Because the oldest Gen Zers are reaching an age where they can make their own purchasing decisions, you have a whole new audience you can target with your paid ads.

Search interest in Gen Z has climbed so high that as of March 2021, searches for Generation Z surpassed searches for baby boomers and millennials.

In order for your ads to be successful, you need to understand the demographics and characteristics of Gen Z so you can tailor your campaign accordingly.

The ages of those considered to be in Generation Z vary by source.

To add to the confusion, there’s also different terminology used to describe them. While the name “Gen Z” appears to have stuck, this generation of young consumers is sometimes also known as the Zoomers, in contrast to baby boomers.

For this article, I’m using the definition from Pew Research Center, which categorizes anyone born from 1997 to 2012 as part of Gen Z.

What Is Unique About Generation Z?

Just as baby boomers were defined by the postwar world, Gen Zers have their own unique characteristics tied to the age they were born.

For starters, they’re the first generation to grow up with access to technology throughout their lives. In 1995, two years before the first Zoomers were born, just 44.4 million people worldwide used the internet. By 2000, that number had climbed to 413 million, before roughly doubling every five years up until 2015.

The oldest Gen Zers turned 10 in 2007, the year Apple launched its first iPhone. They’ve pretty much always had access to social media, with the first social platforms starting to gain traction in the mid-noughties.

Generation Z isn’t just unique because they’re digital natives.

They’re the most diverse generation in history. Just 52 percent of US Gen Zers are white, and almost one-quarter have at least one immigrant parent (compared to one in seven Millennials).

What’s more, despite the growing cost of college tuition, Gen Z are better educated than earlier generations. Of 18 to 21-year-olds who weren’t in high school in 2018, 57 percent were in college, compared to 52 percent of Millennials in 2003, and 43 percent of Gen Xers in 1987.

Perhaps as a result of their educational exploits, they’re also less likely to work in their teens and early 20s:

• Only 18 percent of Gen Zers aged 15-17 in 2018 were employed, compared to 27 percent of Millennials in 2002, and 41 percent of Gen Xers in 1986
• 62 percent of adult Gen Zers aged 18 to 22 were employed in 2018, compared to 71 percent of Millennials and 79 percent of Gen Xers at comparable ages

Why You Should Use Paid Ads to Target Generation Z

They might be young, but Generation Z is already impacting our economy. In the US alone, they spend an estimated $44 billion a year. Taking their influence on all household spending into account, their annual economic impact climbs to a staggering $600 billion.

So, you should be targeting them through ads, right?

Not necessarily. Generation Z isn’t the best target audience for every brand.

For instance, they don’t seem to like alcohol as much as older generations. Just 15 percent of drinking-age Gen Zers say they drink at least once a week, compared to 28 percent of Millennials and 36 percent of Baby Boomers.

They also watch less TV. They watch over 30 minutes less broadcast TV per day, and they don’t watch any more online TV than the average internet user.

While they might not be a fantastic audience for brands in the alcohol or broadcast TV spaces, there are definitely some things Generation Zers do enjoy.

For instance, they love gaming. Indeed, two-thirds of Gen Z males describe gaming as a core part of their personal identity.

More generally, they have very different ideas of “consumption” than previous generations. To them, the act of buying simply means having access to a product or service, not necessarily owning it.

Or, as consulting firm McKinsey puts it:

As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video streaming, and subscriptions) creates value. Products become services, and services connect consumers.

At this point, I’m going to assume your brand is relevant to Gen Z, and you’re eager to reach them.

With that in mind, here’s a word of warning: advertising to Generation Z is a double-edged sword.

They received their first smartphone at the age of 10.3 and spend an average of three hours a day on their mobile devices. As a result, many Gen Z experience ad exhaustion. They’re 12 percent more likely than average to use ad blockers, with 49 percent saying it’s because there are too many ads on the internet.

However, their buying habits suggest they’re actually extremely receptive to seeing the right sort of ads.

