[Guide] How to Geotarget Your Facebook Ads for Your Local Business

What is Geolocal Advertising?

What is Geofencing?

“Geofencing refers to drawing a virtual barrier around a location using users’ IP addresses. Ads inside this parameter can be seen on a computer, tablet, or mobile device by any user within this location. Locations like universities, stadiums, and neighborhoods are often tightly targeted to an audience in that location that would likely be interested in local deals, businesses, or services. Some services, such as Snapchat, allow you to geofence a specific area by drawing a virtual fence on a map around the desired space to place ads or filters.” – Catalyst Marketing

What is Geotargeting?

• Age 18-35

• Completed some higher education

• Interested in fantasy novels and food blogs

• The user is within 10 miles of the address of the local business

“Geotargeting refers to delivering ads to people that meet specific targeting criteria and are inside a defined radius. The key difference with geotargeting is that it hones in on specific consumer criteria, such as demographics, behaviors, interests, and a person’s location. Geotargeting can also exclude specific locations. This targeting tends to work better for larger geographical audiences because ads can be more specifically defined by demographics and keywords.” – Catalyst Marketing

How to Implement Geolocal Advertising on Facebook

• People living in, or recently in, the location. This is the default and includes anyone within the geotargeted location radius.

• People living in the location. This is targeting specifically residents rather than tourists or travelers. This option is useful for some businesses, for example, landscapers, who do not benefit from targeting people who don’t live in the area.

• People recently in the location. This targets people who are in the area but who are not necessarily residents of the area.

• People traveling in the location. This is for people who are in the location but their residence is at least 125 miles away. Primarily useful for targeting tourists and travelers.

How to Succeed with Geotargeting on Facebook

Understand Your Audience and Their Behaviors

Understand Objectives and Continuity in Messaging

Use Exclusions to Narrow Targeting Within a Region

Keep Temporal Advertising in Mind

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