Vadim Kotelnikov, founder of Innovarsity    

Targeted Advertising (Ad Targeting)

Internet Marketing Tips for Solo Interpreneurs





Reaching a Specific Desired Consumer Audience

Ad targeting is the practice of online advertisers attempting to reach (target) a specific desired consumer audience. Ad targeting helps advertisers boost the effectiveness and efficiency of their online advertising campaign by finding the right audience at the right time.

The Network Advertising Initiative conducted a study measuring the pricing and effectiveness of targeted advertising. It revealed that targeted advertising:

  • Secured an average of 2.7 times as much revenue per ad as non-targeted advertising.

  • Twice as effective at converting users who click on the ads into buyers.

Ad targeting grows rapidly in effectiveness. This marketing strategy works by utilizing browser cookies to track the websites that users visit. Once they leave a certain site, the products or services they viewed will be shown to them again in advertisements across different websites.



This is a very effective marketing technique. It increases the overall conversion rate by reminding consumers of the product or service they viewed. This keeps the brand and the product at the top of the consumerís mind.


Benefits of Targeted Advertising

  • For the consumer: the ads are more pertinent and useful for the consumers.

  • For the advertiser: advertise more to consumers who have a stronger preference for their product which leads to higher profits.

Ad targeting optimizes a marketing campaign to focus on the shoppers who are most likely to engage with the advertiserís brand and respond to its products and message. The advertiser can segment its potential customers based on the products they've viewed, how far into the purchase funnel they've gotten, or any other factor.

Ad Targeting Options

  • Profile Targeting allows you to target your audience based on key characteristics including age, gender, location, time of day, operating system, and more.

  • Behavioral Targeting delivers your advertising to consumers based on their recent online activity, focusing your campaign on a pre-engaged audience thatís already interested in the area of your products and services.  >>>

  • Interest-based Targeting enables advertisers to reach users based on their interests and demographics (e.g. 'sports enthusiasts'), and allows them to show ads based on a user's previous interactions with them, such as visits to advertiser websites.

  • Remessaging enables you to target consumers based on their previous exposure and interaction with your brand to drive conversations or deepen engagement.

  • Category Targeting helps you reach consumers engaged with particular categories of online content, such as Education, Entertainment, Finance, or Electronics.