Today we want to talk about the nuances of the RK, with limited GEO and CA (target audience).
Perhaps the information will be useful for projects with a clear geo-referencing – beauty salons, gyms, cafes or tied to a narrow market sector.
Let’s consider on an example of our constant client from geo to all Latvia and on radius round of Riga of 100 km:
The company operates in Latvia. The office in the capital, the city of Riga with a population of up to 600 k. In cities remote from Riga for more than 50-80 km, the positions of local shops are very strong and it is difficult to get through to them.
Type of activity: sale of spare parts for industrial equipment (bearings, drive belts, chains, etc.).
The main target audience are specialists in the purchase of spare parts for the repair of their own equipment or repair companies. The nomenclature is very close to the automotive theme, but it is completely different audiences.
RK in a small area or city is connected with difficulties – the audience is small, it is difficult to expand, gathering an audience – does not always help. Therefore – you need to know the features of the promotion of such projects
Basic nuances
Before you start promoting – you need to see the total number of available audience. To do this – you need to go to the advertising office, and put the desired city:
An accessible audience in Google is only 500 000 for Latvia.
After you put the right gender and age to estimate the overall size of the target audience:
in our case, you can disable only under 18 and over 65 years of age. On the floor, there is no one to single out, since both women and men work on this job. At the same time on technical resources, women will be only for work, and men are almost everything.
At the same time in the negative phrases have indicated almost all the topics related to cars.
For the second variant, geolocation along the radius from the central warehouse was applied:
the audience in this case is 250 000 people.
In fact – it’s all available audience, with which you can work.
Expand your audience
Audiences, as you can see, are small. But they can be expanded in the following way:
Take a larger area when geolocation. You expand the audience, but the conversion may fall proportionally (it must be remembered that people prefer to contact sellers that are more accessible geographically).
Expansion of geography – cover not only the desired city, but also the nearest district and / or city. Suitable if your offers are much better than similar ones in these cities. In the case of Riga and Latvia as a whole – you can take a radius of 50-100 km, because for them this distance is more or less small:
while the audience may decrease, because when geolocation the audience is always less than with just setting up the city.
Expanding the audience-the regional center. Often point users instead of their small town, or village – the regional center. Thus – you can expand the audience with this method, provided that you can isolate the right audience.
Features of settings
Let’s move on to the most important – to the settings for projects with a narrow GEO.
What settings will help:
Basic setting for geography + sex / age. As you saw above – if the audience turns out to be small, then this setting will be enough, since you will cover the entire accessible audience.
Interest categories – if you do not have enough geography and semi-age settings, then you can use Interests categories (CI). In this case, you need to collect all more or less suitable categories of interests in order to “choose” a larger audience. At the same time, by setting up CI, we simultaneously reduce the audience, trying to weed out clients that are unnecessary for us.
What to do?
Since the audience you have is small – then you should cherish each, so it is extremely important to deal with the quality of ads, working with it several times: showing several ads at the same time, increasing the number of shows 1 to 2-3-5 and so on.
But the most important thing is that your advertisement should be written in the simplest possible way, and with a clear language and picture immediately showing the “product person”. Otherwise, you are trapping yourself.
What it would be desirable to recommend in the conclusion?
Projects with limited GEO – on the one hand are simpler, and on the other – extremely “insidious”.
The simplicity is to simplify the settings, the insidiousness is that you can do some of the work “for nothing”, and also that your hands are bound by the overall size of a small audience. Therefore – it is important to be able to expand the audience while filtering it, studying the project in detail before starting the work.
If you yourself are difficult or do not want to deal with the issue of setting up advertising, please contact us! We know how to create advertising that works and bring you customers. Save your time and money.
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