Getting Started Guide

8
Know your audience
Who do you want to reach with your ad?
What information will get their attention?
• Who shops in your store, buys on your
website or tells friends about your
business today?
• Where are your customers located? Are
they all over the world or in a particular
location, or both?
• Are your customers a specific
age range?
• Does your audience share an interest
in a particular topic?
Once you know who’s in your audience,
create different versions of the ad to
appeal to different customer groups.
Tip
For example, let’s say you own a pizza
restaurant. Your customers fall into 3 main
groups:
• College students studying
• Busy families in the local area
• Bargain diners who look for
special offers
You could create three different ads, each
with slightly different goals, to target each
of these groups.
You will start to learn what images and ad
text work best for each customer group.