How Efficient is Geographical Targeting in Facebook or Instagram Paid Ads in Lebanon? To have a well defined audience in your paid advertising campaigns, Facebook requires a specific location to target instead of the entire country. If we take Lebanon as an example and if you you keep the target all over Lebanon, this is what Facebook will tell you.
If you choose Beirut, this below message will be shown to you.
Is a defined audience better than a broad one? Well this question can be answered only depending on your campaign specific goals. For example, if you have a physical shop in Beirut area and you’re looking to promote a delivery service in the area and you need to talk only to Beirut residents. Then yes you need to have a defined audience. On the other hand, let’s presume you’re looking to develop your brand awareness on social media in Lebanon (surely your budget will be higher). In this case, you will need to publish your campaign for the entire broad geographical market.
Note the number 2.4 millions potential reach. According to Facebook, this is just an estimate of the size of the audience that’s eligible to see your ad. It’s based on your targeting criteria, ad placements and how many people were shown ads on Facebook apps and services, in the past 30 days. And it’s without you choosing any specific gender or age group or any interest at all. This is the complete online population in Lebanon. Once you narrow your audience to specific interests, this figure will be lower.
Keep in mind if your target audience is too large, your click-through-rate will be low and your campaign will not succeed. But what if you audience is too narrow. Let’s look at the below example, targeting geographically cities or small areas in Lebanon. Keep in mind if your target audience is too large, your click-through-rate will be low. But your campaign might not succeed. What if you audience is too narrow. Let’s look at the below example, targeting geographically cities or small areas in Lebanon. In this example we will target Antelias area (From Jal El Dib South to Dbayeh North. Note here you need to drop a pin on the map in order to be able to choose a diameter of 1 mile only. If you choose city provided by the platform you will be able to narrow the diameter to 10 miles only).
The estimated potential reach 18,000 is very low. This will definitely raise your cost per unit (of result) and your overall budget. Note that this number is targeting only Instagram users. It will go up to 31,000 users if we add to it Facebook and Audience Network placements. Still 31K is very low and your cost will be very high. Compare it to a Google Display Ad campaign and get a better understanding of the results versus the cost specially if your target is to drive traffic for your website. If you want to raise engagement, it would make sense to enlarge your geographical target.
Read Also: Finding The Right Influencers For Your Brand