It’s happened to all of us: You’re doing some internet research for something you’re thinking about buying, and almost instantly you start seeing ads for that exact product following you around on social media, your favorite news site — and all the sudden, they’re everywhere.
How many times have you actually found what you are looking for because of those ads? Audience targeting is the reason that we receive digital ads that reflect our previous online searches and actions — and it’s a highly effective advertising method.
How targeting works
Audience targeting is utilized by businesses or organizations to serve highly specific ads to groups of people who are most likely to convert, or in this case, to make a purchase. With digital marketing, targeting is simple because of the data that’s available: user gender, location, age, interests, preferences and more.
Anytime that you accept cookies (files containing data that are saved to your web browser), you’re allowing a website to track your actions and provide information to digital marketers. All of the information gathered is then used to determine the ads you’ll be served. That’s why, if you are searching for a new 40-inch TV, you are going to start finding 40-inch TV ads everywhere — on web pages you visit, on your social media timelines, etc.
Digital ads are doing you a favor.
Because digital ads are customized to you, they provide a personalized, tailored experience that helps you find exactly what you are looking for. It may be a bit unsettling when you begin seeing ads for that air fryer you wanted all over the internet, but these ads are designed to help you find what you’re looking for — you don’t even have to perform a Google search.
Ultimately, advertising is going to be a part of the content you consume, and it’s more worthwhile for you to see digital ads for the products and services that you are most interested in.
When done right, digital ads make your life easier.
Digital ads featuring engaging, personalized copy and inspiring images make it easier for you to find what you want. So next time you see ads pop up for something you searched, remember that the purpose of these ads is to provide you with a customized experience that inspires you to take action.
At the end of the day, targeted digital ads give you a better chance of finding that perfect product or service that, in some way, helps enhance your quality of life.