the best customer service, then logically speaking, you should target people falling from upper economic classes. You can also segment your audience based on their ethnicity. If you have a service or product that you think might interest an X community, then you can surely apply this strategy. Ethnic segmentation usually applies to countries with diverse demographics: such as the United States. Make sure whatever ethnicity you choose your ads to target is relevant to their lifestyle, values, and culture.

Conduct Marketing Surveys: 

Sending out marketing surveys to people is an effective way of having an estimate of who might convert to a long-term loyal customer. These insights will help you familiarize yourself with the market’s needs and will also help you identify your ‘key personas

To start sending out surveys, make sure to check out these free survey tools: Google Forms and Survey Monkey.

Narrow Down your ads:

Refrain from using general ads and focus more on your brand’s storytelling. Ads either make or break your campaign. Thus, knowing your audience well (after conducting audience analysis) will surely help you in designing a meaningful and compelling ad.

Know Where/When to Spend:

Advertising is certainly essential for spreading awareness and eventually increasing sales, yet you should be extremely cautious while designing and executing the ad. Take it this way, if you are planning on advertising on Facebook, the platform has around 2.45 billion users coming from diverse demographics. Hence, instead of going with generic ads targeted to different people, be as specific as possible.

In addition to that, know where to be active around. Assuming you have a gift shop where you offer gadgets and Christmas decorations, then November and December could be your time to shine. Keep in your mind that the purchase consideration window for those who are looking to buy is around a week (+-).

Moreover, if Instagram is the platform that you are using, then the best time to post is between 1:00-5:00 p.m. While if we are dealing with B2B organizations, then 12:00-1:00p.m or 5:00- 6:00p.m, and Posting on weekends is advisable.   

Retarget those who did not convert: 

Another famous and useful strategy!

Retargeting is a self-explanatory term that means targeting those who visited your website but did not go to the conversion stage. Retargeting could be done by offering those who did not previously convert, a discount on their first purchase. Google states that it usually leads to a 41% increase in conversion

Most advertisements pass through these three major stages: 

  1. Awareness stage: This is where you get a chance of introducing your brand
  2. Consideration stage: This is where people get encouraged to check out your website, send you messages, and view your social media content
  3. Conversion stage: the result that matters! Conversion is when the audience purchases your products or services. 

Extra tips: 

  • Make sure to incorporate creative elements in your ads. This does not mean to overuse elements but to produce something unique and informative. Try telling your brand’s story visually.
  • Know where to invest! Do not just throw money at different platforms that will not yield success. Be sure of your audience and target them on the right platform at the right time.
  • Consult! Consult! Consult! Whenever you get confused on which platform to use and what tool to utilize, be sure to seek help from professional media agencies.
  • Be responsive to your customers’ concerns and feedback, this strengthens your relationship with them and builds loyalty.
  • Finally, try to reach out to influencers who might help you to voice your work.

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