Your targeting doesn't stop at age, gender and location.
katastrof
You launch an ad. You pick: 25 to 45, men and women, Kinshasa. You confirm. Then you wonder why the results aren't coming. There's a katastrof, and we're going to fix it together.
The three-box reflex
Age, gender and city are useful information. But in Kinshasa, hundreds of thousands of people fit those three boxes. They don't have the same needs, the same budget, or above all the same desire to buy what you're offering.
Targeting on those criteria alone is like handing out flyers on boulevard du 30 Juin and hoping to run into the right people.
“The wider my audience, the more effective my ad will be.”
What really makes the difference: interests and behaviours
Platforms know what people are interested in: entrepreneurship, fashion, football, cooking, tech. They also know how people behave: who shops online, who travels, who has just changed phone.
A good ad doesn't speak to everyone. It speaks to the right person, at the right time.
Combining these signals takes you from “everyone in Kinshasa” to “SME managers who are interested in digital”. Your budget then works where it counts.
Your best customers are already here
People who have visited your website, watched your videos, messaged you on WhatsApp or bought from you are your most valuable audience. These are custom audiences: you can show an ad to them and them alone.
- Your website visitors, thanks to a properly installed pixel.
- People who have watched most of your videos.
- Your customers, from a list you provide.
Find their twins
Once these audiences are set up, the platforms can find people who resemble them: these are lookalike audiences. It's often the quickest way to reach new customers who have a real chance of buying.
Go back to those who hesitate
Someone looked at your offer, then left. That's not a failure: it's an opportunity. Retargeting lets you speak to them again, with a reminder, a testimonial or a limited-time offer.
In short
Need a fresh pair of eyes on your campaigns? Our digital advertising team can audit your targeting.
Our articles are written by our project managers, graphic designers and advertising specialists.
Comments 2
I didn't know you could target website visitors. Thanks for the explanation!
You're welcome! Remember to check that the pixel is properly installed before launching the campaign.