Thorough explanation of the types of targeted advertising and the advantages and disadvantages of each!

2022-01-27 17:03:54
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If you want to run your ads efficiently, it's important to target people who are compatible with your product or service .
This is because if you do not operate advertisements for people who are compatible with products and services, you will not be able to efficiently obtain conversions for advertising expenses.
With the spread of SNS these days, it has become easier to obtain information such as user behavior history and hobbies and preferences, making it easier to approach latent layers that were previously difficult to contact.
This time, we will introduce the outline, types, and features of targeted advertising .

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What should I be aware of when conducting targeted advertising?

Targeted advertising is "displaying advertisements suitable for users based on user behavior history, hobbies and preferences, search behavior, profile information, etc. " It is an advertisement that can display an advertisement to the target you want to aim for for your company's products.
So when should you run targeted advertising?

It's about targeting a specific customer base, rather than a product or service like everyday goods that everyone might buy. For example, in the case of advertising on TV commercials, it can be delivered to an unspecified number of people, but if the target is a niche product, it will be delivered to useless people, so it cannot be said that advertising efficiency is good.
With targeted advertising, you can narrow down the target from past behavior history and profile information, and deliver the advertisement to the people you want to target.

* There is also a method called demographic targeting that targets only by attributes such as gender, age, and region, but this article excludes it from the definition of targeting advertising because it can be targeted with the same particle size as TV commercials. increase. Advertising delivery with only such attributes is also called broad delivery.

Benefits of operating targeted advertising

There are three major benefits to targeted advertising.

・ Advertisements can be delivered to targeted targets

The advantage of targeted advertising is that you can narrow down the target. You can display ads by focusing on prospects with high needs based on your company's strategy and past data.

・ Improvement of ROI (return on investment) efficiency

Targeted advertising can be focused on users who are likely to be interested in products and services, so you can expect efficient conversion acquisition for advertising investment. As a result, ROI can be expected to improve.

・ Promote revisit

How long have you been converting by clicking on ads and making direct purchases or inquiries?
In my experience so far, I think that it is rare to convert directly, and it seems that there are many people who convert after making comparisons such as seeing other products and checking reviews. This tends to be seen as higher unit price products become.
Retargeting is a targeting method in which an ad is displayed again for prospective customers who click once . More on retargeting later.

On the other hand, it is better not to operate targeted advertising when you want to gain widespread recognition of potential customers.
Targeted ads display ads pinpointly to the users who want to display them, so if you want to make them known to a wide range of customers, pure ads that can be widely appealed are suitable.

Types and descriptions of targeted advertising

Targeting advertising is a mechanism that has existed for a long time, but as SNS has increased the amount of information that can be obtained such as detailed hobbies and interests, the range of targeting has expanded and the types of targeting advertisements have also diversified.
This time, we will introduce 5 types of typical targeting advertisements.

① Audience targeting

Audience targeting is a method of delivering to "people" based on audience data, rather than posting to "advertising space" .
Audience data is product purchase history, service usage history, site visit history, etc., and advertisements are delivered to appropriate "people" who analyze and extract user attributes and behavior patterns from this data. These are obtained using cookies, but they are not personally identifiable data. Therefore, it is important to refer to the personal data acquired from the registration information that you have in your company to deliver more accurate advertisements.

The benefit of audience targeting is that you can serve more valuable ads to your users. For example, behavioral targeting, which is similar to audience targeting, is targeting that can be delivered to "people" from the user's past site browsing history based on cookie information.
It is the same that you can target "people" from your browsing history, but in audience targeting, you can target more in detail by adding information such as your gender and purchase history to this behavior.

On the other hand, as a disadvantage, it may be difficult to find a method that suits your company's products and services because there are a wide variety of categories and distribution methods used for targeting.

② Retargeting

Retargeting is a method of delivering advertisements to users who have visited the site once based on the user's behavior history .
The feature of retargeting is to display advertisements for people who are interested in products and services, such as those who visited the site once, those who accessed the corresponding page such as products, and those who added it to the cart but did not purchase it. Because it can be done, it is possible to encourage revisit to the site and purchase of products.

