Do you want to increase sales from your Facebook ads? If so, I highly suggest using zip code targeting.
Facebook offers a lot of different ad targeting options. For most companies I feel that using zip code targeting along with one or more other ad targeting options can help achieve the best sales results.
Reach people in your top sales zones
Reach people who can afford your product/service
Qualify leads before they even get to a landing page/sales person
Real World Example:
I current manage Facebook ads for a luxury health and wellness resort that only has one location in Miami, Fl.
To attend the health and wellness resort you must commit to a minimum of a week-long stay, and the cost for a week is pretty high for most people.
Because the spa is first-class, people from all over the United States (and world) are willing to pay the price to stay at the resort. The majority of guests at the resort are people with a high net-worth. For example, executives from major companies and famous movie and tv stars are often found staying with my client.
When I began running Facebook ad campaigns for my client, I asked to speak with the sales team about the top zip codes that bookings come from. I use these zip codes along with my own list of “top wealthy zip codes” to target Facebook ads for this client.
This is one way in which I can try to qualify a lead before they even see the ad or speak with a sales person.
While not everyone who lives in a wealthy zip code (or a top sales zip code) will be interested in staying at the resort, it is a good place to start because at least they can (probably) afford it.
In addition to targeting with zip codes, I also target based on a user’s interest and past purchasing behavior (using Facebook’s Partner Categories).
So, for example I might begin by targeting people by zip code but then I further narrow down my audience by zeroing in on people interested in health and who have been known to spend money at spas (my client features a luxury spa on site).
You too can use zip code targeting to qualify clicks before a user even sees your ad. Simply look at your sales data and identify your top zip codes and then use these zip codes in your Facebook ad targeting.
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