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For our TrustED Conf 2021 VR World Tour, we heard from James Ohlson, an experienced Paid Media Specialist on how personas can be translated into paid media strategy.

First, we’ll dive into the 3 pillars of paid media: Search, Social, and Display & Programmatic, then we’ll take a look into the different platform targeting options before we jump into how you can define a paid media strategy for personas (with examples).

Paid Pillars

Search

  • Keyword and Intent-based targeting primarily. Users know what they’re looking for.
  • Behavioural and Interest-based audience targeting
  • Geographical & Demographic targeting
  • Custom audience lists and segments, similar audiences

Social

  • Behavioural and Interest-based audience targeting. Users are relevant but may not be showing intent just yet.
  • Custom audience lists and segments
  • Lookalike Audiences
  • External Platform Integration
  • Geographic & Demographic targeting

Display Programmatic

  • Behavioural, In-market, geographic and demographic audience definitions
  • Custom audiences segments and similar audiences
  • Ability to designate particular websites for placements and get highly targeted

Platform targeting options 

Google Search Ads targeting options

  • Keyword Targeting
  • Demographic
  • In-market / Affinity
  • Custom Audiences / Similar Audiences
  • Parental Status
  • Marital Status
  • Education
  • Home-Ownership Status
  • Employment
  • Apparel & Accessories
  • Arts & Crafts
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty & Personal Care
  • Business Services
  • Employment
  • Event Tickets
  • Financial Services
  • Food
  • Home & Garden
  • Real Estate
  • Software
  • Telecom
  • Travel
  • And more….

Microsoft Search Ads targeting options

Microsoft Search Ads targeting options

  • Keyword Targeting
  • LinkedIn Targeting
  • Demographic
  • In-market / Affinity
  • Custom Audiences / Similar Audiences
  • Apparel & Accessories
  • Arts & Crafts
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty Products & Services
  • Business & Industrial Products
  • Business Services
  • Seasonal Shopping
  • Social
  • Software
  • Sports & Fitness
  • Telecom
  • Travel
  • Vehicles
  • And more….

Display & Programmatic targeting options

Display & Programmatic targeting options as Paid Media Strategy

  • Placement Definitions
  • Demographic
  • In-market / Affinity
  • Custom Audiences / Similar Audiences
  • Parental Status
  • Marital Status
  • Education
  • Home-Ownership Status
  • Employment
  • Apparel & Accessories
  • Arts & Crafts
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty & Personal Care
  • Business & Industrial Products
  • Business Services
  • Computers & Peripherals
  • Consumer Electronics
  • Dating Services
  • Education
  • Employment
  • Event Tickets
  • Financial Services
  • Food
  • Gifts & Occasions
  • Home & Garden
  • Media & Entertainment
  • Musical Instruments & Accessories
  • Real Estate
  • Seasonal Shopping
  • Software
  • Sport & Fitness
  • Telecom
  • Travel
  • And more

Facebook Ads targeting options

Standard Targeting

  • Location
  • Age
  • Gender
  • Language

Detailed Targeting

  • Education
  • Financial
  • Life Events
  • Parents
  • Relationship
  • Work
  • Business & Industry
  • Entertainment
  • Family and relationships
  • Fitness and wellness
  • Food and Drink
  • Hobbies and activities
  • Shopping & Fashion
  • Anniversary
  • Consumer Classification
  • Digital activities
  • Expats
  • Mobile Device User
  • Politics (US)
  • Purchase behaviour
  • Soccer Travel
  • .. and more

Custom Audiences

  • Website Users
  • App Users
  • Customer Lists
  • Offline Activity (In-store)
  • Video
  • Lead form
  • Instant Experience
  • Shopping
  • Instagram
  • Events
  • Facebook Page
  • On-Facebook Listings

Lookalike Audiences

  • Targets users similar to a defined custom audience segment, 1% degree of similarity to 10%

Here are statistics on Facebook and Instagram’s users by age group and gender in Australia: 

facebook users by age group australiainstagram users by age group australia

Twitter Ads targeting options

Twitter Ads targeting options as Paid Media Strategy

Standard Targeting

  • Location
  • Age
  • Gender
  • Language

Advanced Targeting

  • Keyword
  • Follower Look-alikes
  • Conversion Topics

Custom Audiences

  • App Activity
  • Customer List
  • Website Activity

Lookalike Audiences

  • Targets users similar to a defined custom audience segment

Interest Targeting

  • Automotive
  • Beauty
  • Books & Literature
  • Business
  • Careers
  • Education
  • Events
  • Family and Parenting
  • Food and drink
  • Gaming
  • Health
  • Hobbies & Interests
  • Home and garden
  • Law, government and politics
  • Life stages
  • Movies and TV shows
  • Music and radio
  • Personal Finance
  • Pets
  • Science
  • Society
  • Sports
  • Style and fashion
  • Technology and computing
  • Travel

