Welcome to the world of Facebook advertising, where targeted advertising is the norm, and businesses have to be strategic to get the attention of their desired audience. As a marketer, you must have heard of Facebook ad targeting and the importance of targeting the right audience for your ad. However, the concept of targeting can be complicated, especially for small businesses with a limited budget. In this blog post, we will explore the principles of targeting and how AI is already playing an active role in marketing campaigns.
To start, let’s understand the general concept of targeting. Targeting is the process of selecting a specific audience based on various factors like age, gender, interests, behaviors, and more. It helps businesses to reach out to people who are most likely to be interested in their products or services, reducing the waste of marketing efforts and increasing the chances of conversion.
However, targeting can also be complicated, and businesses need to know when to leave things broad and when to refine their audience. For example, larger brands with higher budgets may need to narrow their audience from millions to thousands to ensure they can get the best results out of their ad campaigns. In contrast, small local businesses with limited budgets should leave their targeting open and broad since most of their customers are within a few miles of their business.
Now let’s talk about AI and how it’s playing an active role in marketing campaigns. Cloud Vision API is a tool that uses AI to decipher the content of images and videos. When you upload an ad image or video, Cloud Vision API analyzes it and determines its content, including faces, objects, labels, sentiment, and more. It also reads the text from the image and identifies the offer and information contained within it.
For example, if you upload an image of braces for kids in Illinois, the AI can decipher the text and identify the offer, location, and target audience. Similarly, if you upload an image of Invisalign, the AI can identify the brand, logo, offer, and target audience. Therefore, instead of targeting people interested in dentistry or Invisalign, you can leave your targeting open and let your creativity, images, and ad copy do the work for you.
The key takeaway from this is that businesses no longer need to rely on outdated or irrelevant targeting strategies. AI is already doing the work for them, and by leveraging creative images and ad copy, businesses can reach their desired audience without spending a fortune on targeted advertising.
In conclusion, targeting is an essential aspect of any marketing campaign. However, businesses need to understand when to leave their targeting broad and when to refine it. With the power of AI, businesses can now leverage creative images and ad copy to reach their desired audience, reducing the need for targeted advertising. Remember to focus on psychographics rather than demographics, and let your ad do the talking.