As an advertiser, your goals may vary from campaign to campaign, from season to season – whether you want to generate awareness, increase engagement, or convert neighbors into customers by driving valuable action. Just as your goals may vary, so too, should your targeting.
What does that mean for advertisers on Nextdoor? Using our Neighborhood Ad Center, once a campaign objective is selected, advertisers can choose how to target their advertisements.
There are many different options for targeting on Nextdoor, including location targeting, demographic targeting, and even using your customer data for targeting.
Read on for more information about the difference between the targeting methods to help determine what makes the most sense for your campaigns.
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Location targeting implies just that: the targeting of your ads based on location, with a few targeting parameters layered on, like state, city, or ZIP code. Location targeting is an optimal choice for brands or agencies who are getting started with the Neighborhood Ad Center. It allows you to start to understand where and with whom your ads best perform. Additional Ad Groups can be created to focus on or test additional audiences.
Digging deeper: Neighbors are required to sign up with their real name and address on Nextdoor, ensuring that your ad reaches real people in your selected areas. Your targeting will default to the largest geo-location selected. For example, if you select targeting by a state and specific ZIP codes within the state, your campaign will default to full state targeting. If you want to only reach specific ZIP codes, upload just those ZIP codes and do not select the state.
If multiple targeting parameters are overlaid, 500 ZIP codes may be uploaded; if no other parameters are selected, a maximum of 700 ZIP codes may be uploaded.
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Audience targeting enables advertisers to specify to which neighbors they’d like to target their advertisements based on gender, age, device, household income, homeowner status, and interests, as applicable.
Digging deeper: Interest targeting is based on first-party interests identified by neighbor-selected interest groups on Nextdoor as well as third-party interests identified by third-party data partners. High affinity interest segments include neighbors who have shown a higher engagement with select interest categories based on various on-platform actions.
Advertisers may also create Custom Audiences by uploading their own customer data. Using customer data to target or exclude current customers can help optimize ad performance.
Our Reach tool will show how all of the selected audiences will affect your ad’s potential reach. Starting broadly and testing different big buckets (i.e. gender) in separate Ad Groups can help provide a sense of where your brand’s best performance lies.
Regardless of whether your campaign utilizes location or audience targeting, your advertisements will be visible to real neighbors – never bots – across the United States.
