Each social media platform as well as Google Adwords has different parameters to narrow your audience. There are certifications available for some of the platforms and each one requires research and practice in order to master. Algorithms change constantly so even seasoned advertisers need to remain attentive to all changes.

1. Job Title

Paid social media ads allow you to narrow your search according to a large selection of job titles. While titles have become broad and ambiguous, there is still value in targeting certain levels of an organization. Determining decision makers for the correct department within a company can be difficult and narrowing your search by job title can better your chances of reaching your true target.

2. Company Size

Your solution may only work for organizations of a certain size or it may be too expensive for smaller companies to afford. Whatever the case, determining the proper company size to target can help narrow your search to companies that can truly make use of your solution. Even if your product is not extremely costly you may still require a certain volume of sales per company in order to remain profitable.

3. Geography

Many companies primarily serve their local area while others thrive on overseas sales. When determining how to narrow your search criteria, geography plays an integral part. If your company does not sell outside of the United States, an ad campaign that targets an overseas audience would be a waste of time and money. You may also find that there is a particular concentration of your target audience in a certain area. For example, if you’re looking to reach up and coming tech companies, California is likely a good place to start.

4. Keyword Match Types

“Every keyword you add to your account can be assigned one of four possible match types: broad, broad match modifier, phrase, or exact.” Each option has different advantages and testing will be necessary to determine which will work best for your industry or product. Your budget will also determine how wide of a net you would like to cast with your keyword advertising.

5. Negative Keywords

Part of narrowing your audience is eliminating those that do not fit your criteria. “A negative keyword such as “men”, for example, could save a massive amount of poor ad placements on websites targeted towards women.” This is a little used strategy that can save your company money and increase the efficiency of your PPC campaigns.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management. 

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