Ads now offers location targeting.
Meta just updated the location targeting options for some accounts.
What’s changed. Facebook used to have a default targeting location that said “Living or recently visiting this location” which meant advertisers could reach people who lived in those locations or visited them recently, regardless of where they were located.
Four options were available to choose from.
- Residents of this area or those who have recently lived in the location
- Residents of this area
- Recent visitors to this location
- Travelers in this area
The drop-down menu has now been removed, and the only option left is “Living or recently visiting this location”. The other options are no longer available, so advertisers do not need to select a particular type of location-targeting.
There are no exceptions for campaign goals or optimization. The Facebook ad’s primary objective is the campaign objective. This choice influences the various options available, such as optimization and delivery. The optimization of the Facebook ad determines which users see it, since the platform displays the ad only to those who are most likely to take the desired action.
Meta documentation has also been updated, even though it does not mention the change explicitly.
Why we care. Understanding this new approach to reach your target audience is crucial. With the elimination multiple targeting options, and a focus on “Living or recently in this area,” it’s essential that you understand this new way of thinking. Adopting these changes and optimizing your campaign objectives will ensure that you are displaying ads to the most relevant users. This will lead to better performance of your ads and a higher return on investment.
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