An exploration of targeted digital advertising on improving conversion rates: Evidence from an online marketplace in Kano, Nigeria
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Background of the study
Targeted digital advertising has emerged as a powerful tool for online marketplaces to reach the right audience and improve conversion rates. This study explores how targeted advertising techniques are applied in an online marketplace in Kano, Nigeria, to drive sales and boost engagement. By leveraging user data and advanced segmentation, targeted ads can deliver personalized messages that resonate with potential buyers (Okeke, 2023). In Kano, the growth of e-commerce has heightened the need for effective advertising strategies that reduce wastage and increase conversion efficiency (Chinwe, 2024). The study examines various methods such as behavioral targeting, demographic segmentation, and retargeting campaigns, and evaluates their effectiveness in converting impressions into sales. It also considers challenges such as ad fatigue, privacy issues, and the technical complexities of data analysis. Through a comprehensive review of current practices and empirical evidence, the research aims to provide actionable insights for optimizing targeted digital advertising to enhance conversion rates.
Statement of the problem
Despite the potential of targeted digital advertising, many online marketplaces in Kano face challenges in converting ad impressions into actual sales. Issues such as inaccurate targeting, oversaturation of ads, and consumer privacy concerns hinder the effectiveness of advertising campaigns. These challenges result in lower conversion rates and reduced return on investment. This study aims to address these problems by evaluating various targeting techniques and identifying best practices for improving conversion outcomes in digital advertising (Okeke, 2023; Chinwe, 2024).
Objectives of the Study
To assess the impact of targeted digital advertising on conversion rates.
To identify key factors that contribute to successful ad targeting.
To propose strategies for optimizing digital advertising campaigns for higher conversions.
Research Questions
How does targeted digital advertising affect conversion rates in an online marketplace in Kano?
What are the key factors that enhance the effectiveness of targeted ads?
How can online marketplaces optimize targeted advertising to improve sales conversions?
Significance of the study
This study is significant as it offers insights into optimizing targeted digital advertising to improve conversion rates. The findings will help online marketplaces in Kano refine their ad strategies, leading to better targeting, higher sales, and improved ROI. The research contributes to digital marketing best practices by emphasizing data-driven ad optimization (Chinwe, 2024).
Scope and limitations of the study
The study is limited to analyzing targeted digital advertising for an online marketplace in Kano, Nigeria, and does not extend to other digital marketing channels or e-commerce sectors.
Definitions of terms
Targeted Digital Advertising: The use of data-driven methods to deliver ads to specific consumer segments.
Conversion Rate: The percentage of users who complete a desired action, such as making a purchase, after interacting with an ad.
Online Marketplace: A digital platform where buyers and sellers transact goods and services.
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