On the other hand, it can be annoying for people who have considered it once but are no longer interested in or motivated to see the same advertisement.
It is also necessary to adjust the display frequency because it may damage the brand image if it is displayed more than necessary.
In addition, although the certainty of matching is high, since the distribution is limited to products and services, depending on the scale of the site, the distribution target may be small and it may be difficult to display.
By the way, retargeting is called remarketing in Google Ads. The properties are the same, only the medium is different. The differences in the names of each medium in retargeting are as follows.

Medium name
Google Remarketing
Yahoo! Site retargeting
Facebook Retargeting


③ Device targeting

Device targeting is a method of delivering ads to the device to which the ad is delivered .
The advantage of device targeting is that it can serve ads that are suitable for the device that the user is using to browse. Not only can you specify devices such as smartphones, PCs, and tablets, but you may also be able to specify details such as OS and version. By being able to deliver advertisements suitable for the device, for example, it will be easier to lead to conversion by displaying advertisements for smartphone apps to smartphone users and virus repellent software to PC users.

④ Geo-targeting

Geo-targeting is a method of delivering advertisements based on location information when connecting to the Internet with a smartphone or computer .
The advantage of device targeting is that you can identify rough location information from Wi-Fi, Bluetooth, GPS, etc., so you can deliver advertisements suitable for the area. By being able to deliver advertisements suitable for location information, it is possible to efficiently deliver advertisements when conducting regional campaigns or attracting customers to community-based stores.

On the other hand, the disadvantage is that geo-targeting is an advertisement that is good at expanding awareness and approaching the latent layer, so it can be said that the ratio that directly leads to conversion such as product purchase or service application is low.

⑤ Content targeting

Content targeting is a method of delivering advertisements linked to the content (contents) of the site .
The advantage of content targeting is that you can serve ads to different content on one site. If there are multiple site contents, you can narrow down the distribution side by "keyword", so even if the content category is too wide or there is no category you want to distribute, you can distribute to the set "keyword", so I want to put it out. You can deliver advertisements by narrowing down the content side.

On the other hand, the disadvantage is that geo-targeting is a targeting method that focuses only on the distribution side, so all users who visit the distribution side are targeted for distribution. Since ads are preferentially delivered to users who are likely to lead to conversions due to retargeting etc., there is a possibility that they will be delivered only to users who are difficult to lead to conversions only with content targeting.

Strengthening the security of recent behavior history information

In recent years, data acquisition regarding users and devices has become stricter, and iOS 14 announced in 2021 has restricted the use of IDFA (Identifier for Advertisers).
Specifically, when using IDFA to deliver advertisements, measure conversions, etc., it is necessary to obtain an agreement with the app user regarding the use of IDFA, and if no agreement is obtained, this user's IDFA cannot be used. increase.
Against this background, targeting ad delivery is no longer as easy as it used to be .

Targeting characteristics of major advertising media

In order to deliver ads to the right customers, it is important to understand not only the type of targeted ad but also the targeting characteristics of the ad medium.
Let's take a look at the targeting characteristics of major advertising media .

Google + YouTube

The feature of targeting on Google and YouTube is that it is possible to display advertisements based on the keywords and LPs searched by users, so it is possible to naturally appeal products and services to users who visit the delivery destination.
Google and YouTube targeting is mainly divided into "audience targeting" and "content targeting".

・ Audience targeting:

You can target user attribute groups and highly motivated audiences. There are two ways to set up Google's audience targeting, "targeting" and "monitoring", and the difference is whether to limit the target of ad delivery. For example, if you set "Overseas Travel" as the targeting target, the advertisement will be displayed only when the user who corresponds to the overseas travel searches. Even if an unrelated user such as "Cosmetology" or "Cooking" searches, the advertisement will not be displayed. Monitoring does not limit the distribution target, so even users who fall under "beauty" or "cooking" can search for "overseas travel" to display advertisements.

