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Choosing the Right Audience For your Ad With Nanos
Choosing the right audience for your advertising campaign is one of the most important steps in the process. You want to make sure your ad is seen by those who are willing to pay for your product or service. Otherwise, you will be throwing money out the window.
Specific targeting is one of the main advantages of digital advertising, compared to traditional advertising. While traditional advertising such as a commercial spot on TV shows your ad to everyone who’s watching TV at that time, only about a quarter of those might be interested in your product. With digital advertising you can make sure your ad is seen by those who are most likely to buy your product, and that’s an amazing advantage!
Nanos is a campaign creation and management tool, which also helps you to show your ad to the right people. In this article, we will see how to choose your target audience and how Nanos helps you to do so.
Determining your audience
In the Nanos application, you will first need to create a profile for your business, and then you will be asked to tell us a bit more about your audience. It’s a very straightforward question about the basic demographics of your audience.
We will start off the campaign with the chosen demographic audience, but we will also optimize it throughout the campaign to find your best target audience. Often, businesses choose their audience based on their assumptions, which can prove to be wrong.
It’s important to identify a customer pool that can actually match your offer. Don’t target areas where you can’t ship or where you can’t provide your services.
Also, try to not go too narrow with your demographics. Facebook and Nanos work better with big audiences because this allows us to leverage the power of our machine learning. Small audiences might limit our capacity to learn. Go narrow only if you really need to.
Choosing the right audience: How Nanos helps
Nanos will optimize your audience through the campaign, which means it will explore different possible audiences for your business.
To understand how Nanos does that, it’s necessary to understand how Facebook and Google determine who will see your ad. Every action we take as users signal certain interests. If we follow certain pages, if we watch certain videos etc, Facebook’s algorithm will collect this data to show you ads that are similar to your actions/interests.
Similarly, Google works with keywords. It analyses what you search for as a user and on which pages you spend your time. Based on those actions, Google will determine what ads might interest you.
Additionally, when placing your ad you can determine the socio-demographics of your clients, further narrowing down your audience.
So, how does Nanos help in choosing your audience?
Nanos AI engine chooses keywords (on Google) and interests (on Facebook) based on the data we have collected about your industry, niche, and business. We leverage previous data from similar campaigns, and also historical data if you have placed a campaign with Nanos before.
Thanks to this previous information, we can optimize your audience from the very beginning of your campaign, even before getting any results.
Transparent Audience Optimization
The great thing about Nanos is that although you don’t need to be a marketing expert to run campaigns, we are still very transparent about the optimization/changes we make to your audience during your campaign. You can trace all changes we make in keywords and interests on our dashboard and see which ones performed better.
Nanos can leverage different signals to create the best Facebook and Google audience.
If you don’t specify any interests, we will start from a set of interests that are close to your product. Our AI engine will then look for similar interests that can enhance the quality of your audience.
If you’re running a conversion campaign, Nanos and Facebook will work to find you users that are most likely to convert. Keep in mind that if your FB account and your Pixel are not trained, meaning that you never recorded any (or very few) conversions in the past, the optimization process will take a longer time to show stable results.
With conversion campaigns, Nanos is also able to leverage non-interests based audiences.
This means that you can learn a lot about your audience and use this data to improve your business plan. Many of our users choose to use Nanos to explore their audience and understand what works best for them. This, paired with the Nanos budget optimization, makes Nanos a very powerful tool for your digital advertising campaigns!
If you want to know more about what you need to promote your business with Nanos, check out our Read Me First article.