Geo-targeting & Facebook: What You Need to Know

Pete Schauer

Marketing Director

Geo-targeting is a way to reach people in specific geographic regions. While beneficial for regional campaigns, geo-targeting can drive up the cost of your campaigns if you’re not careful. Geo-targeted ads aren’t always higher, however. It all comes down to what other businesses are doing. If there is a lot of competition for the region you want to target, you can expect to pay more.

Let’s learn more about geo-targeting and why it’s a useful tool on Facebook.

Geo-targeting Explained

Geo-targeting is a form of marketing that delivers ads to users based on specific locations. Many businesses can benefit from targeting certain zip codes and cities, though it’s best for brick and mortar stores. While there are other platforms that can be used for geo-targeted ads, Facebook is one of the most affordable. Rather than paying a geofencing agency thousands of dollars to run an ad, you can create your own ad, target the regions of your choice, and set a reasonable budget.

Setting Up Geo-targeting on Facebook

When targeting a particular geographic region, start by setting up a Facebook ad as you normally would. When you set up the audience, hit Drop Pin on the map, and drag the indicator to where you want it to be. Adjust the slider to cover the area, from 1 to 50 miles. It’s as simple as that!

Of course, you’ll probably want to narrow down your audience further so that your ad reaches the right people within the specified area. Facebook offers many ways to target users based on:

  • Behaviors

  • Interests

  • Income

  • Age  

  • Gender

  • Language

  • Demographics

Geographic Behavior Targeting

Most targeting options are straightforward. But, some deserve more careful attention. For example, you can target people based on their geographic behavior. This behavior includes living in a particular region, visiting a particular region, or traveling in a particular region. For example, if you owned a restaurant, you would want to reach all of these audiences. However, if you were a realtor, you would only want to show your ads to people who live in the area, not those who are traveling to it.

Is Geo-targeting Right for You?

Setting up geo-targeted ads on Facebook is an excellent way to reach more of your audience. Plus, Facebook puts more control in your hands in terms of building your own ads and setting a budget. But, it’s important to recognize the limitations of geo-targeting, as it’s not something that all businesses require. Brick and mortar stores tend to see the best results. The best way to determine if geo-targeted ads are right for you is to test them out and measure their performance!

About the Author: Pete Schauer

Born and raised at the Jersey Shore, Pete Schauer is the Marketing Director at SEMGeeks. He holds a M.A. in Digital Communications from William Paterson University and has 8+ years in the digital space with companies such as Bleacher Report and Social Media Today in addition to SEMGeeks. His background includes creative and professional writing as well as strategic digital marketing communications and management.

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