SMME’s AI, Your Website, Social Media & Digital Marketing – Part 5 – Targeted Advertising

Put off Artificial Intelligence (AI) for your SMME business? Scary, not necessary, too fancy/complicated, or probably too expensive?  

With 25+ years’ experience in the marketing, digital marketing, web and social media space we have a different point of view, and can enable your business in an efficient and profitable manner.


Welcome to Part 5 in this AI series – Targeted Advertising Using AI

Targeted advertising using AI can significantly enhance the effectiveness of social media campaigns for small and medium and micro-sized businesses (SMMEs) by reaching the right audience with personalized messages. Here’s an overview of the key tools, their costs, and the steps required to implement targeted advertising on social media.

Options, Programs, and Platforms

  1. Facebook Ads (Meta Ads Manager)
    • Cost: Based on ad budget; typically starts as low as $1/day
    • Features: Audience targeting, custom audiences, lookalike audiences, retargeting, detailed analytics.
    • Steps to Implement: Set up a Facebook Business Manager account, create a campaign, define your target audience using demographic and behavioral data, set a budget, design ads, and launch the campaign.
  2. Google Ads
    • Cost: Based on ad budget; typically starts as low as $1/day
    • Features: Search ads, display ads, YouTube ads, detailed targeting, retargeting, analytics.
    • Steps to Implement: Create a Google Ads account, define campaign goals, select keywords and target audience, set a budget, create ads, and launch the campaign.
  3. LinkedIn Ads
    • Cost: Minimum budget of $10/day for text ads
    • Features: Targeting based on job title, industry, company size, retargeting, sponsored content, detailed analytics.
    • Steps to Implement: Set up a LinkedIn Campaign Manager account, define your target audience, create ads, set a budget, and launch the campaign.
  4. Twitter Ads
    • Cost: Based on ad budget; typically starts at $1.35 per engagement
    • Features: Audience targeting, custom audiences, retargeting, detailed analytics.
    • Steps to Implement: Create a Twitter Ads account, choose campaign objectives, define your target audience, set a budget, design ads, and launch the campaign.
  5. AdRoll
    • Cost: Starts at $19/month for the Starter plan; ad spend additional
    • Features: Retargeting, multi-channel campaigns, audience segmentation, dynamic ads, detailed analytics.
    • Steps to Implement: Sign up for an AdRoll account, integrate with your website and social media accounts, create audience segments, design ads, set a budget, and launch campaigns.
  6. Hootsuite Ads
    • Cost: Custom pricing
    • Features: Social media ad management, audience targeting, detailed analytics, integration with various social platforms.
    • Steps to Implement: Sign up for Hootsuite, integrate your social media accounts, create and target ads, set a budget, and manage campaigns through the Hootsuite dashboard.

Steps to Implement Targeted Advertising

  1. Identify Objectives and KPIs
    • Define your advertising goals (e.g., increase brand awareness, drive traffic, generate leads).
    • Set key performance indicators (KPIs) to measure success.
  2. Choose the Right Platform
    • Select an advertising platform based on your target audience and budget.
    • Consider the specific features and advantages of each platform (e.g., Facebook for broad reach, LinkedIn for B2B).
  3. Set Up an Account
    • Create an account on the chosen platform (e.g., Facebook Business Manager, Google Ads, LinkedIn Campaign Manager).
    • Configure payment methods and billing details.
  4. Define Your Target Audience
    • Use demographic, geographic, psychographic, and behavioral data to define your target audience.
    • Create custom audiences based on your existing customer data.
    • Use lookalike audiences to find new potential customers similar to your existing ones.
  5. Create Ad Campaigns
    • Design visually appealing and engaging ads that resonate with your target audience.
    • Use high-quality images, videos, and compelling ad copy.
    • A/B test different ad variations to determine what works best.
  6. Set Budget and Bidding Strategy
    • Define your daily or campaign budget.
    • Choose a bidding strategy that aligns with your campaign goals (e.g., cost per click, cost per thousand impressions).
  7. Launch and Monitor Campaigns
    • Launch your ad campaigns and closely monitor their performance.
    • Use the platform’s analytics tools to track KPIs such as click-through rates, conversion rates, and return on ad spend (ROAS).
  8. Analyze and Optimize
    • Regularly review performance data to identify successful and underperforming ads.
    • Make data-driven adjustments to your targeting, ad creatives, and bidding strategies to improve results.
  9. Retargeting
    • Implement retargeting strategies to reach users who have interacted with your website or ads but have not yet converted.
    • Create personalized ads to re-engage these potential customers.
  10. Report and Refine
    • Generate detailed reports to understand the overall effectiveness of your campaigns.
    • Refine your strategy based on insights gained from the data to continuously improve your targeted advertising efforts.


AI-powered tools for targeted advertising offer SMBs powerful capabilities to reach and engage their ideal audience on social media. By selecting the right platform and following a structured implementation process, businesses can effectively create and manage targeted ad campaigns, driving better engagement and achieving their marketing goals. Regular monitoring and optimization based on performance data are essential for maximizing the effectiveness of targeted advertising efforts.

How does your business move forward from here?

We are honest and transparent as to why we have put out this article. Yes it should be an asset to the industry and customers of our industry, but we also need to do business for many of the same reasons you do. So here is our ask.

Seeking a web development company, a social media company, a digital marketing agency, a traditional marketing agency, an integrated agency or a service provider that can bring AI to your business at the current level needed whilst allowing for future changes?

Why you should consider 3G’s Branding Consulting Digital and Marketing Head Outsource

We As An Agency

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Well, that was Part 4. There will be more to follow. 

Access other series’ via our blog, as well as the balance of articles and posts access 3G’s other posts. Likewise you are welcome to reach out to us should you want to engage directly with us on this. 

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