For starters, 44 percent describe social media as a popular source for product inspiration, while 69 percent want to buy directly via social media. What’s more, they’re more inclined than Millennials to make impulse purchases.

Strategies to Target Generation Z Through Paid Ads

It boils down to this: if you target Generation Z with the right products, they might be more likely to purchase it in-store or through social commerce (if you offer it). With that in mind, in this section, I’ll discuss how to target them effectively.

First, a quick disclaimer—you should only target the oldest members of Generation Z. Just as a millennial born in the early 1980s may not share much common ground with one born in the mid-90s, there’s likely to be a lot of disparity between young and (comparatively) old Gen Zers.

These strategies are relevant to reaching young adults right now, but trends will change by the time the youngest Zoomers come of age.

Showcase Diversity in Your Paid Ads Targeted at Generation Z

I’ve already noted that Gen Z is the most diverse US generation of all time. Zoomers recognize and champion this, with 71 percent eager to see more diversity in advertising.

While they respond positively to authentic, genuine expressions of diversity, they immediately see through ads that latch onto it as a way to sell a product. As one respondent to a Facebook survey put it: “It has to be authentic diversity, not just brand image.”

Say you’re in fashion e-commerce. You should absolutely use diverse models and messaging, but don’t latch onto Black History Month or International Women’s Day to promote your latest flash sale.

Treat Gen Z as Adults in Paid Ads

Generation Z hates being patronized.

This should be obvious—we’ve all been teenagers, after all. Yet so many articles about marketing to Gen Z talk about how they have the attention span of a goldfish.

Not only is that untrue, it’s also extremely patronizing. It suggests Gen Z are so obsessed with their phones or playing Fortnite, that they’re simply unable to focus on your brilliant ads.

In reality, Zoomers have better recollection of ads than Millennials or Gen Xers, particularly for skippable ads lasting less than two seconds.

Also, they’re the most educated generation in history and more comfortable with technology than their parents. If you don’t give them the credit they deserve, don’t expect them to buy from you.

Create Paid Ads for Multiple Social Channels to Reach Generation Z

Zoomers were raised on a diet of social media. Facebook is older than a lot of Gen Zers, so it’s hardly surprising they’re bored of it.

That’s not to say they don’t use Facebook at all; one-third check it on a daily basis. But they check lots of other channels, too. One in nine use TikTok every day, while one in ten are daily Discord users.

The lesson here is simple: to target Gen Z effectively, you need to focus on a diverse range of platforms, while keeping one eye on the “next big thing” in social media.

Take a Stance on Social Justice Issues in Your Paid Ads for Generation Z

You might think your online presence should be geared toward selling your product and building brand awareness.

Zoomers disagree.

Two-thirds say it’s no longer acceptable for companies to stay silent on social justice issues, while three-quarters believe brands have more responsibility than ever to promote social justice.

What’s more, they’re open to brands joining in the conversation via the groups and communities they’re part of.

That means you should incorporate key issues like climate change and the Black Lives Matter movement into your messaging. But, don’t simply use it as a platform for selling—it has to be genuine.

Showcase Low Price Points in Your Paid Ads Targeted at Gen Z

Gen Z is just entering the workforce, so they typically don’t have a ton of money. What’s more, they were hit particularly hard by the 2020 COVID-19 pandemic in terms of job retention.

As a result, the older end of the Gen Z spectrum is much more financially aware. Because of this, you could get a lot of traction from targeted ads that demonstrate the affordability and value of your products.

Examples of Paid Ads Targeted at Generation Z

Advertising to Generation Z can be a real minefield. Some advertisers get it exactly right, but unsurprisingly, lots of others don’t. Here are two examples of ads that get it spot on, and two that missed the mark.

Good: Just Eat

Food delivery services saw big sales growth during the coronavirus pandemic. But with competition from the likes of Uber and Deliveroo, UK-based delivery service Just Eat needed to stand out.

Its answer? A collaboration with the rapper Snoop Dogg!

