10 Best Practices for Effective Targeting

In today’s digital age, the success of any marketing campaign relies heavily upon the efficient use of digital advertising algorithms. These algorithms have revolutionized the way businesses reach their target audience, enabling precise targeting and maximizing the return on investment (ROI) for marketing efforts.  

As the marketing manager here at Baker Public Relations with more than a decade of experience in digital marketing, I understand the importance of staying updated with the latest trends and best practices, which seem to change more frequently than I change my two-year-old’s diaper.  

In this blog post, we will explore the world of digital advertising algorithms and discuss the current best practices for effective targeting, including two tactics that social media algorithms are currently favoring. (Pro tip: don’t skip numbers 6 and 7!)

1. Embrace Data-Driven Decision Making: 

Data is the fuel that powers digital advertising algorithms. By leveraging consumer data, you can gain valuable insights into your target audience’s demographics, behaviors, and preferences. Collect and analyze data from various sources, such as website analytics, social media platforms and customer relationship management (CRM) systems. Utilize these insights to create detailed customer profiles, which will help you better understand and target your audience. 

2. Define Clear Objectives: 

Before diving into any digital advertising campaign, defining clear objectives is crucial. Determine what you want to achieve through your campaigns, whether it’s increasing brand awareness, driving website traffic, generating leads or boosting sales. Clear objectives will guide your targeting strategies, ensuring that your advertisements reach the right people at the right time. 

 3. Utilize Advanced Targeting Options: 

Digital advertising platforms offer a plethora of advanced targeting options to refine your audience targeting. Look beyond basic demographics and explore options like interests, behaviors, purchase history, and life events. Advertising platforms through Facebook, Google and LinkedIn provide powerful targeting features that allow you to tailor your message to a highly specific audience segment. The more precise your targeting, the more relevant your ads become, leading to higher engagement and conversion rates. 

 4. Leverage Lookalike Audiences: 

Lookalike audiences are a powerful tool for expanding your reach and finding new customers who are similar to your existing ones. Platforms like Facebook and Google allow you to create lookalike audiences based on the characteristics and behaviors of your current customers. By targeting these audiences, you can tap into new market segments that are more likely to be interested in your products or services. 

 5.Test, Optimize, Repeat: 

Digital advertising algorithms provide the opportunity to continually test and optimize your campaigns in real time. A/B testing different ad creatives, headlines, call-to-action buttons and landing pages can provide valuable insights into what resonates best with your target audience. Regularly review the performance of your campaigns, identify areas for improvement, and make data-driven adjustments to optimize your results. 

While points 1-5 may have been a little bit of a refresher for anyone familiar with digital advertising, the next two bullets describe two very important tactics that you should consider implementing into your digital ad strategy right away. It is no secret that keywords are king, but did you know that this now also applies to the captions you craft for your digital ads? Not to say that hashtags are dead, but including two to three keywords that are relevant to your brand, industry, or niche in your ad captions is producing better results than those long beloved #hashtags.  

6. Optimize Captions with Relevant Keywords: 

When creating captions for your digital advertisements, incorporate relevant keywords that align with your target audience’s search queries. Well-optimized captions can improve your ad’s visibility on news feeds and in search results as well as increase the chances of attracting qualified leads. Conduct thorough keyword research to identify the most effective terms and phrases related to your product or service. By strategically integrating these keywords into your captions, you can enhance your ads’ overall relevance and visibility. 

7. Alt Text for Image-Based Ads: 

In digital advertising, images play a vital role in capturing attention and conveying messages effectively. However, search engine algorithms may not be able to interpret images on their own. Including alt text (alternative text) for images used in your ads is crucial. Alt text provides a textual description of the image and helps search engines understand its content. By including relevant keywords in your alt text, you can improve the discoverability of your ads in image searches and enhance their overall search engine optimization (SEO) performance. In addition to optimization for search engine results, including alt text also enhances accessibility for individuals with visual impairments who rely on screen readers. By providing descriptive alt text, you make your ads accessible to a broader audience, promote inclusivity and ensure that everyone can engage with your content effectively, including those picky algorithms. 

 8. Crafting Compelling Call-to-Actions (CTAs): 

While digital advertising algorithms and targeting are crucial for reaching the right audience, the ultimate goal is to drive desired actions from your audience. A well-crafted call-to-action (CTA) is essential to motivate users to take the desired action, such as clicking on the ad, making a purchase, or filling out a form. Use action-oriented language and create a sense of urgency to encourage immediate responses. Experiment with different CTAs to identify the ones that generate the highest conversion rates. 

 9. Monitor Ad Frequency and Ad Fatigue: 

While it’s important to reach your target audience, bombarding them with too many ads can lead to ad fatigue and decreased effectiveness. Monitor the frequency of your ads to ensure they do not become repetitive or overwhelming. Strike a balance between reaching your audience and avoiding saturation to maintain engagement and maximize results. 

 10. Track, Analyze, and Adjust: 

Digital advertising algorithms provide valuable data and insights into the performance of your campaigns. Regularly track and analyze key metrics such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). Pay attention to the performance of different keywords, captions, and ad variations to identify areas for improvement. By monitoring and optimizing your campaigns based on data-driven insights, you can refine your targeting strategies, increase engagement, and achieve better ROI. 


Digital advertising algorithms are always changing. By incorporating relevant keywords into your captions and providing alt text for images, you can enhance the visibility, relevance, and accessibility of your digital advertisements. These practices not only optimize your ads for search engines but also improve user experience and inclusivity. Combined with other best practices such as data-driven decision-making, advanced targeting options, and compelling CTAs, you can harness the power of digital advertising algorithms to drive impactful results for your marketing campaigns. Continually monitor, analyze, and adjust your strategies to stay ahead of the curve and maximize the effectiveness of your digital advertising efforts. 

Are you considering digital ads for your brand or business? You can contact Baker Public Relations’ marketing team directly to learn more about our services and how we can help you achieve your goals. Email me today at bryanna@bakerpublicrelations.com. 

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