Audience Segmentation

Definition:
Audience segmentation is the process of dividing a broader target market into smaller groups based on shared characteristics or behaviors.

Why it matters:
Segmenting allows advertisers to tailor messaging, offers, and creatives to specific groups, improving relevance and performance.

Common segments:

• Demographics (age, gender)

• Behavior (past purchases, site visits)

• Interests (content consumed, pages viewed)

Best practices:

• Test messaging across multiple segments

• Use exclusion audiences to avoid overlap

• Refresh audience data frequently for accuracy