Location Targeting Tactics in Facebook Ad Accounts

  • 8 mins read
  • By Darian Cordes
  • April 10, 2024

Location Targeting allows businesses to connect with specific audiences based on their location. For Facebook ad accounts, location targeting unlocks the ability to laser-focus ad campaigns and drive better results.

With over 2.9 billion monthly active users, Facebook offers unparalleled targeting capabilities.

What is Location Targeting in Facebook Ad Accounts

Location targeting in Facebook Ad accounts refers to the ability to target or exclude specific geographic locations when running ad campaigns on Facebook. This feature allows advertisers to precisely define the locations where they want their ads to be shown, ensuring that their ad spend is optimized and their messaging is delivered to the most relevant audience.

With location targeting on Facebook, advertisers can choose to target locations based on the following parameters:

  1. Countries: Advertisers can target or exclude entire countries.
  2. States/Regions: Within a country, advertisers can target or exclude specific states, provinces, or regions.
  3. Cities: Advertisers can narrow their targeting down to specific cities or metropolitan areas.
  4. Zip/Postal Codes: For even more granular targeting, advertisers can target or exclude specific zip or postal codes.
  5. Radius Targeting: Advertisers can define a radius around a specific location (e.g., 10 miles around a store) to target people within that area.
  6. Address Targeting: Advertisers can upload a list of addresses or locations to target people living or traveling near those addresses.

Location targeting is particularly useful for local businesses, franchises, or advertisers with specific geographic areas of operation. It helps them reach potential customers in their desired service areas while avoiding wasted ad spend on irrelevant locations.

Additionally, location targeting can be combined with other targeting options, such as demographics, interests, behaviors, and custom audiences, to further refine the target audience and improve ad relevance.

Overall, location targeting in Facebook Ad accounts is a powerful tool that enables advertisers to maximize their ad spend and reach the right audience based on their geographic preferences and business objectives.

Why Location Targeting Matters for Facebook Account

For ad managing Facebook campaigns, location targeting is a powerful tool for several reasons:

Reach Relevant Audiences

location targeting ensures ads are only shown to people within a defined geographic area. This prevents waste and allows higher relevancy. For example, you can target people within 5 miles of a client's store location.

Drive Foot Traffic

By location targeting nearby audiences, you can increase in-store traffic for local businesses. location targeting makes it easy to promote events, sales and more to nearby Facebook users.

Localize Messaging

With location targeting, messaging can be customized for different regions. you can tailor language, offers and creative for each location.

Track Location-Based Conversions

Understanding performance by region is crucial for optimizing campaigns. Detailed location reporting provides insight into what's resonating in each geo-targeted area.

Key Location Targeting Options for Facebook Ad Account

Facebook provides several options for targeting ads by location. Here are some of the most useful for Ad accounts:

Cities, States and Countries

Targeting by city allows maximizing exposure in a concentrated urban area. Targeting states or regions is better for broader outreach. And country-level targeting is best for national businesses.

Geographic Radius

Radius allow targeting within a certain distance from a location. Useful for boosting foot traffic to stores. 1 mile, 5 miles, 10 miles and 20 miles are common Radius.

ZIP Codes

For hyperlocal outreach, ZIP code targeting allows engaging audiences in specific neighborhoods or parts of cities.

Locations of Interest

Targeting by landmarks or points of interest (like airports, stadiums, etc) targets people near those locations.

Advanced Location Options

Options like home locations, recently traveled, expanded radii and more allow further location-based customization.

Location Targeting Best Practices for Facebook Ad Accounts

To leverage location targeting effectively, you should follow some best practices:

Start Broad, Then Narrow Down

Test larger locations first, analyze performance, then add more precise targeting to optimize. Start with cities, then narrow down to ZIP codes.

Use Radii for Local Events or Businesses

For localized physical events or store/restaurant promotions, use small radii under 10 miles for best results.

Consider Language and Culture

Don't just target by geography. Consider language preferences and cultural nuances for each region.

