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Kia ora (Hello). 

We are based in the Northland region of Aotearoa (New Zealand). We have a population of about 194,007.

I actually have a few questions please:

  • Given our population size, should we use detailed targeting? Meta recommends only using for populations of more than 2 million 😅
  • Is there a risk of running multiple ads at the same time, targeted at the Northland region?
  • Is it best for us to try customise our target audiences based on our website traffic?

Thank you.

 

Your best bet is to use Meta’s A/B testing to find what works best for your niche/message and your goal.

 

We target a similar audience size and I’ll often A/B test where version A is just the geographic location targetting and B is Geo + Detailed targetting.

 

Version A in this example will most likely have lower CPM

Version B in this example we will most likely see higher rate of conversions.

 

For multiple ads

  • Be sure to have rules in place to prevent audience fragmenting
  • Again, instead of running multiple seperate Ad campaigns, use  A/B testing to try the different ads, find out which one performs best and then allocate budget accordingly.

If your website traffic volume is large enough, custom audiences can be a great way to retarget or to produce look a like audiences.

Thanks for that Kevin!

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