Targeting: Why online ads work | Inquirer Technology

Targeting: Why online ads work

/ 05:59 PM February 03, 2015


MANILA, Philippines—One of the big reasons why digital ads are better than traditional advertising for budget-conscious small- to medium-scale entrepreneurs is its ability to do accurate audience targeting.

Chron, a business-resource website, said a traditional advertising campaign only covered part of the information gathering process and may not be the most cost-effective channel for reaching specific target audiences. This is where digital advertising comes in and stretches the budget.

“Online targeting is all about defining your target audience and marketing the product with a message that brings consumers to brand support or action,” wrote The Certified Digital Marketer (CDM) Program. “With this, advertisers can do program management by executing digital campaigns in search, social media, mobile, display ad networks and cable and satellite networks.”


These are few methods of online targeting you should consider when designing your company’s digital ad campaign.

Contextual targeting uses keywords and topics you have chosen to match your ads to relevant sites through technology that analyzes Web users’ frequency of words, linguistics, page structure, and others to ensure ads are precisely targeted.

Keyword targeting, meanwhile, is all about choosing the right words, phrases or terms that correspond to your ads or Web content in the network. Google advises you to consider three things when choosing keywords: Create ad groups, choose the apt keywords and get additional ad group and keywords using Display Planner.

Interest targeting is targeting more precise set of users by custom segments. Google lets you do this with the Custom Affinity Audiences feature which lets advertisers create ads targeted to a more focused groups. For instance, instead of just runners, you can fine-tune target to avid marathoners.


Demographic targeting enables you to show your ads to particular sets of audiences according to age, gender, income bracket, and parental status. This is possible because of a thing called cookie, which keeps track of these variables and online behaviors.

Learn more about online advertising’s current trends and best practices from the region’s online marketing experts, lecturers and influencers. Enroll in the CDM Acceleration Program.

Log on to or call 0928-506-5382 for more details. ADVT

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TOPICS: advertising, advertising campaign, CDM Program, The Certified Digital Marketer Program
TAGS: advertising, advertising campaign, CDM Program, The Certified Digital Marketer Program

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