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Targeted Advertising

With the average person seeing between 4,000 and 10,000 ads in a single day, you need a way to "drill down" into your audience to reach the people who are the most interested in your products or services. For this, you need targeted advertisements.

Getting Started

There have been a few lessons in this course that have already mentioned "targeting". Fortunately, targeted advertisements are easy. You simply install a code on your website to help the platform target your audience and then pass any custom events to analytics.

Google Ads Account

Facebook Ads Account

Attracting an Audience

If you don't capture the audience's attention within the first 3-5 seconds of your ad, you're probably going to lose them. Targeted ads are no different. Don't bore your audience. Even though some of the people in your targeted audience may have already seen your ads, just remember that there are competitors out there who are also trying to attract your audience and gain their attention.

If you're just getting started, we recommend Canva and Wondershare. While there are a lot of options out there, these brands are relatively inexpensive when compared to others like them and they get the job done.

Tip: You have about 3-5 seconds to capture your audience's attention and then get your message across to them without boring them.

Targeting Your Audience

Targeting is the process of recording events and data from your audience and using analytics to help you reach the right people. For example, here is a list of events that Facebook uses to help them target the right audience for your advertisements:

  • Add Payment Info
  • Add To Cart
  • Add To Wishlist
  • Complete Registration
  • Contact
  • Customize Product
  • Donate
  • Find Location
  • Initiate Checkout
  • Lead
  • Page View
  • Purchase
  • Schedule
  • Search
  • Start Trial
  • Submit Application
  • Subscribe
  • View Content

When you record any of these events, you can send them (along with the audience's data) back to the Facebook Conversions API using Workflows to help Facebook find users who are more likely to convert. For example, if someone views a Page with a Checkout and adds their Payment Info to start a Trial, you have 4 events that you can send to the Conversion API. In this example, the goal is to get the customer to Purchase your products or services, and Facebook will deliver targeted ads to the customer until a "Purchase" event is recorded.

You have up to 7 events that you can record and anything after that is non-compliant with Apple's ATT Policies. If you send data to an Analytics Platform, you also have to stay withing GDPR Policies. Compliance is important, so be careful. If you're unsure, you may want to check those policies before you use your audience's data.

Tip: Install your tracking code and capture events via Workflows.


While the latest trends are always going to control the flow of traffic between platforms, fortunately the system is pretty much the same everywhere you go. In the Gathering Data & Analytics lesson, we learned about GDPR compliance. In a new trend, many advertisers are moving to platforms that practice GDPR by default.

For example, Apple has recently released their iOS 14 update with App Tracking Transparency, and has subsequently gained a large market share.

Run Targeted Advertisements on the platforms with the most revenue.

Since Apple is a relatively new competitor on the scene, and little is known about their advertising platform, we will cover how to create Targeted Advertisements on Google and Facebook. It's up to you to apply the same principles to Apple Ads.

Tip: You should almost always advertise with the platform that has the largest market share.


Watch the video above to learn how to create an account on Google Ads Manager, and if you'd like to connect YouTube (recommended), there is a video for that below! If you haven't already created a YouTube account, it's highly recommended, go ahead and create one.

Tip: There will be more about this topic in the Advanced Courses.


Targeted advertisements on Facebook are simple. All you have to do is install the Facebook Pixel on your website and you can use the Facebook Conversions API to track your visitors. Another option is to add visitors to your Audience or pass an event to the Conversion API using Actions in a Workflow. In the future, we hope to release Inbound Webhooks (estimated: Q1 2023).

Simply go to Facebook Ads Manager and in the top left corner, click on the Menu icon and select "Events Manager" and then hover over the Sidebar or select All Tools > Connect Data Sources > Web to create a Pixel for your website.

Tip: There will be more about this topic in the Advanced Courses.


Here is a list of some other advertising platforms that are also popular:

  1. Apple
  2. TikTok
  3. Bing
  4. Instagram
  5. Snapchat
  6. Twitter
  7. LinkedIn
  8. Pinterest
  9. Amazon