How well do you know your audience? Many advertisers think they know their audience well, but unfortunately, some do not utilize all the resources that would help them know their audience even better.

Avinash Kaushik, Analytics Evangelist with Google, explains how tools such as Google Ad Planner and Google Insights for Search provide data that help advertisers truly understand the demographics of their audience. These tools essentially allow users to build a target audience profile based on actual data and analytics.

Avinash says, “The reality is, you can focus by using data.”

He went on to say that he has found that many advertisers only have opinions on their audience but neglect to run experiments and tests to validate their views. Although experiments and tests take time, they save advertisers from targeting the wrong audience.

Is your advertising campaign working? Can you prove your target audience with data? If not, you may need to re-evaluate and make sure you truly know who you are targeting.

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