Statistics on Twitter users by age group in Australia:

twitter users by age group australia

LinkedIn Ads targeting options

LinkedIn Ads targeting options on Paid Media Strategy

Standard Targeting

  • Location
  • Language

Custom Audiences

  • Company List
  • Contact/Customer List
  • Retargeting
  • Company Page
  • Events
  • Lead gen form
  • Video
  • Website
  • Third-Party Company
  • Third-Party Contact

Lookalike Audiences

  • Targets users similar to a defined custom audience segment

Detailed Targeting

Company
  • Category
  • Connections
  • Followers of
  • Growth Rate
  • Industries
  • Names
  • Revenue
  • Size
Demographics
  • Age
  • Gender
Education
  • Degree
  • Fields of Study
  • Member School
Job Experience
  • Job Functions
  • Seniority
  • Titles
  • Member Skills
  • Years of experience
Interests & Traits
  • Member Groups
  • Interests
  • Traits

Illustration of LinkedIn users by age group in Australia:

linkedin users by age group australia

Pinterest Ads targeting options

Standard Targeting

  • Location
  • Age
  • Gender
  • Language
  • Device

Custom Audiences

  • Pinterest Engagers
  • Website Visitors
  • Customer List

Actalike Audiences

  • Targets users similar to a defined custom audience segment.

Detailed Targeting

  • Keyword Based targeting
  • Animals
  • Architecture
  • Art
  • Beauty
  • Children’s Fashion
  • Design
  • DIY
  • Education
  • Electronics
  • Entertainment
  • Event Planning
  • Finance
  • Food and Drinks
  • Gardening
  • Health
  • Home Decor
  • Men’s Fashion
  • Parenting
  • Quotes
  • Sport
  • Travel
  • Vehicles
  • Wedding
  • Women’s fashion

Statistics of Pinterest users by age group in Australia:

pinterest users by age group australia

Tik Tok Ads targeting options

Tik Tok Ads targeting options

Standard Targeting

  • Location
  • Age
  • Gender
  • Language

Custom Audiences

  • Website Traffic
  • Customer List
  • Engagement
  • App Activity
  • Lead Form

Lookalike Audiences

  • Targets users similar to a defined custom audience segment.

Detailed Targeting

  • Education
  • Automobiles
  • Baby, Kids & Maternity
  • Financial Services
  • Beauty & Personal Care
  • Tech & Electronics
  • Appliances
  • Travel
  • Pets
  • Apps
  • Apparel & Accessories
  • News & Entertainment
  • Games
  • Food & Beverage
  • Sports & Outdoors
  • Video Interactions
  • Creator Interactions

Statistics of TikTok users by age group in Australia:

tiktok users by age group australia

Sources: Social Media News and Napoleoncat 

Let’s get into Personas

Men’s Clothing & Fashion Brand

Let’s use Dan as an example. A 28-year-old male living in Sydney, Australia who currently works as a Graphic Designer. Here are Dan’s challenges, behaviour, goals, and interests.

With all of this information from Dan’s persona, we were able to come up with an approach to a possible paid media strategy.

Persona into paid media strategy

Men’s Clothing & Fashion Brand - Persona example

Paid media strategy approach

Men’s Clothing & Fashion Brand - platform selection

Marketing Automation Software

Another example is Kate, a 35-year-old marketing director from a marketing automation software company.  Kate has identified areas of improvement for her team and conducted some initial research into automation tools to help improve workflow.

With this information from Kate, here would be a possible paid media strategy:

Persona

Marketing Automation Software persona

Paid media strategy approach

Marketing Automation Software Paid Media Strategy approach

Google Display Ads / Programmatic approach

 

If you want to see how you could be targeted by audience definitions (on google), head to this URL  https://adssettings.google.com/

It works better if you log into your personal Google account. This is how Google sees my work profile:

ads setting

Kirsten Tanner

Kirsten Tanner

Editor in Chief at In Marketing We Trust. Passionate about content marketing and dogs. Loves creating long-form, evergreen and 10x content. Is mentioned in Guy Kawasaki's latest book.

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