Change Where You Advertise
Following on from last week’s look at how to improve your Facebook adverts by adjusting your imagery, this week we are going to look at the next step of how to refine the location of your advert and just how specific you can make it.
Importance
First we need to understand the importance of refining the locations for your Facebook advert. When you are running a Facebook advert or ‘boost post’ for a trial lesson for example, it might be tempting to advertise it to the whole of the UK in hopes of getting loads of new students. But if you only have one location which your lessons run from and it’s based somewhere like London, the chances of someone in Nottingham attending after seeing the advert are extremely minimal.
It’s a good idea to have a think about the realistic distance people would be willing to travel when setting your location radius. Also think about how people may get to your classes, such as by bus or car. You can use the Map Tool in myMA to help give you an idea of where your students are and where there are gaps in areas you could advertise for new students. Taking all of this into consideration can help you adjust your advertising radius to ensure you get the most out of your budget. The smaller the radius, the lower the cost could be but the larger the radius, the more people will potentially see it. It’s about finding the right ballance for your advert, so be sure to keep an eye on it and adjust it if you need to!
The Location
Ok, so we understand why it’s important to consider being a little more specific with the location of your Facebook adverts, but just exactly how specific can and should you be?
Using our London example again, it’s a safe bet that when entering the location of an advert that most people will enter ‘London’. There is nothing wrong with this by any means, but you may find it limits you to a minimum radius of 17km (10.5 miles). Again, this is not a bad thing, as it covers a reasonable distance that the average person would be willing to travel. But ideally you want something more specific and less than 10 miles. So how do you do something like that?
Pinpoint The Target
There will be some adverts you will want to target quite a small area with and you might be struggling to find the option to go below 17km on Facebook. The trick to working around this “so called” limitation is to be more specific with the location.
If you set the location of your advert to the name of a street in the area you wish to advertise, rather than the name of the town or city, you will find that you are now able to reduce the location down to 1km. This means your advert can be much more specific to the location you are trying to target.
When To Use The ‘Where’
Being this specific with the location of your adverts is something you will need to think about, as being this specific with all your adverts might not always be suitable.
For example, if you happen to have a stall at a large event which draws visitors in from all over the country. You should consider running any adverts for this, over a larger area to try and gain as much awareness as possible.
In contrast, if you happen to be running a new afterschool class and want to make parents aware of this. You could use the road which the school is on and set the radius to something between 1 to 10 kilometers. This helps increase the chance that parents will see it (possibly while browsing Facebook near the school on their phone) and get their child to come along to try it out.
As usual, if you need any help or additional advice with Facebook adverts, the marketing team at NEST is always happy to help you out. You can either give us a call on 0115 945 5030 or send us an email marketing@nestmanagement.co.uk
