How to Target Millennials Through Paid Ads

Millennials are something of a mythical bunch in society. Much is said about their behaviors and preferences, yet many of the stories seem to contradict. Even narrowing down what age group millennials represent is challenging, and many people have differing views.

This confusing picture makes it challenging to target millennials through paid ads, but don’t let it put you off. Let’s look at who millennials are and how you can use that data to create targeted ads that will convince them to convert.

When Were Millennials Born?

Millennials are defined as “people reaching young adulthood in the early 21st century.” The Pew Research Center further defines the group as those born between 1981 and 1996, though that time period has shifted over time.

Millennials are now the most populous group in the US, making up 21.97 percent of the population, and this trend is set to continue well into the 2050s.

This makes understanding millennials crucial to creating paid ads that actually drive revenue.

What Makes Millennials Unique?

One of the key things that make millennials unique is their relationship with technology.

Millennials were born into a world where modern technology hadn’t yet taken hold in daily life like it has today. However, they did grow up in an age where technology was transforming the way we live, so they aren’t new to it.

Generation X adapted to digital technology as adults, and Generation Z have never known life without the smartphone or super-fast internet, but millennials have a foot in both worlds.

The rapid shift to a digital world means millennials’ lives have followed a different path to those generations before and after them. This has influenced them in many different ways.

Of course, it’s hard to ascribe common characteristics to such a diverse group, but some traits seem to be common in this generation, including:

connected
tech-savvy
curious
in need of instant gratification
collaborative
seek transparency
crave authenticity
care about diversity and sustainability

Keep in mind; this is just a rough picture of millennials. There are still individual people with unique politics, education levels, likes, and dislikes. However, these insights need to inform your paid ad strategy.

Why You Should Target Millennials Through Paid Ads

If you successfully target millennials through paid ads, you’ll engage 21.97 percent of the US population and 2 billion people worldwide. While millennials are more receptive to certain products, this is a huge market for virtually any business.

However, millennials pose several challenges to marketers. First, it is a large, diverse group, and secondly, they’re so accustomed to advertising that some think they’ve become immune to it.

Nobody is immune to advertising, and millennials click paid ads every day. The trick is finding the right strategy.

It starts with understanding your target audience. If your product doesn’t solve the problems millennials have or fit their view of the world, then this group shouldn’t be your primary target.

For example, businesses that provide traditional weddings and razor blade manufacturers have a notoriously …read more

Source:: Kiss Metrics Blog