As a quick glance at the Billboard Hot 100 will tell you, Gen Z love a collaboration, and this ad certainly resonated, clocking up almost 13.5 million views on YouTube.

Take a look at the comments and you can see it’s gained the sort of response you’d typically expect from a “real” music video:

Bad: The British Army

No one likes to be stereotyped, and Gen Z is no exception. Given that they make up more than one-third of the world’s population, it’s understandable they want to be seen as individuals, not all grouped in together.

Despite this, the British Army launched a recruitment campaign aimed at young adults, branding them “Phone Zombies” and “Selfie Addicts”.

That’s a tough sell. If a brand insulted me, I wouldn’t buy a pair of socks from them, let alone potentially lay down my life for them!

As an aside, 61 percent of Gen Zers describe themselves as “global citizens,” which suggests a career in the armed forces might not be a natural fit for them anyway, regardless of the advertising.

Good: ASOS

Fashion retailer ASOS launched a whole range targeted at Gen Z in which all the clothes are animal-free, sustainable, and gender-fluid.

As part of this, the brand ran a poll through Instagram Stories to ask whether clothes should be gendered, with two-thirds of respondents insisting they shouldn’t be.

This was effectively a double win. Not only did the campaign raise awareness of the Collusion line, but it also proved ASOS cares about the same issues as its audience, and understands the importance of expressing your identity.

Bad: Thortful

Here’s an ad found on the subreddit /r/FellowKid, which is dedicated to naming and shaming terrible examples of Gen Z-focused marketing.

To be fair, Thortful does a lot of good advertising. It has a huge inventory of greetings cards, many of which are actually funny, but this ad is objectively pretty bad.

It smacks of an advertiser desperately trying to link their product to something that’s popular with a young audience.

Also, while the Fortnite bubble hasn’t burst yet, interest in the online shooter game was at its peak in October 2019. Thortful missed the boat on this one.

Conclusion

The word “authenticity” is horrendously overused in marketing, but it’s absolutely crucial to targeting Generation Z effectively.

Remember, Gen Zers expect you to weigh in on social justice issues, and they want you to promote diversity. But if you do it inauthentically, they’ll run.

If issues like these aren’t central to your branding, it’ll be obvious you don’t practice what you preach—and that will drive away these young, savvy, conscious consumers. For help creating your Gen Z marketing strategy, reach out to our top-rated agency.

What are you doing to reach Generation Z through your advertising?

Finding new audiences to target is a constant challenge for marketers. If you’ve never tried marketing for Generation X, you could be missing out on a valuable group of consumers.

Why should you customize ads for a Generation X target market? Your customers are individuals, but they also belong to a group based on what year they were born. As unique as each might be, they move through some experiences and stages of life together.

What makes Generation X so valuable? We’ll take a look at who these consumers are, what experiences might influence how they respond to advertising, and a few best practices to make sure you hit the mark with your ads.

How Old is Generation X?

1965 to 1980 are typically known as the Generation X years.

The name “Generation X” was adopted from a 1991 novel written by Douglas Coupland called Generation X: Tales for an Accelerated Culture. Some say the name also gained popularity due to the generation’s refusal to be defined. The X refers to the variable “x,” allowing them to be named but perhaps not limited by one definition.

What is Unique About Generation X?

Generation X has often been ignored as marketers instead targeted the larger baby boomer and millennial generations. However, a look at their spending tells us that this is a worthwhile audience to target in our marketing.

While stereotypes can be harmful, we can look at their shared experiences to consider what motivates them, what they value, and what they might worry about in their current life stage.

The oldest of this generation grew up during the Vietnam War and the Watergate scandal. Others remember the Berlin Wall coming down.

Generation X adopted computers and the internet, lived through Y2K, and lived through the AIDS epidemic. Gen X is the first generation to have exposure to the internet for most of their lifetime, though most didn’t have access in childhood.

People often characterize Generation X as self-reliant, adaptable, independent, and ethical, with “big picture” thinking. They are occasionally viewed as skeptical, but you could also call them critical thinkers. They’re currently considered to be financially stable but also deal hunters.

