Social networks have become . Today, there are about several dozen of them in the world, but not many stand out as worthy of investment.
Conventionally, social networks can be divided by popularity into three categories:
by average age of the audience;
by content type;
by geography of distribution.
If you look at the first point, each social saudi arabia mobile number owner name network is popular in certain age groups of the population. In the graph below, social networks are ranked by priority from 1 to 5 places depending on age.
Топ-5 фаворитов поколений и самые быстрорастущие социальные сети
According to GWI, the reasons for the popularity of social networks in 2024 are as follows:
Communication with family and friends.
Self-entertainment.
See what your friends are doing.
Search for interesting content.
Reading the news.
Priorities for consuming types of content in a particular social network depend on the audience.
Основные причины использования социальных сетей
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Modern social media traffic beats records of all sites in the world. According to Ahrefs, social networks together concentrate more than 5 billion search traffic!
Трафики современных соцсетей бьют рекорды всех сайтов в мире
Therefore, social networks today are a serious enough argument in favor of being taken into account, and there are not many ways to attract traffic to your projects in them. Among them, we can highlight organic promotion in social networks, traffic flow from other channels and targeted advertising.
What is targeted advertising?
Targeted advertising is a type of paid online advertising that is directed at pre-selected groups of users based on their interests, interactions with your content (and content on the web), and selected demographics. Unlike contextual search advertising, which is shown to audiences based on search queries, targeted advertising targets users without regard to their immediate intentions.
Targeted advertising first appeared in social networks, but recently it can also be seen in Google Ads in the form of special types of advertising (advertising in networks and in campaigns like Performance Max). So it is necessary to distinguish targeted advertising depending on the platform.
Social networking sites and partner sites act as platforms for displaying advertisements.
Facebook has 1.28 billion active users compared to Google's 2.6 billion active users.
But Facebook's retention is much higher - on average, all users in the world view 1 trillion Facebook pages per month! While on average, everyone "googles" about 180 billion queries per month.
It turns out that for every Facebook user there is another Google user who is not registered on Facebook. But at the same time, each Facebook user spends 5 times more time there than in the search engine!
More time means more focus on advertising. After all, if Google search advertising doesn’t have much time to catch a user. They can spend more than 22 minutes on Google per visit, according to Statista , while on social networks this time can be more than one hour.
The targeted advertising market is (according to Business Research Company ) $198.78 billion in 2023. The volume of this market has been growing rapidly in recent years and will grow to $226.73 billion in 2024 with a compound annual growth rate (CAGR) of 14.1%. If we estimate the forecasts, in 2028 it will grow to $362.64 billion with a compound annual growth rate (CAGR) of 12.5%.
To make things clearer for us, let's look at a simple dictionary (glossary).
Term Definition
Ad Group A set of ads within a single campaign that share common targeting and budget settings
Campaign A collection of ad groups united by a common goal and promotion strategy
Coverage The number of unique users who saw your ad
Engagement A measure of user activity, including likes, comments, clicks, and other interactions
CPM Cost Per Mille (CPM) – the cost per thousand impressions of your ad
Placement Where your ad will appear, such as in the news feed, stories, or sidebar
Format The type of ad, such as image, video, carousel, etc.
Audience The user group your ad is targeting is selected based on various criteria.
Lead A potential customer who has shown interest in your product or service
Subscription The process by which a user subscribes to your content, newsletter, or channel
Budget limits Advertising campaign spending limits that are set to control costs
How targeted advertising works
The goal of any advertising campaign is to reduce the cost of attracting the right visitors to your product or service, without sacrificing sales of the service or product itself.
Targeted advertising, like any other, has a classic chain. Before starting work on targeting, it should be written down in the brief of your project:
Task Description of the task
Targeting condition Provide a clear description of who we want to target with advertising
The site We choose which sites and applications we want to display our ads on
Format We decide what advertising format we will use. Targeted types of advertising offer a much wider range of products and ads than do products and ads.
Creativity We need to clearly understand what we will show to our potential consumer.
Targeted advertising works on the following principle:
Create a targeting audience.
Create advertising creative for promotion.
For the selected creatives, you allocate a platform for displaying ads.
Set your budget and advertising delivery methods.
Unlike search advertising, here you are not focusing on the search query , but on the selected audience . The marketer's task is to guess the intentions of the selected audience and correctly select the advertising creative.
How to create a targeting audience?
The first step in setting up targeted advertising will be creating the target audience of your project.
A target audience is a clearly defined group of people, based on social, demographic and behavioral criteria, who may be of interest to your business.
To set up an advertising campaign, you need to clearly collect audiences based on the following criteria:
Floor.
Age (age ranges).
Geography of residence or movement.
Events in life (what are and could be).
Interests (what groups might be of interest to this audience).
Marital status.
Income level.
Как создать аудиторию таргетинга
All audiences are narrowly defined groups of people that you segment your ads to.
For ease of segmentation, you can collect audiences using Mark Sherrington’s method (or 5W).
Our main specialization now is the promotion of websites in the trading theme.
Let's try to gather an audience of traders.
Question Target Audience Example 1 Target Audience Example 2
What Visitors looking for information and initial steps in cryptocurrency trading on binary options Visitors who already have experience in cryptocurrency trading on binary options, looking for advanced strategies and analytics
Who Men and women aged 18-35, students and young professionals interested in investments and additional income Men and women aged 25-45, working professionals, entrepreneurs, financial analysts who are actively involved in trading
Why They are looking for ways to improve their financial situation, want to learn the basics of cryptocurrencies and binary options, and strive for financial independence Looking for new trading strategies, want to improve their profitability, interested in analytical tools and market forecasts
When They actively search for information and visit websites in the evenings and on weekends when they have free time to study and learn Visit sites regularly during the workday and in their free time, when they can analyze data and monitor the market
Where Mainly from cities with high internet penetration and access to financial services, such as major cities and metropolitan areas Globally, with a focus on financial centers and regions with active cryptocurrency trading, such as the US, Europe, Asia
Audiences like these are great for setting up targeted ads for you.
I talked about the target audience in more detail in this video.
Target Audience: What It Is and How to Collect It (Full Guide)
Целевая Аудитория: Что это и как собирать (Полный Гайд)
In targeted advertising, there is a clearer concept of audience funnels. Here you can build multi-level campaigns, which are usually ignored in search advertising.
A marketing funnel is a sequence of attracting an audience to your project and business. This funnel is built in several stages - from interaction with your brand and content (getting to know the product), and then in several stages - it already goes to contact to sell your services and products. The principle of the funnel is based on the fact that the first stages collect a much larger audience, while at the bottom of the funnel there are already much fewer buyers.
For example, you can redirect traffic in the binary options niche, as we do for our projects, to sites that teach the basics of trading and methods of buying and selling currencies.
Yes, there are moderation issues, and this is where multi-level advertising campaigns come in handy.
Compared to classic sales funnels, the target funnel has significant differences:
Social networks allow you to attract an audience using the “friends of friends” mechanics.
Social networks allow you to target advertising to a similar audience.
Customers can share your product posts, comment on them, and thus immediately attract a more loyal audience to your product.
Воронка в digital-маркетинге
That is, if in Google Ads everything ended with conversion, and then the contacts went to sales to retain them through chat bots and email newsletters, here you have a much larger arsenal for working with the audience.
