If you are new at online advertising, it can be tricky to hone in on the perfect target audience that will yield the best and most profitable results. Sometimes, people have no idea whether their digital adverts will lead to sales. Let us have a look at how to obtain customer profile data and get the perfect target audience/s to use in digital advertising and ensure great results.
There are 2 common ways to gain insights about your ideal customer profile:
#1: Get General Data with a Broad Facebook Campaign
If you’ve never run any online advertising, especially if you are new to Facebook Advertising, you’ll need to start with an advert that has very little targeting. Use generic copy and visuals / video that promotes your business or product, and avoid adding any targeting parameters like interests, age, or time limits. If your products or services are only available locally, you should set the location to the area your customers will be in (if you deliver globally, do not set the location).
The goal of this broad campaign is to discover the traits of people that find your content appealing, and then use that data to set up targeted ads with content that will appeal to that audience. Data obtained from Broad Facebook Campaigns include:
- Age Ranges
- Gender
- Geographical Location
- Devices Used
- Best Days and Times for Ads to run
#2: Get Specific Data with SurveyMonkey
Set up a SurveyMonkey quiz to discover more specific traits about your customers to create digital ads that resonate with actual shoppers.
Before you get started on SurveyMonkey, grab some paper, and compile a list of questions that relate directly to the data you will need to set up your ad targeting. Aim to write these questions in a fun, easy-to-understand, creative way. Look at question and answer logic. Will certain answers lead applicants to a different ‘next question’? Having an overview of your survey on paper will be a huge help when you create it in SurveyMonkey.
Keep your survey fun and simple. Nobody likes to spend more than 3 minutes on a survey. To speed things up, opt for multiple choice questions or have answers already listed, so that your applicants can simply read, click, and move to the next question. The better the user experience, the more likely applicants will complete the survey.
With your survey plan in hand, log in to SurveyMonkey and set it up. You can find the step-by-step guide for setting up a SurveyMonkey survey right here. Once set up, you can share your survey link on your website, social platforms and through your newsletter (if you have a database of contacts already set up, if not have a look at MailChimp to get started with email marketing, we’ve listed the benefits of email marketing in this article).
If you opt for the paid version of SurveyMonkey, you can add your company logo and brand colours. Paid versions also come with a variety of features you may find beneficial, and we recommend it if you plan to use SurveyMonkey regularly and if you want to get more intricate with question logic. However, if this will be your first survey, the free version is great to test things out.
What to do next?
Once you have all this data about your customers, you can go ahead and set up extremely specific advertising that appeals to people you know will click the link and make a purchase. Creating specific ads can be a bit time consuming, as your advert’s copy and creative elements will need to speak directly to that one audience, meaning that you will need to create separate ads for each specific target audience. However, a more personalised ad experience will lead to more clicks and usually at a cheaper rate as platforms like Facebook and Google prefer to push ads that are more relevant to the viewer.
Data that can help with targeted ads include favourite hobbies and interest, age and income ranges, geographical location, times they tend to use the internet and social media platforms, devices used to browse the net, and…well the options are endless really. You can get even more specific by using collected data in your ad visuals, like asking for favourite colours in your survey and then using products that boast those colours in your ads. Play around with all the data you collect, creating as many different ads with it as you can, and see which combinations give you the best results at the lowest rates.
You can also use this collected data to further boost your business, either by creating products that your shoppers yearn for, or by testing the waters to see if people will be interested in an upcoming company event.
In digital advertising, the more you know about your target audience the more wisely you will spend your advertising budget and obtain better ad results.
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