Why You Should Target Generation X Through Paid Ads

Why should you target Gen X in marketing? Spending power is one reason. They make up about 25 percent of the population but bring home about 31 percent of the income.

There are about 65 million Generation X, and they outspend millennials by 41 percent and baby boomers by 18 percent.

What brands does Generation X like right now? In their top 10 brands, you’ll find tech, retail, media and entertainment, automotive, and apparel companies. Other categories can include solutions for the worries they currently face, such as aging parents, preserving their health and wellness, protecting their families’ safety, or helping them plan for retirement.

SaaS platforms offer flexibility and affordable ways to make consumers’ lives easier and better, both of which appeal to Generation X.

Strategies for Targeting Generation X Through Paid Ads

It’s wise to remember that the oldest of this group may act more like baby boomers, while the youngest may act more like millennials. Generation X marketing strategies should include paid search ads, email marketing, social media, and occasionally even direct mail.

Your online presence matters. Gen X shoppers tend to be careful researchers of companies and products before making purchasing decisions.

Ensure your website is clear, up-to-date, accurate, and full of reassuring information and reviews. If they don’t like what they see online, they’re going to move on, probably to one of your competitors.

Generation X is tech-savvy enough to use Google regularly and frugal enough to search for coupons and promotions. You can target them with promotional paid ads that use the language they’re likely to use for this type of search. Ensure your ad copy uses terms like “discount” or “promo code,” and be clear and authentic about your promotion.

Missteps to avoid? A strong sell isn’t needed or welcomed and could be off-putting, so avoid overpromising. Additionally, 66 percent still shop in brick-and-mortar stores.

Run Paid Ads on Social Channels They Use the Most

Generation X consumers like social platforms, with nearly 78 percent of them being active on social media. Which platforms do they prefer? Statista shows:

• 76 percent use Facebook
• 70 percent use YouTube
• 47 percent use Instagram
• 40 percent use LinkedIn
• 39 percent use Twitter

Don’t forget platforms like Pinterest and Etsy. Thirty-five percent of Pinterest users are between 30 and 49 years of age, and 27 percent are aged 50 to 64. The average Etsy seller is around 39 years old. The content on Pinterest leans heavily toward their interests, including DIY, cooking, and home projects.

Create campaigns on each platform that target this group directly, and remember to use a range of ad types to ensure you’re capitalizing on these channels. For example, knowing they are heavy Facebook users, you’ll want to use all kinds of Facebook ads including images, dynamic ads, videos, and carousel ads to catch their attention.

Just remember that if they’re following brands on social media, they’re doing it to find out about promotions and discounts. Build some promotions and special offers into your social posting calendar just for followers and fans.

Create Ads That Appeal Specifically to Generation X

Generation X are loyal to their favorite brands but wary of invasive advertising. They don’t enjoy aspects of digital marketing that seem intrusive to their personal lives and aren’t fans of text messaging or retargeting.

They are more open to email marketing, and including offers and promotional codes in emails can be a great way to attract these customers.

Be authentic, and demonstrate that quality and service are essential elements of what you offer. You’ll need to create ads that speak directly to them, with ad copy and messaging that speaks their language. Use images that reflect real people and the daily lives of Gen X.

They’re mobile-friendly, and 90 percent of them own smartphones. Ensure your website and e-commerce store are optimized for mobile to deliver a great experience and convert visitors to customers.

Incorporate Reviews in Your Paid Ads for Generation X

Brand loyalty means building trust, and this generation wants social proof. Show and tell them they can trust you to deliver on your promises.

Share case studies, display testimonials, enable platforms that invite reviews, and share your best reviews via your advertising.

Enlist strategies to garner more reviews, then use them in your advertising. Use the insights you gain from studies to create ads that feel even more relevant and meaningful to your audience.

How can you inspire your customers to leave more reviews?

• Offer multiple ways for them to leave reviews.
• Make sure the review process is quick and easy for your customer to use.
• Share positive reviews from other customers.
• Offer incentives.
• Respond to all reviews.
• Work to find solutions with frustrated customers.

