In today's advertising world, the key to success is contextualizing your messages. 71% of shoppers say they are more likely to buy something if it’s tailored just for them, according to Facebook for Partners. Geographical data is a great source for creating granular campaigns on Facebook that will result in capturing attention and connecting with your audience on a local level.
In this article, you will discover, what is Facebook geofencing and geotargeting, what is possible and what Facebook privacy actually allows regarding geofencing.
I will show you how you can target hundreds of different locations and display localized ads at once. Finally, you will discover three playbooks and see stunning examples of localization in combination with geotargeting.
Location-Based ads are a big thing in modern advertising. Think big.
Let's dive in.
Facebook geofencing in a nutshell
Facebook geofencing marketing allows advertisers to target audiences in a specific area at any given time. Facebook allows you to get as specific as a 1-mile radius, by following its location targeting privacy guidelines.
Why Facebook geofencing?
With geofencing, you can target people who are attending a particular event.
Facebook geo fencing is a Facebook ad feature that allows ads to be served only within a chosen geographical area, known as the geofence in one-mile radius.
Those who have used Facebook ads know exactly how powerful well-targeted Facebook ads can be. However, they also know how it's hard to gain audience's attention. The use of generic ads results in ad fatigue that results in increased costs of advertising.
How Facebook geofencing can be useful
The increasing popularity of mobile devices has given rise to geofencing advertising. There are plenty of effective ways businesses can start using geofencing to drive results.
If any of these scenarios apply to you, then geo-targeted advertising could be the tool that puts your ads in front of the right customer:
You want to show your offers near your retail locations.
You want to run custom product offers for different neighborhoods.
You want to localize your messages depending on user location.
You want to target shoppers that are currently at a competitor’s location.
You want to target people who are attending a particular event.
You sell iPhone and MacBook covers and you’re thinking that targeting everyone who is visiting an Apple store is genius. If yes, geofencing is for you.
You run a restaurant and currently have a good limited-time offer. You’re chucking to yourself because you want to target everyone visiting a nearby restaurant with your irresistible offer. Well, this is for you too.
You’re a yoga instructor who is new to the city. You want to reach out to everyone going to known busy gyms and let them know there’s lots of space at your new studio.
Whatever the situation may be, you can precisely target people at a certain geographical location.
If you are geotargeting events or brick & mortar stores, promotions will rely heavily on the ability to micro-target locations. It’s okay to target one exact location but excluding the area nearby can be hard while you follow Facebook guidelines for location targeting.
If you are targeting events or brick & mortar store promotions will rely heavily on the ability to micro-target locations. It’s okay to target one exact location but excluding the area nearby can be hard.
Limitations with Facebook Geofencing
Equipped with geofencing, you would think advertisers would be able to get targeting down to the “T”, but that is not quite the case and it's not allowed!
Geolocation is limited to a 1-mile radius on Facebook.
3 playbooks of Location-Based Advertising (Geo location)
Here are three playbooks that will help you use location-based advertising. They will be very helpful in your future paid social campaigns.
1. Localized messaging in video ads
Add localization to your video ads through the use of local language or local data to speak local and you have a winning strategy on your hands.
2. Capture multiple markets
Social advertising at any scale powered by location intelligence can equip you to win over multiple markets while maintaining your brand’s identity. Location-based campaigns allow you to reach users in their local language with the right offer at the right time and place. With the right automation, you can save a lot of time and effort while being globally relevant.
3. Increased customer engagement
Targeted and personalized ads can help customers deepen the relationship they have with your brand. Promote social, sell local.
This example shows consumers that they are not being served a mass campaign but instead a tailored advertisement for things that they are interested in. Engage users to visit the closest store near them. Advanced formats can include product, location, map, and directions.
If you’re not already leveraging the power of location-based advertising and personalized ads, it might be time to take advantage. Facebook geo-targeting is one way that marketers can target their audience with precision while still ensuring an ad gets seen by a large number of people.
For example, if your business is in downtown Boston and you want to reach out specifically to people who live or work there this type of targeting will help. As more customers become accustomed to targeted content we recommend taking advantage now before everyone else does!
A simple way to geofence on Facebook would be to navigate to the page for that particular in-person event, and from there block a "radius" around it.
To drill down to a very specific local area, select the geography that you'd like on our Business Manager tool.
2. How to geo-target on Facebook?
All you need to find the address or use a pin to target the location you want to. One other option is that you build a custom audience by selecting "customer list import" and importing your customer data, then create targeting audiences for specific locations.
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