Facebook’s Location Targeting Options:
Advertising based on location has been around for a while. Billboard messages featuring regional delicacies, television ads showing local landmarks and personalized direct mail are all different based on where you’re located. Much has changed since the days of flyers, billboards and blanket television commercials ruled the advertising world, but the idiom “location location location” still very much applies here. Facebook location targeting is robust as ever and we’re here to show you how to combine Facebook with website personalization.
With today’s advertising technology and website personalization software you can be in your customers location when they look at social media, search Google, watch YouTube, or engage with hundreds of other digital mediums. Combining the ability to target users in unique ways with copy or creative that resonates with that target market. Most marketers know the power of Facebook’s user data and the interest based targeting that’s at our disposal. This article focuses on both the importance of using the Facebook Advertising location tools to isolate specific target markets, but also what happens after the ad click! What many marketers skip is the personalization of the experience for users beyond the targeting and advertising. In this article, you will learn to execute a focused marketing campaign that gives the user a great experience that is personalized.
Use Facebook to Target Location:
Under Facebook’s many advertising tools is an extensive location targeting selection. And can be used on almost every advertising objective on Facebook
Facebook’s Location Advertising Options:
Countries: you can target users in specific countries to see your specific message.
States: of course, you can target states. Particularly useful for companies with
Provinces: Our neighbors to the North!
DMAs: DMA is a fancy way of saying region. Typically based on broadcast market, media region, or television market. If you’re purchasing media based on DMAs, it would be a good idea to match DMA messaging with the DMA messaging in your radio or TV spots.
Cities: (up to 250 / ad set): Any city around the world.
Congressional districts: Facebook now requires anyone running political advertisements to promise to advertise for good and not for evil. You can quickly see how predetermined congressional district mapping would be beneficial if you are advertising for political campaigns.
ZIP or postcodes (up to 2,500 / ad set): bulk upload zip-codes for hyper-targeted messaging.
World wide: Planet Earth!
Local Location Marketing Tip: For physical locations and driving foot traffic you can use “Business Locations” targeting to reach people in an area around your store when they are nearby. This can get as granular as a building or IP address.
Another powerful tool that’s incredibly useful for saving time is the bulk upload feature, allowing you to add many locations into an ad group quickly saving you precious time. An example use case for this would be building ad groups around zip codes in multiple states with a target market of only rural communities. Say you wanted to target agricultural areas. A little research will yield agrarian zip codes. Upload the zip codes in specific areas into separate ad groups to focus your targeting and learn what location converts highest.
A more complex type of targeting Facebook calls radius targeting or in some circles “Geo-Fencing.” There are a few caveats with this targeting type.
You can drop a pin on a dynamic digital map and target to users within a certain radius of the dropped pin. This is great for IP address targeting even though Facebook does not offer an exact IP target, you can get very close.
The minimum and maximum radius vary by location type, i.e., city, state, region. For cities, this means that if the city center falls within the radius, you are targeting the center and miles+ outside the target you choose. So if the user is not in the radius you choose from the center target, they will not fall in your targeting. If the user borders the target, they will not land in your targeting unless overlapped with your radius.
Pro Tip: If you know their locations, exclude all your competition’s offices from your ad campaigns, so they have a harder time analyzing your marketing strategy.
Within the location selection, there are some settings you may want to pay attention to depending on your campaign objective and target market. If you are looking to target people who are visiting a location vs. people who reside in the area, there are options to segment the target at your discretion.
Everyone in this location: This option allows you to target users who are physically in or recently have been within the selected area. For example a sporting event or conference.
People who live in this location: Just as its title describes. You are able to target residents with this option. This is an excellent option for local marketing or products specifically tailored to a region. If users live near great fishing, camping, and recreation area this may be an attractive target for outdoor consumer goods.
People recently in this location: Drilling down further than option No. 1 this targets Facebook’s last known location of the user with this option.
People traveling in this location: Determined by the device and connection information Facebook collects on users further from 125 miles from their home location. An example here could be a university targeting families with senior high schoolers touring competitor colleges for student recruitment.
Personalize the Website Experience Post-Click
You’ve done the market research and set up your interests and location targeting, you’ve slaved over graphics with the design team and put together compelling copy. Don’t stop there! Now it’s time to personalize your website based on location, interest and persona. Ip targeting and geotargeting Technology like GeoFli allows you to change content on your website based on IP targeting. You dictate what changes on your site based on state, region, zip-code or custom drawn geofence on a map. See the simple example below. Before website personalization and then after website personalization.
If you’re spending money advertising on Facebook we know that costs are only going up as the supply of advertising space is remains relatively the same. As big players like Pepsi, Coke, Procter & Gamble, and other gargantuan advertisers are spending more on digital channels, efficiency and advertising prowess must rise to meet the cost of rising demand in the market.
On Facebook, if users are clicking through to your site and leave without taking desired actions, you’re losing money. The ability to have one more arrow in your quiver to connect on an emotional level or relevant level is a no-brainer. People connect with where they are and especially where they live. GeoFli improves e-commerce conversion rates.
Using GeoFli to change the copy and creative to dynamically reach from the location of your user will increase relevancy and thus conversion rates.
If your consumer is coming in from Dallas and you’re selling a fashion line of clothing. Make your ads relevant to Dallas. Once they hit your landing page, continue the messaging with creative and copy relevant to Chicago. It’s that easy! Now you have a thoughtful and end to end experience for users coming to your site. This tactic is not just native to Facebook marketing. On most of the advertising platforms, you have the option of location targeting.
Pro Tip: If you don’t know your user’s location in situations like Google organic search, GeoFli’s technology ensures your location based experience remains true. Because it’s based on IP address targeting a user will always have your desired experience based on location.
Use Facebook’s powerful location-based targeting for extremely targeted segmentation and personalize your website or landing pages via location targeting with GeoFli to increase your advertising efficiency and conversion rates.
This article was written by guest poster Ryan Watson, User Acquisition Manager at OnX Maps, creator of Ridgeliner.
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