Targeted advertising means getting refined. If you sell product for a targeted audience, you want to reach that audience. It seems straightforward, but it is so easy to get wrong. When reviewing media options, advertisers often make the mistake of adopting too broad a demographic target. If the product you are selling has other criteria, make sure you put them in play with your ad spend. Reaching 20,000 of the right consumer is much more effective in the long run than reaching 1,000,000 of the wrong consumer. Be open minded about cost per thousand comparisons and think through the value of targeting an audience that may actually respond to your offer.

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