Don’t Let Big Ad Platforms Boss You Around
Take Charge of Your Budget
Hello there, Gamal here,
Ever feel like Google or Meta is whispering, “Go big or go home,” when it comes to your ad targeting? Well, they’re not always wrong, but they aren’t living in your warehouse or dealing with your returns, either. That’s why I want to share a straightforward (but often overlooked) strategy that can give your conversion rates the jolt they need: hyper-targeting.
The Problem with Blanket Targeting
When you launch your ads across an entire country or multiple countries, you’re essentially betting on algorithms to find that mythical sweet spot of high-value customers. But algorithms don’t see the bigger picture of your business. They don’t factor in where your cancellations spike, or where your delivery runs into a two-week traffic jam. They only know how to spend your budget as long as you keep feeding it.
In my experience, that can lead to wasted spend in areas that aren’t ever going to convert profitably. And to make matters worse, it can drive your average CVR into the ground.
Why Hyper-Targeting Works
Pinpointed Spend
By zeroing in on cities, or even neighborhoods, where you have reliable fulfillment rates and faster delivery, your ads reach the people who are more inclined to buy. Think of it like navigating traffic: Would you rather take a busy highway at rush hour or a clear side street that leads straight to your destination?You Own the Data
Google and Meta might push broad targeting for “better learning.” That’s because they only see top-level metrics and want the largest possible pool of clicks. But you have deeper insights, like which regions constantly return or cancel your products. Use that knowledge to your advantage.Cleaner Results
Cutting out weak areas reveals where your budget really shines. Eliminating the fluff can make all your reporting metrics, especially CVR, look a whole lot healthier.
Four Steps to Hyper-Target
Talk to Operations
Request a list of top-performing cities or areas. Focus on places where orders are delivered quickly and reliably (fewer headaches, more happy customers).Check Your Location Data
Run a location report in your ad account. Identify where your budget is evaporating with minimal conversions. You might be surprised to learn how much spend is going to areas that yield little return.Overlay & Exclude
Merge the two sets of data: operational sweet spots versus ad spend wastelands. Keep the winners, cut the losers. Sometimes, it’s just that simple.Test & Measure
Implement these hyper-targeted campaigns for at least a month. Monitor how your CVR and cost metrics evolve. If the results look good, apply the same principle to your other marketing channels.
Final Word
Don’t let the big ad platforms dictate every move you make. Broad campaigns definitely have their moments, but when it comes to truly optimizing for conversions, a scalpel often outperforms a sledgehammer. By channeling your budget into the regions that really matter, you become the architect of your own success, and that’s way more satisfying than padding someone else’s clicks.
Keep it simple, keep it smart, and watch your results soar.
Until next time,
Gamal