Check Locations for Relevance

Don't assume people in a location are interested. Analyze audience size and competition there to determine if it's worth targeting.

Create Location-Based Ad Sets

Use different ad sets for each location for better organization and reporting. Compare performance by region.

Only Target Locales Where You Can Deliver

If you can't serve a location, don't target it. Be sure you or your client can support the areas targeted.

Test Extensively

Continuously test new locations, interests, and demographic factors within each geo-targeted area for improvements.

Optimizing Ad Accounts for Location Targeting

To maximize results from geo-targeting, you can optimize their Facebook ad accounts:

Use Accurate Business Information

Enter the client's accurate business name, address and contact info so ads appear for the right business.

Define Serviceable Areas

Clarify which geographic areas the business serves in the Page settings for better delivery.

Utilize Location Exclusions

Use location exclusions to suppress ads in areas that are irrelevant or unprofitable.

Analyze Location Bid Adjustments

Adjust campaign or ad set bid amounts based on performance in each location.

Custom Audiences from Website Traffic

Create custom audiences of site visitors from each geo-targeted area for precision remarketing.

Funnel Location-Based Leads into CRM

Track leads by source location and sync them with CRMs to monitor ROI by area.

Make Business Info Consistent

Ensure NAP (name, address, phone) details are consistent across Google My Business, Facebook and other listings.

The Future of Local Targeting for Facebook Ads

Location-based targeting will only grow in importance for ad going forward. Emerging local targeting capabilities include:

  • More advanced hyperlocal options within cities
  • New proximity targeting features for businesses
  • Location lookalike audiences for custom targeting
  • Enhanced foot traffic analysis and offline conversion data

As local targeting improves, that take advantage of these options will have an edge on maximizing campaign performance. The ability to precisely engage nearby audiences on Facebook provides unlimited potential to drive in-store traffic, increase local awareness, and improve ROI.

Common Challenges with Location Targeting

While location targeting provides many benefits, you may encounter some common challenges:

Low Reach in Some Areas

Targeting small towns or rural areas can result in very low audience sizes. Expanding the radius or increasing budget may be needed.

Increased Costs

Targeting by location tends to increase costs, as competition for local audiences rises. Managing bids and budgets is crucial.

Difficulty Tracking Conversions

While clicks are easy to track by source location, offline conversions are harder to attribute back to geo-targeted ads.

Complex Account Structure

Managing many location-based ad sets can make optimization difficult. Consolidate similar locations where possible.

Legal Restrictions

Some highly regulated industries have legal limitations around targeting by location that you must adhere to.

Diminishing Returns

More advanced targeting options often provide diminishing returns, with higher CPMs but not always better conversion value.

Tips for Overcoming Location Targeting Challenges

To overcome common obstacles with local targeting, you can:

  • Start with larger city-level targeting, then optimize. Don't overcomplicate campaigns initially.
  • Leverage detailed Facebook analytics to determine high-value locations worth the increased targeting costs.
  • Use UTMs for each ad set to track offline conversions back to geo-targeted online sources.
  • Consolidate reporting with automated dashboards rather than individual account analysis.
  • Clearly communicate legal limitations to clients and avoid restricted targeting options.
  • Set ROI expectations appropriately and determine a profitable cost per conversion point for each geo-targeted location.
  • Continuously optimize by device, ad creative, audience factors, and bid strategies within each targeted area.

Conclusion

When leveraged properly, location targeting unlocks huge potential value for Facebook campaigns managed by you. Laser-focused targeting drives higher ROI on ad spend and connects businesses with their ideal local audiences.

While mastering location-based tactics has challenges, the ability to zoom in on specific geographic areas gives you a powerful advantage in dominating local markets on Facebook.

Darian Cordes
CEO of Ecomparkour
As an eCommerce Solutions Provider and Facebook Ad compliance expert, I’m driving success at Ecom Parkour by ensuring that advertising efforts are both impactful and compliant.
Table Of Content
By Darian Cordes
8 mins read

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Location Targeting Tactics in Facebook Ad Accounts

  • April 10, 2024

Location Targeting allows businesses to connect with specific audiences based on their location. For Facebook ad accounts, location targeting unlocks the ability to laser-focus ad campaigns and drive better results.

