What factors should we consider when allocating budget across different audience targeting options?

When allocating budget across different audience targeting options, consider the following factors:

1. Target audience: Consider which audience targeting options are most effective for reaching your target audience. For example, if your target audience is primarily active on a certain social media platform, it may make sense to allocate a larger portion of your budget to that platform.
2. Objectives: Consider your objectives for each audience targeting option. For example, if your objective is to increase brand awareness, you may want to allocate a larger portion of your budget to options that have a wider reach, such as display advertising or social media advertising. If your objective is to drive conversions, you may want to allocate a larger portion of your budget to options that are more targeted, such as search advertising or email marketing.
3. Cost: Consider the cost of each audience targeting option. Some options, such as display advertising or social media advertising, may have a lower cost per impression or click, but may not be as targeted as options such as search advertising or email marketing.
4. Performance: Consider the performance of each audience targeting option. Use metrics such as click-through rates, conversion rates, and return on investment to determine which options are most effective.
5. Scalability: Consider the scalability of each audience targeting option. Some options, such as search advertising or email marketing, may be more scalable than options such as display advertising or social media advertising.
6. Test and Optimize: Continuously test and optimize your budget allocation to ensure it is being used effectively. Use A/B testing, surveys, and other research methods to gather feedback and make improvements.
7. Diversification: Don't rely on just one audience targeting option, consider a mix of options to reach your audience where they are most active.
8. Seasonality: Consider the seasonality of your business, if you have a peak season, you might want to allocate more budget during that time to reach more audience.

By considering these factors, you can allocate your budget in a way that maximizes the effectiveness of your audience targeting efforts and helps you reach your objectives.