Watch for signs that your customer is happy enough to leave a positive review before asking. Good times to ask might be after they’ve expressed satisfaction, when they reordered a product, when they refer you to a friend, or mention or tag you on social media sites.

What can you do with the feedback you gain from customer reviews? Add snippets to your paid ad to help coax searchers choose your ad to click and use reviews, ratings, and testimonials in your ad creative.

Adding social proof to your paid search listings can help you stand out and increase click-through rate (CTR). This can increase your Quality Score, eventually lowering your costs per click (CPC) and increasing your sales.

Get creative and use customer reviews in paid social media ads, being careful to protect your customers’ privacy. Add a quote or line of a testimonial to your email marketing. Add them to your homepage to help attract organic traffic as well.

Create Paid Ads That Appeal to Generation X Emotions

Generation X is currently at an age where nostalgia can be an effective element in advertising. They like reboots and throwbacks.

Is it that they’re more emotionally connected to the past or nostalgic than other generations? Not necessarily. Generation X has access (and the first significant access) to all their memories and old favorites. They also have access to platforms that allow them to share this content and connect with others based on it.

Generation X is interested in past events, entertainment, pop culture, and music. Seventy-five percent of Generation X spends their YouTube time watching nostalgic content, such as videos relating to past events or people. They also like to watch video content to learn DIY skills and to follow news and current events.

This McDonald’s commercial featuring Jason Alexander from Seinfeld has over 2.5 million views on YouTube. While there may be a few younger viewers catching these classics, you can bet that many Generation Xers remember watching it when it first aired on TV.

How can you use this in your advertising? Stir up nostalgia with throwback elements that remind them of their favorite TV commercials, programs, or movies from when they were younger.

Build and Advertise a Loyalty Program in Your Paid Ads for Generation X

Creating a loyalty program can be an excellent way to reach Generation X. Known for brand loyalty, Gen X is likely to appreciate and respond to companies who reward their loyalty.

They like to stick with brands they trust, so relationship building is important. Often overlooked by marketers, Generation X can be won over by feeling part of an exclusive group.

Building these connections over time will help ensure Generation X shoppers stay loyal and not wander to competitors. If you can show them you care with excellent service and programs that make them feel important, they’ll stick around.

What should loyalty programs include? Generation X likes special treatment, limited offers, and extra attention on special occasions. They’re likely to appreciate birthday promotions, recognition on special anniversaries, and special discounts and events.

Examples of Paid Ads for Generation X

The best Generation X marketing examples will use platforms that they use and target their interests and values. Typically, effective ads with this group will target Generation X marketing characteristics and use elements of nostalgia to help build connections quickly.

Watch for crossover ads that use nostalgia to catch the attention of Gen X, like the Domino’s and “Stranger Things” commercial. In this ad, one of the main characters from a popular TV show of the past few years recreates a memorable sequence from Ferris Bueller’s Day Off, a 1986 movie well-known to this generation.

Younger consumers will recognize the “Stranger Things” actor. Nearly every Gen Xer will catch the reference and the cameo from one of the original actors.

When a company decides to tap into “Transformers,” “Teenage Mutant Ninja Turtles,” and “Robocop,” they’re targeting a specific audience.

These movies came out during formative years for Generation X and when used in ads, can create instant rapport between a Gen X consumer and the brand.

Conclusion

It’s true that each generational group behaves differently, has different motivations and views, and consumes media differently than the others.

Learn a little about how Generation X lives and what they love before writing your ad copy, then let your language and ad copy show that they are your focus. Often ignored, this “middle child” generation is likely to respond positively to being noticed and understood.

Learning more about these differences can help you target these groups with paid ads that are likely to resonate instead of blanket advertising that misses everyone.

Remember, you don’t have to master this yourself! Reach out for expert help with digital marketing so you can connect with valuable audiences in effective ways.

What could targeting Generation X with paid ads do for your business growth?