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Meta, the parent company of Facebook, has quietly rolled out an update to its location targeting settings, signifying a significant shift in how advertisers can reach their target audience. This update has removed multiple location targeting options, leaving only the “Living in or recently in this location” setting. While no official announcement has been made, it is crucial for advertisers to understand and adapt to these changes to maximise the effectiveness of their ad campaigns. In this blog post, we will explore the implications of Meta’s update and discuss strategies for advertisers to leverage this new approach to location targeting.
- The Previous Location Targeting Options
- The Elimination of Dropdown Menu and Streamlining of Location Targeting
- Implications for Advertisers
The Previous Location Targeting Options
Before diving into the recent update, it’s essential to understand the previous location targeting options on Facebook. Advertisers were presented with four choices when it came to location targeting:
- People Living in or Recently in this Location: This option allowed advertisers to reach individuals who either resided in the selected locations or had recently visited them, regardless of their permanent address.
- People Living in this Location: Advertisers could specifically target individuals who had their permanent address in the chosen locations.
- People Recently in this Location: This option enabled advertisers to target individuals who had recently visited the selected locations, irrespective of their permanent address.
- People Traveling in this Location: Advertisers could reach individuals who were traveling in the chosen locations, regardless of their permanent address.
The Elimination of Dropdown Menu and Streamlining of Location Targeting
Meta’s latest update has removed the dropdown menu for location targeting, leaving only the “Living in or recently in this location” option. This change effectively eliminates the other location targeting choices that were previously available to advertisers. While the exact rationale behind this change is unknown, it streamlines the process for advertisers by removing the need to select a specific type of location targeting.
Implications for Advertisers
- No Exceptions for Campaign Objectives and Optimisation
One important aspect to note is that no exceptions have been identified for campaign objectives or optimisation. The campaign objective on Facebook represents the primary goal of an ad, influencing various options, including optimisation and delivery. Optimisation determines the audience that sees the ad, as the platform showcases the ad to those most likely to take the desired action. Therefore, it is crucial for advertisers to review and align their campaign objectives with the updated location targeting settings.
- Familiarise and Adapt Strategies
Although Meta has not made a formal announcement about this update, documentation has been updated to reflect the new approach to location targeting. Advertisers must familiarise themselves with these changes and adapt their strategies accordingly to effectively reach their desired audience. By embracing this new approach, advertisers can optimise their campaign objectives and ensure that their ads are displayed to the most relevant users.
- Improved Ad Performance and ROI
Understanding and embracing this new approach to location targeting is crucial for successful ad campaigns. By aligning campaign objectives with the updated settings, advertisers can ensure that their ads are displayed to the most relevant users. This shift in location targeting will ultimately lead to improved ad performance and a higher return on investment for advertisers.
Meta’s recent update to location targeting settings has streamlined the process by eliminating multiple options and focusing solely on “Living in or recently in this location.” Advertisers must seise this opportunity to adapt their strategies, optimise their campaign objectives, and harness the potential of these changes to reach their target audience more effectively. By staying informed and embracing these updates, advertisers can ensure the success of their ad campaigns in the ever-evolving landscape of digital advertising.
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