Targeting is the set of settings that decides who will see an ad, a promoted post or a message. Common options: location and radius, age and gender, language, interests, behaviour (for example, recent purchases or travel), and custom audiences such as website visitors, your customer list or people similar to your followers (lookalikes).
For a small business, good targeting stretches a small budget. A local service rarely needs to pay for views from another country; a children’s shop does not need to reach teenagers. At the same time, over-narrow targeting can make ads expensive and slow to learn. Start with a clear portrait of the customer and a reasonable audience size, then refine based on results.
Example: a car detailing studio targets people aged 25–55 within 10 km, interested in cars, and excludes existing customers from its customer list. A separate campaign offers returning customers a seasonal discount.
The same principle applies to your own channels: in AI SMM, web push and email campaigns can be sent to specific segments, and popups can be shown only to chosen visitors.
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