With over 2.9 billion monthly active users, Facebook offers unparalleled targeting capabilities.

What is Location Targeting in Facebook Ad Accounts

Location targeting in Facebook Ad accounts refers to the ability to target or exclude specific geographic locations when running ad campaigns on Facebook. This feature allows advertisers to precisely define the locations where they want their ads to be shown, ensuring that their ad spend is optimized and their messaging is delivered to the most relevant audience.

With location targeting on Facebook, advertisers can choose to target locations based on the following parameters:

  1. Countries: Advertisers can target or exclude entire countries.
  2. States/Regions: Within a country, advertisers can target or exclude specific states, provinces, or regions.
  3. Cities: Advertisers can narrow their targeting down to specific cities or metropolitan areas.
  4. Zip/Postal Codes: For even more granular targeting, advertisers can target or exclude specific zip or postal codes.
  5. Radius Targeting: Advertisers can define a radius around a specific location (e.g., 10 miles around a store) to target people within that area.
  6. Address Targeting: Advertisers can upload a list of addresses or locations to target people living or traveling near those addresses.

Location targeting is particularly useful for local businesses, franchises, or advertisers with specific geographic areas of operation. It helps them reach potential customers in their desired service areas while avoiding wasted ad spend on irrelevant locations.

Additionally, location targeting can be combined with other targeting options, such as demographics, interests, behaviors, and custom audiences, to further refine the target audience and improve ad relevance.

Overall, location targeting in Facebook Ad accounts is a powerful tool that enables advertisers to maximize their ad spend and reach the right audience based on their geographic preferences and business objectives.

Why Location Targeting Matters for Facebook Account

For ad managing Facebook campaigns, location targeting is a powerful tool for several reasons:

Reach Relevant Audiences

location targeting ensures ads are only shown to people within a defined geographic area. This prevents waste and allows higher relevancy. For example, you can target people within 5 miles of a client's store location.

Drive Foot Traffic

By location targeting nearby audiences, you can increase in-store traffic for local businesses. location targeting makes it easy to promote events, sales and more to nearby Facebook users.

Localize Messaging

With location targeting, messaging can be customized for different regions. you can tailor language, offers and creative for each location.

Track Location-Based Conversions

Understanding performance by region is crucial for optimizing campaigns. Detailed location reporting provides insight into what's resonating in each geo-targeted area.

Key Location Targeting Options for Facebook Ad Account

Facebook provides several options for targeting ads by location. Here are some of the most useful for Ad accounts:

Cities, States and Countries

Targeting by city allows maximizing exposure in a concentrated urban area. Targeting states or regions is better for broader outreach. And country-level targeting is best for national businesses.

Geographic Radius

Radius allow targeting within a certain distance from a location. Useful for boosting foot traffic to stores. 1 mile, 5 miles, 10 miles and 20 miles are common Radius.

ZIP Codes

For hyperlocal outreach, ZIP code targeting allows engaging audiences in specific neighborhoods or parts of cities.

Locations of Interest

Targeting by landmarks or points of interest (like airports, stadiums, etc) targets people near those locations.

Advanced Location Options

Options like home locations, recently traveled, expanded radii and more allow further location-based customization.

Location Targeting Best Practices for Facebook Ad Accounts

To leverage location targeting effectively, you should follow some best practices:

Start Broad, Then Narrow Down

Test larger locations first, analyze performance, then add more precise targeting to optimize. Start with cities, then narrow down to ZIP codes.

Use Radii for Local Events or Businesses

For localized physical events or store/restaurant promotions, use small radii under 10 miles for best results.

Consider Language and Culture

Don't just target by geography. Consider language preferences and cultural nuances for each region.

Check Locations for Relevance

Don't assume people in a location are interested. Analyze audience size and competition there to determine if it's worth targeting.

