How to segment your social ads

Targeting is not a new tool, but it is one that, when used correctly when publishing your social ads, can give you extraordinary results. Targeting is the opportunity to serve super-targeted ads that appeal to your customers' particular tastes, feelings, preferences and needs, with an unprecedented level of precision.

This way, you can tailor your social ads strategy to increase the effectiveness of your ads, ensuring that they are shown to exactly those customers and prospects who are most likely to interact, i.e. click, buy, engage or, in other words, get value from your social ads investment.

Choose your playing field for social ads

The first decision you will have to make when defining your social ads strategy is the playing field, i.e. the platform or social network where you will publish your ads. Here the question you need to answer is: where are my current and potential customers?

Define your audience

The previous point goes hand in hand with this one, since for the development and implementation of any marketing strategy, including social ads, you should know your audience as well as possible. For this, social networks provide a wealth of data and statistics, which you must filter to rescue those that are relevant to the products or services you seek to promote.

Once you have defined your audience, if you want to take this a step further in your strategy, you can define groups within your own audience, to create micro-segmented ads that target even smaller groups, or niches, of customers.

Use your tools

You have already chosen your playing field and defined your audience. The next step is to take advantage of the tools that social networks provide to make the most of the investment you will make in social ads and thus achieve as high levels of interaction with your ads as possible.

When posting an ad on a social network, the options for personalising the target audience, i.e. the people your ads will reach, are many: from age and geographic data to personal interests, hobbies, previous interactions (with your own posts, for example), preferences and, in Facebook and Instagram, to interconnectivity: the possibility of targeting potential customers that the platforms qualify as similar to our current customers.

Test - measure - and optimise

Just as defining your audience is fundamental to any marketing strategy, so too is measuring and then optimising. Once again, social networks stand out for the availability and accessibility of a large amount of data and statistics: during and after each social ads campaign, you will be able to measure your results to know fundamental data such as interaction levels (number of clicks, views, etc.), which will help you to know the real results of your campaign and, just as importantly, to fine-tune your strategy to achieve better results next time.