7 Ways To Build A Better Paid Advertising Strategy

5. Get super specific with audience targeting

Advertising platforms like Google Display Network and Facebook Ad Manager all come with predefined audiences that help you refine the targeting of your ad.

You can explore different data points like:

  • Demographics
  • Geographics
  • Gender
  • Time user is active
  • Device

To make your audience more relevant to the goal of your ad.

But quite often you’ll find these audiences are still fairly broad.

And a broad audience = a higher CPA (Cost Per Action).

So if you want to make your ad really relevant and really efficient, you can go one step further with custom / custom affinity audiences.

Custom / custom affinity audiences make your ads hyper-targeted, while simultaneously revealing a bunch of customer insights to help you tailor your paid media strategy (ie. content, creative, format etc.).

If your advertising strategy is centered around Facebook, you can subsequently build on these hyper-targeted audiences by creating lookalike audiences.

This will help you discover other new and relevant users to target.

And, of course, more relevancy leads to more engagement leads to more ROI. Nice 😎

 With custom audiences, you can use the following data points to build out your audiences:

Customer lists

You can create a custom audience based on your owned customer data (ie. email lists) to improve targeting. This will be matched against Google accounts or Facebook profiles.

Website or app traffic

This targeting option matches people who visit your website with people on said ad platform (ie. Facebook or Google)

Facebook engagement

This refers to targeting people who have taken certain actions on your Facebook, such as spending time viewing your videos or opening your lead form.


This is all about getting inside the mind of your audience and thinking of topics that align with your business that they may be interested in.

You can use Google Keyword Planner to give you ideas or even use a tool like BuzzSumo’s Topic Explorer to find related terms and interests that reflect your audience and the language they use.

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