Create Location-Based Ad Sets

Use different ad sets for each location for better organization and reporting. Compare performance by region.

Only Target Locales Where You Can Deliver

If you can't serve a location, don't target it. Be sure you or your client can support the areas targeted.

Test Extensively

Continuously test new locations, interests, and demographic factors within each geo-targeted area for improvements.

Optimizing Ad Accounts for Location Targeting

To maximize results from geo-targeting, you can optimize their Facebook ad accounts:

Use Accurate Business Information

Enter the client's accurate business name, address and contact info so ads appear for the right business.

Define Serviceable Areas

Clarify which geographic areas the business serves in the Page settings for better delivery.

Utilize Location Exclusions

Use location exclusions to suppress ads in areas that are irrelevant or unprofitable.

Analyze Location Bid Adjustments

Adjust campaign or ad set bid amounts based on performance in each location.

Custom Audiences from Website Traffic

Create custom audiences of site visitors from each geo-targeted area for precision remarketing.

Funnel Location-Based Leads into CRM

Track leads by source location and sync them with CRMs to monitor ROI by area.

Make Business Info Consistent

Ensure NAP (name, address, phone) details are consistent across Google My Business, Facebook and other listings.

The Future of Local Targeting for Facebook Ads

Location-based targeting will only grow in importance for ad going forward. Emerging local targeting capabilities include:

  • More advanced hyperlocal options within cities
  • New proximity targeting features for businesses
  • Location lookalike audiences for custom targeting
  • Enhanced foot traffic analysis and offline conversion data

As local targeting improves, that take advantage of these options will have an edge on maximizing campaign performance. The ability to precisely engage nearby audiences on Facebook provides unlimited potential to drive in-store traffic, increase local awareness, and improve ROI.

Common Challenges with Location Targeting

While location targeting provides many benefits, you may encounter some common challenges:

Low Reach in Some Areas

Targeting small towns or rural areas can result in very low audience sizes. Expanding the radius or increasing budget may be needed.

Increased Costs

Targeting by location tends to increase costs, as competition for local audiences rises. Managing bids and budgets is crucial.

Difficulty Tracking Conversions

While clicks are easy to track by source location, offline conversions are harder to attribute back to geo-targeted ads.

Complex Account Structure

Managing many location-based ad sets can make optimization difficult. Consolidate similar locations where possible.

Legal Restrictions

Some highly regulated industries have legal limitations around targeting by location that you must adhere to.

Diminishing Returns

More advanced targeting options often provide diminishing returns, with higher CPMs but not always better conversion value.

Tips for Overcoming Location Targeting Challenges

To overcome common obstacles with local targeting, you can:

  • Start with larger city-level targeting, then optimize. Don't overcomplicate campaigns initially.
  • Leverage detailed Facebook analytics to determine high-value locations worth the increased targeting costs.
  • Use UTMs for each ad set to track offline conversions back to geo-targeted online sources.
  • Consolidate reporting with automated dashboards rather than individual account analysis.
  • Clearly communicate legal limitations to clients and avoid restricted targeting options.
  • Set ROI expectations appropriately and determine a profitable cost per conversion point for each geo-targeted location.
  • Continuously optimize by device, ad creative, audience factors, and bid strategies within each targeted area.

Conclusion

When leveraged properly, location targeting unlocks huge potential value for Facebook campaigns managed by you. Laser-focused targeting drives higher ROI on ad spend and connects businesses with their ideal local audiences.

While mastering location-based tactics has challenges, the ability to zoom in on specific geographic areas gives you a powerful advantage in dominating local markets on Facebook.

ecomparkour
We are your trusted marketing partner, specializing in helping you buy Facebook accounts, and dedicated to unlocking your business's full potential.
Phone: +852 5362 7682
Email: hongkong@ecomparkour.com

Room 21, 4/F., Beverley Commercial Center87-105 Chatham Road SouthTsim Sha Tsui, Kowloon HONG KONG
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