What if you were scrolling through social media one day, and you came across an ad that addressed you by name and seemed to be created with your interests in mind? How would you react?
After the initial shock wore off, you’d likely be intrigued enough to click. While no marketing can be that granular, micro-targeted ads allow for an unprecedented level of personalization. They allow businesses to reach unique segments of their audience more effectively and provide a streamlined access point into the sales funnel.
The fundamental power of micro-targeted ads is that they are highly specific. Instead of casting a wide net and crossing your fingers, you determine exactly who you’re trying to reach by their interests and behaviors and strategize accordingly.
Of course, doing so requires large amounts of accurate data—and artificial intelligence. Using AI-powered advertising software, you can track, aggregate, and organize customer information from a company’s online touch points. In a short amount of time, you can even start to develop a comprehensive index of the notable behaviors, psychographics, and preferences that appear within zero and first-party data.
All of this data gathering provides the insights needed to accommodate current customers, while revealing underserved or unknown prospects at the same time.
To enhance your targeting methods, you can also organize comparable audience segments inside a persona, which is a fictional avatar used to better pinpoint and define the people included within it. These personas are infused with third party intent data to generate new look-a-like audiences. Since you now know who you're trying to reach, and their preferences, your creative team can then design ad content with each of them in mind.
For example, let's say an athletics brand has a persona named “Energetic Ellen” who enjoys the outdoors and is an avid runner. Knowing that, you could create images featuring natural scenes and jogging accessories like water bottles or running shoes. Produced content can then be run through predictive testing software which generates ad mockups and ranks them by their efficacy. Therefore, not only are you producing the best content for each audience group, you're finding out which combination of assets will resonate the most.
Companies who want their brand to stand out among endless distractions and competitors will need to leverage technology that can help them give customers a deeply personalized experience. AI-optimized content does more than just attract attention, it also leads to direct increases in engagement, brand loyalty, and revenue. When ad interaction goes up, so do profits, and micro-targeting is a reliable way to make that happen.
Victoria Richardson is the Director of Marketing at AiAdvertising.