What it means for your advertising
Every channel narrows who sees an ad, and each starts from something different. Google Search starts from what people type (keywords). Facebook and Instagram start from interests and behaviour. LinkedIn starts from people's jobs (professional targeting). ChatGPT starts from the situation someone describes (conversation context).
In the Guru you describe your customer once, either in your own words as a described audience or by picking interest categories. That becomes a targeting profile: age, gender and parental status, plus the Google audience segments that fit, in-market and affinity. A campaign can have up to five profiles.
On Google Search, your profile's in-market and affinity audiences are added to your campaign automatically, alongside your keywords, to help Google find the searchers most likely to become customers. On ChatGPT, the same profiles shape the situations your cards are matched to.
On Facebook, Instagram and LinkedIn, our team sets up targeting on each platform from the same description: interests, lookalikes and remarketing on Meta; job, industry and company on LinkedIn. Audience is who you reach; location targeting is where.
An example
Java Roasters describes its office customers as “office managers at small companies who want good coffee for their team without leasing a machine”. The Guru builds a profile of ages 25 to 54, in-market for business services and office supplies, with an affinity for coffee shops. On Google that profile sits alongside keywords such as “office coffee delivery”. On LinkedIn, our team targets office and facilities managers at companies of 51 to 500 people.
Java Roasters is a fictional business, and its figures are illustrative.
How we handle it
You build your audiences in the Guru and we check them when we plan. We carry them onto each channel you choose, set up the Facebook, Instagram and LinkedIn targeting ourselves, and report how each audience responds. How it works shows where audiences fit in building a campaign.