Facebook has over the last month or so released a welcomed update to its ads platform that will allow you to target users based on a specific location accurate to 1 mile or kilometer.
This is a life saver for Facebook as local businesses in the UK have not been able to get the best performance out of the tool as you could not pick a location. Previously you had to search for a location that already existed and if your location didn’t show up then you would have to target people using a nearby location. This would mean people out of your area would often start engaging with your ads.
What’s changed with Facebook’s location targeting?
Now when you set up the audience you can “Drop Pin” to the exact target location and define if the location is to be included or excluded. Finally we can target the correct people or exclude anyone who is not wanted.
We have also been given the option on how we would like to reach the select users.
Example given by Facebook for each option are below:
Everyone in this location (default): People who live in the selected location as stated under “current city” on their Facebook profile as well as people who have that location as their most recent, based on information from their mobile device.
People who live in this location: People who live in the selected location as stated under “current city” on their Facebook profile. This is also validated by IP address and aggregate information about their friends’ stated profile locations.
People recently in this location: People whose most recent location is within the selected area, as determined by information from their mobile device. This includes people who live there or who may be traveling there.
People traveling in this location: People whose most recent location is within the selected area, as determined by information from their mobile device, and whose homes are more than 100 miles from their stated current city on the people who have enabled location services on that device.
Does Facebook’s new ad targeting by location work?
On running live campaigns we are finding that the results are better but still get a little leaking of location noise. We ran a campaign and asked the users to supply location details on sign up and about 2% of the user where about ½ mile out of what we have pinned on Facebook. Still this is a great result to see and I’m looking forward to now getting better and better campaign results.
Twitter for us has always achieved better campaign results due to the targeting by location. What have to seen that has made a difference to your campaign and which one do you prefure to use? Twitter or Facebook? Let us know how you’re getting on with running ad campaigns.
I’m a very practical person who has to have everything in place before I am happy to hand anything over to a client. I have been working in the Technical & Operation sectors since 2006 and have loved every moment. On a personal level, I love to do anything involving computers and home entertainment, playing the drums and last of all, being a husband and a dad.