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Building Localised Facebook Audiences For Targeting
Building Localised Facebook Audiences For Targeting

Here is a step-by-step guide to harnessing geo-targeting for your local Facebook and Instagram ads.

Hannah McKernon avatar
Written by Hannah McKernon
Updated over a week ago

Are you a business looking to leverage Facebook or Instagram ads to target a local audience?

Crafting a localised advertising strategy is more straightforward than you might think, especially with tools like the AI Ads Manager at your disposal. Here’s how to fine-tune your advertising efforts to reach the right local audience effectively.

Firstly, navigating to the AI Ads Manager is your initial step. From there, access the menu and select your campaign preference—whether it's Facebook or Instagram. The platform will display your most recent campaigns, allowing you to dive directly into the targeting settings to fine-tune your audience.

Localised advertising proves essential for businesses whose customer base is inherently local. This strategy is ideal for events with a limited travel radius for attendees or for local shops and leisure venues where physical visitation is necessary. Overextending your ad reach beyond your geographical region can dilute your marketing efforts and waste valuable resources.

When adjusting your targeting options, simplicity is key. While the platform allows for detailed interest-based targeting, it's advisable to forgo this for local campaigns. Given that your audience is already limited by geography, adding interest filters can overly narrow your potential reach. Instead, clear any pre-set interests to start with a broader base.

Concerning demographic details such as age and gender, maintaining a broad scope is recommended unless you have a compelling reason to narrow these parameters. Over-specification can inadvertently halve your potential audience, limiting your ad's effectiveness.

Geographical targeting is where the localization aspect truly comes into play. The AI Ads Manager offers two primary methods for setting your target region: search and radius.

Using Search for Specific Locations

If your business or event is tied to a specific town or city, simply input the name into the search function. Be mindful of common names shared by multiple locations globally; ensure you select the correct one to avoid misdirected advertising.

Employing Radius for Broader Reach

Setting a radius allows for a more flexible approach. Determine how far potential customers might be willing to travel to your venue and adjust the radius accordingly. For instance, setting a 20-mile radius around a specific pin on the map can encompass a wide area, capturing all relevant local towns and cities within that range. You can adjust this radius for different locations to account for urban versus rural audience behaviors.

Remember, the key to successful geo-targeting is first to set your desired radius before selecting your location pin. This method ensures your ads reach the appropriate audience, maximising your local marketing efforts.

Geo-targeting on Facebook and Instagram offers a powerful way to connect with local audiences, tailor your marketing messages, and ultimately, drive more foot traffic to your business or event. By following these steps, you can efficiently segment your audience by location, ensuring your ads are seen by those most likely to engage with your brand locally.

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