The reason online advertising is so effective is the precision with which we can now target people who have the characteristics of our ideal customer.
This short series explains how digital targeting works, and the first two factors we’re going to discuss are age and gender.
While making assumptions based on stereotypes is unfair on an individual basis, it remains the starting point for targeted advertising. The majority of fifty-five year old men are not likely to spend $300 on a kitchen mixer, even if it can also make noodles. There’s a pretty good chance though, that fifty-five year old men may be very interested in the newest Mustang convertible.
Now, we flip that. What are you selling? Who is most likely to make such a purchase? And, within that group, who are the best customers? Example: you’re selling the Mustang convertible. You know that 85% of buyers are men between the ages of 35 and 55. You also know that the 35 to 45 year old group are the ones that cause you the most headaches, want a deal you just can’t offer, complain later about the most minor of issues, are rarely satisfied, and may be hurting your reputation with their ranting. So, your ideal customers are men 46 to 55 years of age.
If you want to advertise on Facebook, narrowing your audience to men in that age group is no problem at all. But is Facebook the best platform for selling cars to this group? Stay tuned.