When creating a paid social campaign, as is the case with any marketing activity, it is important to understand the brand’s audience – particularly how advertising can address their pain points or trigger a desire. This chapter outlines different segmentation and targeting options for making campaigns on social platforms more effective. It covers:
- Audience segmentation: What qualities of their audiences should brands consider to enable effective creative and targeting?
- Audience targeting: What are the four broad types of audience targeting, and how can they help advertisers reach campaign goals?
- Broad targeting: What are the benefits of targeting with as few settings as possible?