Targeted online advertising in China gives you to chance to market directly to the people who are most likely to respond to your advertising. There are many different categories you can use when targeting Chinese consumers. We take a look at a few of them below.

Geo-targeting

Targeted advertising can sort users by location, and display relevant ads to them. You can set the radius in different increments, or by other factors such as town/city. Location targeting can be useful if, for example, you were opening a new store in a certain city.

Keyword targeting

Keywords are an effective way of finding internet users who are interested in your product/service. Targeted advertising online in China analyses a user’s keyword usage in order to determine which adverts are most suitable for them. For example, a user who often talks about ‘Samsung’ is likely to be a fan of the brand, and therefore a good person to promote new models or accessories to. The more specific your keywords, and the more relevant keywords you use, the more precisely you can target your advertising to ensure it engages exactly the right people.

Re-targeting

Re-targeting gives you the chance to re-attract users who browsed your site or filled a basket, but didn’t buy, by displaying adverts for the things they viewed. For example, a customer puts a pair of shoes in their basket, then leaves the site. You could use re-targeting to ensure that those particular shoes are displayed in adverts on other sites that they visit, to remind them that they liked them. This is incredibly useful because only 2% of web visitors actually convert on their first visit to your site, so you need to keep displaying your message in order to get those sales (source: Econsultancy).

Gender targeting

Research suggests that Chinese women are much more likely to shop online than Chinese men. You may find it useful to target only female internet users, as they may be more responsive to the idea of buying online. Of course, you may have a product that is specifically for men, in which case you can display your adverts only to male internet users.

Device targeting

Targeted advertising can even recognise the kind of device internet users have. This can be incredibly useful in order to personalise advertising and make it more relevant to consumers. If you were selling phone accessories, you wouldn’t want to advertise iPhone cases to Samsung users. Targeted online advertising allows you to avoid this, saving you money that would have been wasted targeting the wrong market.

Interest targeting

By targeting customers who have expressed an interest (via the pages they like or the accounts they follow, for instance) in your industry or service, you can access consumers who have made their tastes clear. For example, with it estimated that 32% of Chinese families being able to afford to travel abroad and purchase luxury goods during their stay by 2015 (source: eChinacities), targeting online users with an interest in travel allows you to tap into that market.

(Image source: “Target Market Means Consumer Targeted Advertising” | www.freedigitalphotos.net)