If you are advertising your local business you need to know about the mistake 8/10 business owners do.
This small little thing could quite literally be castrating your ads.
And that’s business owners being too ‘picky’ with their customer base.
Or targeting. Whichever floats your boat.
Now, If you’ve read my other blog posts you know that I said many, many times that you want to keep your targeting as narrow as you can.
You want to “zero in on your dream buyer”, to quote myself.
And In this article I’m not going to contradict myself, because that’s absolutely what you want to do.
But there’s a caveat:
The 2 Reasons Why Being Too ‘Picky’ Is Cancerous To Local Advertising
These 2 reasons stem from one main variable:
Your audience size.
Now, here’s the thing:
If your audience size is too small… 2 things are going to happen: 1) Meta’s algorithm won’t be able to optimize properly and will be confused on who is more likely to buy your service.
2) The same people will see your ads too many times and will get bored/annoyed.
(Also called ad fatigue)
“Soooooo... How do I know when my audience is too small Tony?”
The “Golden” Audience Size For Local Businesses
In an ideal world you would like your audience size to be of at least 250.000 people.
And if you’re asking, even though it’s VERY unlikely for a local business, I wouldn’t worry about the audience being too big. Because even if you somehow manage to have too big of an audience, that would be a good problem to have. Why? Well, you can always add more targeting options and narrow it down.
But what do you do if your audience is too small?
Which targeting options do you keep and which do you throw away?
The Targeting Options You Absolutely Need To Keep
To make it simple I’m gonna list them in order of importance:
1) Location (You only want to target people that will realistically drive to you)
E.g. People from Birmingham aren’t going to drive to London for an interior designer, they’re just going to find one in their city.
2) Age & Gender (If needed for your type of business)
3) Detailed targeting (Demographics, interests and behaviors)
Now that you have this list, start to remove targeting options, in order of importance, until your audience size is of at least 250.000 people.
But what do you do if you’re operating in a niche/industry that absolutely requires more targeting and you get “ad fatigue”?
Well, you need to check out this article I wrote exactly about that by clicking here.
Talk soon,
Tony
P.S. Want to know how I would approach targeting specifically for your business?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too.
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