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February 26, 2018

A Brief Guide to Mobile and Social Media Audience Targeting

Four ways to reach precisely the types of consumers you want to engage.

Audience Targeting

Even the most beautifully crafted mobile and social media ad campaign will fall flat on its face if it’s not delivered to the right person.

With the number of social media users worldwide predicted to surpass 2.5 billion in 2018, it’s absolutely critical that marketers target their ads to individuals who are most likely to engage. Fortunately for marketers, finding those individuals is easier than ever because of data and the wide range of targeting options available.

Below are four targeting options you can use to build audiences that achieve the best results.

Location-Based Targeting

Location-based targeting is built into the Denim platform. Because ads placed by Denim are automatically localized to consumers within a geofence around an agent or advisor’s office location, our customers never even have to think about the locations of the audiences they want to target.

When building an audience using Facebook Ads Manager, on the other hand, you can target people in specific locations, including:

  • Country
  • State/Region
  • Counties
  • DMA (Designated Market Area)
  • City
  • Postal Code
  • Specific Address Radius

Demographics-Based Targeting

While age and gender are the two most commonly used demographic targeting options, you can get much more detailed by including additional specifications such as:

  • Education level
  • Homeownership
  • Job title
  • Political views
  • Life events

That last one is particularly useful for insurance companies, considering one in two consumers shop for insurance based on life events.

Interest-Based Targeting

Interests are based on consumers’ likes and interests, apps they use, pages they’ve liked, and more. Interest-based targeting allows you to target people specifically interested in a subject your organization has identified as aligning with the types of potential customers you want to engage.

Behavior-Based Targeting

Unlike precise interests, behaviors allow you to target people by purchase history, spending methods, events they like, vehicles they drive, etc. This data is gathered by Facebook analyzing many factors and also using external data sets. For example, you can target people who are likely to make an investment or are planning their next trip.

As you can see, mobile and social media advertising is a powerful way to reach precisely the types of consumers you want to engage when you want to engage them.

We’re continually building new features into the Denim platform to make it easier for our customers and users to micro-target the right consumer audiences. We’ll have more to share about this soon.

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