Table of contents

    Types-and-opportunities-of-targeting-in-performance-marketing – demographic targeting

    One of the most basic types of targeting is that based on demographics. It includes categories such as age, gender, geographic location, education and socioeconomic status. With this information, we can display ads based on fairly general data. This type of targeting will work great as the first limiter of our targeting. Although it’s not very sophisticated, with its help, we can easily reject the vast majority of people who don’t fit into our target group. It will also prove helpful for products or services for a particular age group, such as rejuvenating cosmetics.

    Behavioral targeting

    Behavioral targeting focuses on tracking users’ online behavior. This includes analyzing their browsing history, online purchases, interactions with content on websites and social media. This allows us to predict what a particular user might be interested in and deliver personalized ads to them.

    Behavioral targeting creates controversy, especially in the context of privacy. The collection and use of users’ behavioral data can raise privacy concerns. The discussion about companies’ collection of user data and cookies, or so-called cookies, has been going on for a good few years. If you want to stay up to date on regulations and marketing solutions to this issue, check out our article titled “The world of marketing without cookies – how to deal with it?

    Contextual targeting

    Contextual targeting is based on the content a user browses or searches for online. This can include keywords, topics or website context. With this method, ads are displayed in a context that is related to the user’s interests, which increases the chance of a click.

    How does keyword targeting work in Display & Video 360?

    Display & Video 360 uses Google’s search technology to check for specific keywords in text on a website, descriptions in an app store, or video metadata.

    Google indexes pages, app store descriptions and video metadata to stay abreast of changes in content. This allows it to keep advertising inventory consistent with keywords at all times.

    Retargeting (Remarketing)

    Retargeting is a strategy that involves re-targeting people who have already interacted with a brand, such as visiting a website or viewing a product, but not making a purchase. With retargeting, ads are displayed to these users elsewhere online, reminding them of the brand’s offerings.

    It’s also a great way to reach audiences whose product wears out within a certain time – such as cosmetics or food products, or who will need to use a service again, such as a barber shop or aesthetic medicine clinic. You can read more about remarketing in our article titled. “What kind of remarketing to choose?“.


    Geotargeting allows advertising content to be delivered based on a user’s geographic location. This is particularly useful for locally based businesses, allowing them to reach customers in a specific geographic area. Typically, the minimum range for geotargeting is 1 km from a designated point on the map. This type of targeting also makes it possible to select specific neighborhoods in large cities, and sometimes even individual neighborhoods or streets.

    Device-based targeting

    In the era of the growing number of mobile devices, targeting users based on the type of device they are viewing content on becomes important. This allows you to tailor your creatives for different formats and specific usage on different devices.

    It also turns out that IOS users have different habits and ways of spending their time from Android users. Additionally, it is the residents of larger cities who are more likely to use Apple devices. With such information, we can reach the desired audience through non-obvious methods.

    Targeting based on the customer lifecycle

    Customer lifecycle-based targeting covers the various stages of the customer relationship, from acquiring a new customer, to building loyalty, to re-engaging the customer.

    The customer lifecycle is divided into five stages: awareness, engagement, conversion, retention and loyalty. We can use performance advertising at each of these stages, however, this will require adjusting the strategy, tailoring communications and creative to meet the needs and expectations of the customer at each stage of the cycle.

    The customer lifecycle is divided into five stages.

    To retarget users effectively, pay attention to the type of attribution in your campaigns and make sure you have your analytics tools properly implemented and configured. The GA4 Checklist will help you do this – make sure you’re ready for the new era of analytics

    Targeting types and possibilities in performance marketing – lookalike targeting

    Lookalike targeting involves finding new users who have similar characteristics and behaviors to existing customers. It works by expanding the target audience to include people who are similar to those who have already brought positive results.

    To create a group of similar audiences, the advertising system uses information such as demographics, interests and behaviors of the source audience to find new people with similar characteristics.

    Facebook Ads additionally allows you to select a percentage match between the new audience and the source audience. The value you choose therefore depends on the goals you want to achieve. Smaller percentages mean a higher match to the source audience, but larger percentages allow you to create a wider audience.

    Targeting based on first-party data

    When you have your own user data (first-party data), you can use it for precise targeting. You can obtain customer information from various sources, such as your website, mobile apps, registration forms, customer interactions or transactions. This information can be purchase data, preferences, browsing history, email addresses or demographics.

    Using first-party data, you can tailor advertising content to individual user preferences. For example, if you know a user is interested in a particular product category, you can display ads related to that category.

    First-party data you can also integrate with other marketing channels, such as email marketing or social media campaigns. This gives you the ability to communicate consistently on a variety of fronts.

    First-party data can also be integrated with other marketing channels.

    Targeting types-and-possibilities-of-targeting-in-performance-marketing – lookalike targeting – digital-agency

    Targeting types are many, and the choice is not always as obvious as it might seem. The types and targeting options in performance marketing are constantly evolving. If you want your ads to be professionally targeted and displayed to the right audience, use the services of Digital Agency The agency focuses on planning and executing online marketing activities. These can consist of brand building, search engine advertising, public relations, creating marketing communications, optimizing online campaigns or data analytics. The agency’s marketing department will assess budget allocation, recommend solutions in ppc advertising and make any changes to the website.

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    Krystian Karasiński
    Krystian Karasiński

    Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.