It’s one thing to read about best practices — it’s another to see them in action. To help you visualize what effective ad targeting looks like, we’ve collected seven great examples.
1. The New York Times
This ad works because it targets a specific audience segment — those in their 20s — and offers actionable advice for their health. Sure, there’s part of that segment that won’t respond because they’re not worried about health habits, but those that do click through are primed to engage with the targeted content being served.
And while the Facebook reactions show a number of “mad” faces, this isn’t necessarily a downside, since it indicates the ad is prompting user interest.
2. Nom Nom
This ad targets a high-spending group: Pet owners. It also incorporates a customer testimonial to help convince viewers that it’s worth clicking through to find out what’s being offered.
It’s also worth noting the tagline in the bottom-left of the ad — “the only dog food like it”. This is a big claim to make but has a good chance of capturing targeted audience interest. And if the claim is backed up when they click through, there’s a solid chance of conversion.
Pandemic pressures have made it clear that companies need to find better ways of doing work. One of the biggest productivity killers? Meetings. That’s why this targeted Slack ad works — the campaign offers the potential of 25% fewer meetings by making communication better across the company. While this kind of ad requires business decision-makers to get on board, if enough staff see and mention the ad it can generate significant corporate traction.
Who knew that tree tents and tree hammocks were a thing? Probably not most people. That’s the genius of this ad — while it targets a smaller segment of the market looking for the “best” tree hammocks, it also casts a wider net by introducing a larger group of users to the concept of above-ground tent products.
Even better, it promises a look into “real vs. fake” products, giving visitors a chance to see what the difference is by clicking through.
Saying that something doesn’t work in an ad is a risky bet — unless you can back it up. That’s the idea behind this 360Learning ad, which claims that Netflix-style “binge” learning can’t address the current issues with remote and online learning.
The promise of an eBook is a good way to get users to click through, and so long as there’s actionable information available it’s a solid start on customer engagement that could lead to more sales.
6. Kay Jewelers
The image above is enough to give an idea of what’s going on — the dog is bringing a piece of jewelry to its owner, courtesy of their partner. The actual Facebook ad itself is a video that shows the owner happily receiving the gift and does a good job of conveying a sense of love, family, and connection.
Perhaps even more importantly, however, is that no other context is needed to understand the video. There’s no text aside from the Kay logo and tagline, and no sound is required to parse what’s happening. Here, emotions are the target and the ad hits home.
Peloton had a banner year in 2020, but as pandemic pressures begin to ease the interactive bike manufacturer is experiencing a slowdown in growth. This targeted ad speaks to those interested in the bike but daunted by its high price tag.
By offering a 100-day home trial with the option to return the bike for a full refund at the end of the trial, Peloton is looking to capture and convert a historically hesitant section of its audience by giving them the chance to experience the product risk-free.
Hitting the Bullseye
Not every ad will land exactly as expected with your audience. But with targeted ad efforts that follow best practices and keep in mind the key rule of ad targeting — give the customer what they want — it’s possible to avoid criticisms of “creepy”, capture customer attention, and drive increased conversions.
Editor’s note: This post was originally published in July 2011 and has been updated for comprehensiveness.
Originally published May 27, 2022 7:00:00 AM, updated May 27 2022
Old Navy to drop NFTs in July 4th promo update
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
Get the daily newsletter digital marketers rely on.
Aurora Morales Recording Again in A Real Google Studio
New Updates To Google Page Experience Scoring Revealed At SEODay
Google Said Linking To WhatsApp Phone Numbers Is Not A Bad SEO Practice
Blade Runner Enhanced Edition is Available Now
Making Python Scripts Work In Browser For Web App Creation
Google Says Keywords In Domain Names Are Overrated
Does Google Crawl URLs In Structured Data?
AI: The Somnium Files – nirvanA Initiative, Free DLC Available Now
11 SEO Tips & Tricks To Improve Search Indexation
Google Shopping Ads Testing Including Material In Ad Title From Query
Why Google Doesn’t Like Some SEO Metrics
Google Bar & Pool Table Room
6 Tactics to Boost Ecommerce Sales [Without Discounting]
9 Creative Company Profile Examples to Inspire You [Templates]
How Software Systems Enhance the Performance of Gym Business?
How To Build A Remote Team For SEO: Planning & Structure
How to Calculate Your Lead Generation Goals [Free Calculator]
Strategizing Your Instagram Marketing – DigitalMarketer
6 New SEO Tools That Predict Google Algorithm Update Impacts
Google Hints That Useful Nofollow Links Won’t Pass Weight (Or Much Of It)
SEARCHENGINES5 days ago
Good Web Sites Are Good For SEO, Says Google
SEARCHENGINES5 days ago
Alcides Aguasvivas On Proper Infrastructure For Sites To Perform Well In Search
SEARCHENGINES6 days ago
Google Changes Local Service Ads Reviews Requirements
MARKETING6 days ago
How To Make Instagram Reels and Use Them to Your Advantage