What is it and why is it needed
Posted: Wed Jan 22, 2025 4:25 am
How to Segment Your Target Audience in Digital
Contextual advertising
Contextual advertising
Maria Korolkova
You launch creative in your ad, set up impressions for men and women from 19 to 54. You anticipate a flood of applications and mentally distribute the profit:
— For a warm vacation in the cold winter
— For a new car for the wife
— A bonus for the employees for the New Year…
But here’s the problem: Yandex Direct is “eating up” the second hundred thousand, and there’s still no wave of applications.
You wonder what to do: turn off the ads or wait a little longer to give the algorithm a chance to find the right audience. And then it will go well...
It won't work! Men and women from 19 to 54 is too broad an audience. And that means a waste of money is inevitable.
Segmentation will help solve the problem.
Content
Segmentation - what is it and why is it needed?
10 Segmentation Criteria
3 Methods of Audience Segmentation
Data sources for audience segmentation
Segmentation in Digital. Problems
Filtering the target audience in contextual advertising
Segmentation via advertising settings and display conditions
Segmentation through creativity
Segmentation via Site
Resume
Segmentation - ?
Segmentation of the target audience is the distribution of current and potential customers into groups, segments or avatars based on certain similar characteristics.
Users are divided into target audience segments vk phone number data on age, gender, personality, socio-economic and other characteristics.
Why does a business need customer segmentation:
Increase loyalty through offers tailored to each audience segment
Increase the effectiveness of advertising campaigns and get more leads with the same budget
Reduce your marketing costs by paying to only show your ads to the people you need
Increase profits by increasing sales
Audience Segmentation Goals
10 Segmentation Criteria
There are many segmentation criteria. The choice depends on the specifics of the business and the goals of the advertising campaign. The most typical criteria are shown below.
Geographical:
Region (country, regions, cities)
Population size (residents of large and small cities)
Climate conditions (temperature, precipitation)
Status of settlements (capital, resort)
Risks of natural disasters
An example of segmentation by climate conditions for an air conditioner seller
Demographic:
Age
Floor
Marital status
Having children
Religious views
Race and nationality
Contextual advertising
Contextual advertising
Maria Korolkova
You launch creative in your ad, set up impressions for men and women from 19 to 54. You anticipate a flood of applications and mentally distribute the profit:
— For a warm vacation in the cold winter
— For a new car for the wife
— A bonus for the employees for the New Year…
But here’s the problem: Yandex Direct is “eating up” the second hundred thousand, and there’s still no wave of applications.
You wonder what to do: turn off the ads or wait a little longer to give the algorithm a chance to find the right audience. And then it will go well...
It won't work! Men and women from 19 to 54 is too broad an audience. And that means a waste of money is inevitable.
Segmentation will help solve the problem.
Content
Segmentation - what is it and why is it needed?
10 Segmentation Criteria
3 Methods of Audience Segmentation
Data sources for audience segmentation
Segmentation in Digital. Problems
Filtering the target audience in contextual advertising
Segmentation via advertising settings and display conditions
Segmentation through creativity
Segmentation via Site
Resume
Segmentation - ?
Segmentation of the target audience is the distribution of current and potential customers into groups, segments or avatars based on certain similar characteristics.
Users are divided into target audience segments vk phone number data on age, gender, personality, socio-economic and other characteristics.
Why does a business need customer segmentation:
Increase loyalty through offers tailored to each audience segment
Increase the effectiveness of advertising campaigns and get more leads with the same budget
Reduce your marketing costs by paying to only show your ads to the people you need
Increase profits by increasing sales
Audience Segmentation Goals
10 Segmentation Criteria
There are many segmentation criteria. The choice depends on the specifics of the business and the goals of the advertising campaign. The most typical criteria are shown below.
Geographical:
Region (country, regions, cities)
Population size (residents of large and small cities)
Climate conditions (temperature, precipitation)
Status of settlements (capital, resort)
Risks of natural disasters
An example of segmentation by climate conditions for an air conditioner seller
Demographic:
Age
Floor
Marital status
Having children
Religious views
Race and nationality