Facebook Targeting: Location

Over the next few weeks, we’re going to be talking about all the nitty-gritty details of Facebook targeting.

As we’ve discussed before, one of the best things about Facebook advertising is the ability to target  specific groups of user (see here and here for more on targeting).

No other methods of online advertising give you the ability to target as precisely as Facebook. And this means far more directed advertising, tailored to exactly the kind of customer you’re looking for.

Today we’re going to jump right in by talking about targeting by location.

Location Targeting 101

Let’s get the basics out of the way. Facebook allows you to target by:

  • Country
  • State/province
  • City
  • Zip Code (but only in the US)

Targeting by zip code missing for Canada, Australia, etc. (above)

Targeting by zip code (US)


Radius Targeting 

A useful option if you’re targeting by city is radius targeting.

Radius targeting allows you to advertise to users within 10, 25 or 50 miles of the city you’re targeting.

Let’s say you own a business in Seattle, WA, but want to target users in surrounding areas as well.

Of course, you can select as many neighboring cities as you want in your targeting options. But radius targeting will allow you to advertise to those nearby, even if you don’t know the names of the towns (or don’t want to bother typing them all in).

How Does Timeline Effect Location Targeting?

This is going to be something interesting to watch.

With the new timeline, users now have the option of tagging  new and previously uploaded pictures with locations.

This means if you live in one town, but commute to another, Facebook will know about it. Or maybe you travel a lot – Facebook will know about this too.

Another feature of the new timeline layout are maps.

If you go to your timeline, you should see a little number in a box on the right hand side of the screen (to the left of the ads). Click on it, and then you should be able to click on the ‘maps’ box.

Maps allow you to add photos to your timeline to show where you’ve lived, where you’ve been, where life events happened, etc.

Currently there is no way for advertisers to directly use this information, but it’s only a matter of time until we see targeting options like, ‘Target those attending school in…’, or ‘Target those who work in…’.

I’m interested in how you use location targeting in your campaigns? Any creative uses or case studies you’d like to share?

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Related posts:

  1. Facebook Targeting By Zip Code
  2. Facebook Targeting by Age & Gender
  3. Facebook PPC Ads: Targeting for Profits
  4. Facebook Ads: Targeting at Its Best

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