Remember the days when you’d set up a generic ad campaign, pick a few short-tail keywords, then throw up some ads on Google AdWords—praying for click throughs and conversions to magically appear out of thin air? Those days weren’t very long ago, but thankfully, they’re gone forever.
Today ad targeting is smarter and more precise than ever before, largely thanks to platforms like Facebook and Google. Marketers can now reach their ideal audience with individually tailored content that converts. The tools at our disposal are robust, and they can surely help us improve our ROI, but only if they’re used correctly.