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Targeting audiences by geography is a great way to reach people you want to reach.
I just saw a Facebook ad while I was at the Destinations International event in St. Louis:
If you are seeing this at DI, stop by booth xxx to see us to talk about xxx.
That’s a good strategy but of course also reaches everyone else that is currently on Facebook and in downtown St. Louis.
I’ve run geo targeted campaigns before and once for a speaking gig in southern Florida it was quite useful. I reached the people I wanted to reach.
As I was heading to Hong Kong in 2019 I wanted to see if the strategy could connect me with some additional marketers while I was there.
I posted the following to Facebook:
Sure, I could have added more about me, tell more of a story, use a picture, etc.
But let’s see how it would work.
I set my audience to Hong Kong, all genders, ages 21-59 and in marketing-related industries
I allocated a small budget and started it.
Of course, I can’t tell who is actually seeing the post until they like it.
Once they do, I can click over to their profile and see where they live.
There were 7 likes early on. I clicked over to see and saw 3 locations in Indonesia. That’s almost half out of the specific region already. Disappointing.
As a refresher, here’s how close Indonesia is to Hong Kong:
Summary: Indonesia isn’t close to Hong Kong at all.
At that point, I had spent 37 cents. Some will say I have to give it time, but this isn’t rocket science.
Geo targeting should target by the specified geography.
If Facebook can’t get it right for 37 cents why would I spend hundreds or thousands of dollars? I wouldn’t.
Maybe you have had better experiences? Tweet them to me at @ctrappe if you have had some.
For me it was disappointing. One takeaway for digital marketers: Find a way to test your campaign with a small amount of funds.
This is one way to do that. And if it’s not delivering, end the campaign and run and try a different one.