Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your Facebook ads targeting strategy. It's a tricky one, trying to figure out whether to go city-specific or state-wide. There's definitely not a 'one size fits all' answer, it really depends on your specific situation and what you're trying to achieve. Let's start with some of the basics.
We'll need to look at your product first...
First off, think about your product and who's likely to buy it. If you're selling something that's only relevant to certain areas, you'll want to narrow your focus. I remember working with a client who was selling luxury products. If you are in an area such as luxury items, you'll want to invest in premium, high-quality creatives that catch people's eye.
We advised him to focus on coastal towns and cities and saw a significant improvement in the effectiveness of his ads. So, think about where your ideal customers are located and whether there are any geographical factors that might influence their purchasing decisions.
I'd say you look at your budget...
Secondly, consider your budget. If you're working with a limited budget, it might be more effective to focus on a single city. By concentrating your resources, you can increase the frequency with which your ads are shown to your target audience, leading to better engagement and conversion rates. If you spread your budget too thin across an entire state, your ads might get lost in the noise, and you won't see the results you're hoping for. It's all about getting the most bang for your buck.
I recall another client of ours who had a very tight budget when they first started out. Instead of trying to target the entire country, we suggested they focus on a single city with a high concentration of their target audience. This allowed them to get better results from a smaller budget. For example, we helped a software company get 4,622 Registrations at $2.38 Cost Per Registration.
You probably should analyse your target audience...
Next, you'll want to really analyse your target audience and the data you already have on them. Are there particular demographics or interests that are more prevalent in certain cities or regions? If so, you can use this information to refine your targeting and improve the effectiveness of your ads. Facebook's targeting options are pretty powerful, so take some time to explore them and see how you can use them to reach the right people.
I had a client who thought they knew their customer really well, until we looked at their Facebook audience insights. Turns out, their best customers all lived in specific neighbourhoods within certain cities. Tailoring our Facebook ads to this particular niche saw a huge boost in conversions, and actually reduced our ad spend overall, because we were wasting less of it on people who weren't likely to buy.
You'll need to consider testing...
Another important thing to keep in mind is the power of testing. Don't be afraid to experiment with different targeting options to see what works best for your business. You could try running separate campaigns targeting a single city and an entire state, and then compare the results to see which approach delivers better engagement and conversion rates. Make sure you allow enough time for your test campaigns to run. You really need to test multiple creative options and target audiences to see what works best.
I remember one campaign we launched to get app signups for a software company. We achieved 45k+ signups at under £2 cost per signup by split testing between different audiences on Meta, TikTok, Apple and Google.
I'd say you implement retargeting...
Retargeting is something else you really should think about here. It's such an important strategy. You can then show ads to people who've previously interacted with your website or ads. This can be a great way to boost conversions and drive sales. When you retarget ads, you can remind your customers that they viewed a product or were about to complete a purchase - and encourage them to come back and complete their orders.
I remember working with an eCommerce client in the women's apparel sector. Our retargeting campaign for them saw a 691% return on ad spend, by reminding people about the products they'd already viewed but hadn't yet purchased. I'd recommend doing something similar to boost your own sales.
I'd say you focus on high-quality creatives...
You'll want to think about the ad copy and visuals you're using. A highly engaging advert will be more likely to grab people's attention and encourage them to click through to your website.
If you're in a product sector where visuals are particularly important, such as jewellery, then you may want to experiment with video ads to show your product being used, and demonstrate it's high-quality craftsmanship. Similarly, if you are in an area such as luxury items, you'll want to invest in premium, high-quality creatives that catch people's eye. I remember one campaign we launched for a luxury brand, we generated 10 million views simply because of the strength and aesthetic qualities of our campaign.
I'd say you test multiple platforms...
One thing to consider is that there's more than one ad platform to choose from. If one isn't working, it may be time to move onto another one. The key is to target the platform where your ideal customer is most likely to be browsing.
I remember helping an environmental controls business reduce their cost per lead by 84%, by testing different platforms and adopting the one that worked best. Don't be afraid to experiment and move to a new platform if the current one doesn't offer good return on ad spend.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Product relevance | Consider whether your product is only relevant to specific areas. Focus your ad spend on these, to maximise return on investment. |
| Budget management | If you're on a small budget, then target a small geographical area. Don't spread your spend too thin, or your ads will be lost in the noise. |
| Audience analysis | Who is your ideal customer? Where do they live? Tailor your ad campaigns to your ideal customer, based on location, demographics and other insights. |
| Ad testing | What works? What doesn't? Run separate campaigns targeting a single city and an entire state, and compare the results. |
| Retargeting | Don't forget about users who've already interacted with your website or ads. Set up a retargeting campaign to encourage them to come back and purchase. |
| High-quality creatives | Grab people's attention with visually engaging adverts that make them want to click. |
| Multiple platforms | Facebook not working for you? Test multiple platforms, and focus on the one that offers the best return on investment. |
It's a lot to take in, and it can be confusing to know where to begin. That's where we come in. We can run a thorough analysis of your business and your target demographic, and help you craft the perfect ad campaign that meets your goals. We can work with businesses of all sizes, to help them maximise return on investment. I hope you'll consider us in your search.
We offer a free initial consultation, where we can give you some advice on your account.
Regards,
Team @ Lukas Holschuh