The types of audience targeting available for Google Ads are:

Audience targeting name Explanation
User attribute information Specify the age and gender of the users who want to display the advertisement, whether or not they have children, and the household income.
Affinity category This user is highly interested in specific topics such as lifestyle, hobbies, and habits, so advertisers can appeal their products and services to their most important users.
life event

You can deliver the right message at the right time to users who are at a major milestone in their lives, such as college graduation, moving, or marriage.



Audience with a strong purchasing intention You can serve ads to users who are looking for something similar to the products or services offered by the advertiser or who are interested in the products or services.
Custom audience You can enter keywords, URLs, and app names to specify how your ad will serve your best audience.
Custom intent audience With an automatically created custom intent audience, you can define the right users for your products and services and serve your ads.
Detailed user attributes You can reach a wide range of users with common characteristics, such as college students, homeowners, and users who have recently had children.
Video remarketing Reach users based on video, TrueView ads, and YouTube channel activity history.
Website and App Remarketing Show ads to users who have been in contact with your website or mobile app and are already interested in your product or service.
Customer match You can re-approach users who have searched or shopped based on online or offline data.
Similar users You can reach users who have similar hobbies, tastes, and behaviors to existing users.


・ Content targeting:

You can specify where your ads will appear. For example, you can deliver ads to the following locations.

Display location Explanation
Placement You can target placements such as channels, videos, and in-app. You can specify the following elements for the placement:
・ YouTube channel
・ YouTube video
・ Website on
Google Display network ・ App on Google Display network
topic You can display ads on various videos, channels, and websites related to the selected topic.
keyword Depending on the format of your video ad, you can serve ads to users who are interested in the specified keyword.
device You can serve ads to your device.

Facebook + Instagram

The feature of targeting on Facebook and Instagram is that there is a lot of information that users register voluntarily, and there is also a wealth of information such as likes and shares, so these accumulated high-quality information automatically advertises to users who are likely to be compatible. Is about to be delivered.
There are three types of targeting methods on Facebook and Instagram: "core audience," "custom audience," and "similar audience."

・ Core Audience:

Targeting to specify the target group based on conditions such as age, location information, interests, profile, liked pages and contents

・ Customer audience:

Targeting that specifies a target group that matches the data on Facebook while being a user who has contact with the business such as having visited the site once or being a customer originally

・ Similar audience:

Targeting that can reach users who have the same interests as good customers (similar to a customer audience)


The feature of Twitter targeting is that there are various targeting methods, so you can carry out various targeting according to your purpose.
Twitter targeting can be broadly divided into four types: "follower targeting," "tailored audience," "audience characteristics," and "keyword targeting."
The specific targeting method is as follows.

・ Follower targeting:

You can serve ads to users who are following or similar to the users you have optionally set. This is a unique delivery method that can only be found on Twitter. You can deliver to similar users just by setting the user who matches the layer you want to serve the advertisement, so you can use it even if you do not have much customer information of your company.

・ Tailored Audience:

It's a targeting that allows you to re-approach users and Twitter accounts that you already have a connection with. You can use a list of customer email addresses and Twitter IDs, or use website tags to target users who visit your advertiser's website.

・ Audience characteristics:

You can target by taking advantage of user characteristics (age, location information, language, gender, medium used, etc.).

・ Keyword targeting:

Targeting for user keywords on Twitter such as posted keywords and search words. One of the interesting points is that you can target according to the emotions (interesting, fun, sad, etc.) unique to tweets, unlike general searches.


The characteristics of TikTok's targeting are that it is easy to reach young people in their teens and 20s, and that it has high targeting accuracy from a huge amount of data such as basic user information and communication environment.
TikTok's targeting is divided into two types: "customer audience" and "similar audience".

・ Customer audience:

You can target based on the information that matches the user on the platform with your own customer file, the browsing history / click history of the content, and the specific behavior on the app.

・ Similar audience:

Similar audience targeting can be done from a combination of specific information such as delivery destination and region.