Small business Facebook advert targeting example & explanation
Updated: Mar 25, 2021
If you’re running Facebook adverts for your business this post might be of use to you.
The below sponsored post is unfortunately an example of a poorly targeted Facebook advert by a small business.
Why is this a poorly targeted Facebook advert?
Unfortunately for the barber shop below their advert has popped up on my timeline the past two evenings. Yes, I am a male who regularly goes to the barbers. So, you would assume this is a well targeted advert! But no, it’s not as the barbers in question is in Shrewsbury England. As much as I enjoy going to the barbers, I will not be hopping on a plane anytime soon to head to Shrewsbury for a sick fade.
What if the prizes they are offering apply to the whole of the UK?
The short answer to this is “No, they don’t!”. The prizes on offer are all vouchers for the barbers or other local Shrewsbury businesses. So, for someone like myself in Belfast seeing this advert it is wasted ad spend.
Who should they have targeted with this Facebook advert?
As they are a local business offering prizes that will only appeal to people from Shrewsbury and the surrounding areas. They probably should be targeting a male specific audience with an age profile of 18-50 in a 20-mile radius of Shrewsbury.
Why should they be targeting this audience?
In reality barbers, hairdressers, beauticians etc... are not a type of business customers will travel large distances for. They’re a local service that mainly only very local people will use, for example people living within a 15-20 mile radius. You would imagine this gender and age demographic of males 18-50 would make up roughly 75% of their customers.
When creating any advertisement whether it’s on Facebook or not you should always understand your target audience first, once you know your audience then you can create an advert that appeals to them specifically.
I hope this post helps someone and if you have anymore questions feel free to get in touch.