This topic contains 2 replies, has 2 voices, and was last updated by Rob Knott 11 months, 2 weeks ago.
Tony 1 year ago
facebook advertising to USA
Is it easy targeting USA online through facebook by simply paying more to broaden the search when i do my targeting or is it more complex than that?2 Replies
Kelly MainModerator11 months, 2 weeks ago
Facebook offers a lot of flexibility and options with geographic/location targeting, allowing you to easily target the US as a whole. It’s very common for businesses who sell products or services online to target entire countries they sell to. CPCs do vary based on your audience settings, including location, however, targeting the US alone won’t necessarily equate to higher costs and there are a lot of factors that play into your costs.
How you will set your location targeting will depend on whether you are building a new campaign or updating an existing one. See the steps below for each…
If you are just building a new campaign, then follow the new campaign creation prompts until you get to the Audiences step. There, you will input the US as your location. Start typing in the United States in the location search bar and you will see it auto-populate. Select it and save to continue to next steps.
Updating an existing campaign:
If you have an existing campaign that you want to update your location targeting for, go to Facebook Ads Manager, find and select the campaign you want to update. hover over the campaign name and below it the option to Edit will appear. Click Edit to open campaign settings, then scroll down to Audience settings. At the bottom of the Audience settings section, find and click the Edit button. From there you can update your location. Click Update at the bottom, and then Publish to save and activate your changes.
Hope this helps!
Rob Knott 11 months, 2 weeks ago
Kelly has given you some great advice about how to adjust your Facebook campaigns. I’d also like to add some advice around potentially tightening your targeting even further.
Remember, the US has 325.7m residents as of last year, which sounds great from a reach point of view, but unless your product is the Elixir of life, you probably need to be more specific with your targeting to get decent results.
Think about demographics, such as age, gender, interests, employers, etc. Really try to narrow down your audience by putting yourself in their shoes. Sometimes it’s better to have a niche audience of 500 people versus a wide net of 10,000.
Also, a few things to bear in mind:
1. Facebook will lower your ads reach if your promoted post seems to be trying to bait people. Here are some guidelines to bear in mind: https://www.facebook.com/help/publisher/259911614709806?helpref=search&sr=1&query=meaningful%20conversations
2. Keep an eye on your relevancy score in the Facebook ad centre. It’s a score from 1-10 with 10 being the highest. This will help you understand how relevant your ads are to the audience you are targeting.
3. Be careful with Facebook ads. If you promote an advert to your page’s audience and the advert gets lots of negative reactions, it can lower the potential reach of future posts. Also, people on your page may have already seen the post organically, so having it shoved in their faces again via an advert can be annoying – sometimes resulting in them hiding your future posts.
So instead, try promoting your advert to people that don’t currently like your Facebook page (this can be found below the audience targeting section). That way, you’re not risking your existing audience and reach, plus you also have the potential to build your audience as the new people may choose to like/follow your page.
I hope all this helps. Feel free to check out my guide to growing a Facebook page by the way:
SEO Manager at http://www.thomsonlocal.com
Senior Copywriter and SEO Specialist for The BBC, TSB Bank and British Gas.