How to set up advertising by location to Facebook and Instagram
His Work / / December 26, 2019
Vladimir Cherkasov
Founder targeted advertising agency WowTarget.
One of the first points when submitting advertising (in the ad group) - to select the location where, in fact, ads will appear. It can be countries, cities and one point. The main problem of advertisers is that they do not understand what will work best. We will try to solve this.
Setting up in the country of residence
The easiest way - is to ask yourself the question, where, in fact, home to your target audience. For example, if you have an online store and you can send products to all the Russian-speaking countries, then select them.
But in fact it is the least effective method. After all, if we analyze a little deeper, it becomes clear that in some country the sale are getting better, and in the other - worse. In any case, the purchasing power can not be absolutely identical.
Therefore, it is desirable to divide the country into different groups of advertising, to see where the frequency of conversions and purchases most optimal.
Setting the cities with a population of a certain
Then we focus on a single country, but the question number two: is selling equally high in metropolitan areas and in small towns? The answer is obviously "no".
For example, we believe that our products are best sold in cities with a population of 100 000 to 250 000 people. But the problem is that in Russia one of these cities are many and include them one by one - a very, very long process.
And here comes to the aid the opportunity to choose the city automatically. First we enter we are interested in the country, choose the down arrow to the right and click "Include only the city."
After we choose the urban population, which want to see the display.
Advertising algorithm chosen for us 77 cities with a population of 100 000 to 250 000 people. In fact, according to the census, such cities in Russia anymore, but this tool quickly select a relatively new, and the accuracy of adjustment will certainly grow with its development.
Setting geotochkam
Small business owners, especially offline, can very convincingly state that it is not profitable to advertise in the city and even more so in the country. Why the owner of a small coffeehouse advertised throughout Moscow or Kiev, if the competitive advantage - location in a residential or business area. Be objective, over a cup of coffee no one will go through the city.
For you, dear owners of small businesses, there is a possibility of advertising on the radius. What does it mean? You'll reach people who are in a certain radius from geotochki you bet. To do this, enter the city you are interested, zoom the map to the area that you are interested in filing for advertising, and select the tool "Mark pin".
After you need to set the desired range. Minimum - 1 km, the maximum - 16 km.
If you have several outlets, then create ads for each of them is not necessary. You can select any number of pins that you need.
Ad will be not only the people who are currently in the radius and sit in social networks, but also those who have been there for the last 24-48 hours. This will allow to do the promo of their business to a wider target audience.
For an online business is, incidentally, also works well: for example, you can advertise online store bed linen at sleeping areas, not the entire city.
What I like targeted advertising on Facebook and Instagram, and what she does not like to many - is the lack of definitive answers. It is impossible to say which city or in a radius of you will be a better buy.
If you already have a customer base for online cities and countries, then you understand which direction to go. If not, then tested. When my agency works with online shopping, often the initial hypothesis of the customer in the style of "our client - a people with higher education and income of more than a thousand dollars, living in megacities "are false. And best of all buy people from small towns, where the competition is much lower, and demand for the product is high.
Therefore, try different options. In just a few weeks, you accurately find the habitat of its target audience, and on advertising setting will not take a lot of time and begin to bring a good income.
Thank you for reading this article until the end. I hope it was helpful for you.
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