Creating a targeted approach when developing a campaign strategy is essential. The target method allows for you to truly define your audience, your goals, and your desired ROI. In past years, the ideal way of targeting has been through narrow targeting.
Narrow targeting is a method that specifically targets a certain group, region, or message. You are essentially tailoring your content and ad message to a particular niche. This way, you are being the best you can be to a certain group. Utilizing narrow targeting with Facebook has been useful given its ability to centralize and hone in on audience’s. This way, you can be sure you are connecting with your intended audience.
Your target audience is where you want to drive towards certain promos, products, or pages. Since that audience most closely connects to your brand, that is who you can expect to convert. However, narrow marketing is not the only useful marketing strategy. This narrow approach on advertising can actually block opportunity. To balance out your marketing strategy, it is important to implement broad targeting.
How does Broad Targeting Work?
With the new Facebook update, there are more options on finding potential customers. One method of this would be through broad targeting. This approach serves as a way to produce ad tests and marketing campaigns that are general, but relevant.
This is straying away from posting for niche, specific audiences. This is in terms of specialized content creations that targets their specific behavior, interests, beliefs etc. You can create ads that are appealing to a bigger audience without specifying.
When you use this method on Meta, you are relying on their systems to find potential customers and a new audience. Meta attempts to find the best audience for your ad. It may not be your target, but it will be who that specific ad is best suited to. Using the data exchange through Pixel, you can accomplish this.
Why is this helpful?
First and foremost, it is important to remember that your target audience may not always be your target audience. Your brand is going to grow and change over time. Who may be best suited for your product or service will adjust.
Since consumers are not always loyal, broad reach is important for continuing to bring in new customers and raise brand awareness. This is to make sure you do not have a decline in audience.
Using broad targeting with Pixel’s help can help with this adjustment. When you use this method on Meta, you are relying on their systems to find potential customers and a new audience. Meta attempts to find the best audience for your ad. It may not be your target, but it will be who that specific ad is best suited to.
This way, you can accumulate a new audience. You can discover a target audience you did not know worked for your brand. This is essentially creating brand awareness by using ads to increase visibility.
The truth is, your target audience has probably been exposed to your products and services many times. This intense frequency can create desensitization in your audience because of how often they see. Consequently, there is a decrease in ad impact.
However, exposing a new audience can rejuvenate your ad marketing. To stay competitive in your marketing, continuing to attract a new audience is important. This way your company can create a more attractive response to prospective customers.
Narrow targeting through Meta, or any social media, is an extra cost. The broad reach allows you to accumulate more audience, create general content, and save on your marketing budget. Use this approach especially for test ads.
Spend to Impact Response Function
According to Marketing Evolution, the Spend to Impact Response Function (or SIRF) is “an algorithm that mines and analyzes data from past campaigns to develop curves that plot the impact, e.g., sales lift, for various levels of spending on each part of the marketing mix”. Meaning the steeper the curve, the higher the ROI.
This ties in directly with broad vs narrow marketing. Narrow marketing does make it easier to track a prospective ROI. This is because you can guess what products or services (and marketing tactics) your target audience would most likely be attracted to based on past ad campaigns.
Broad targeting does make that tracking process a little harder. Since you are targeting a new audience, it can be difficult to estimate that data. However, Pixel uses your company information to understand the best audience to present your ad to. While it is broad, it is still targeted.
With narrow marketing, you are spending more on the campaign to target your audience. This tight targeting presents risk with receiving ROI. This risk intensifies when your ad campaigns start losing impact with your audience.
If your ads are starting to lose value with your audience, then so are the dollars you are using to advertise to them. The whole point of investing in narrow targeting is to produce more. Broad targeting can allow you to save money while you strategize your approach. Hence, allowing you to increase your curve with SIRF.
Above all, Target Creatively
While you are generalizing your brand message, you do not want your content to falter. Continuing to produce high quality social media content is a main component in staying compeitive. High quality content is more eye-catching, and can have a hard hitting impact on a new audience.
Penji’s unlimited graphic design service is the perfect alternative when it comes to content creation. With Penji, you can have multiple design projects being worked on. This way, there is less wait time on project return and a guarantee of high quality.
Customers want to see unique ads. Penji can help create branded ads that really speak to your company’s personality. This way, you can be sure you are creating the right type of brand awareness for your brand. Visit Penji to learn more!
