This is one big problem, finally solved. You can now target any small area within a city, using Facebook targeting.
For long people wondered how could they target a smaller area within a big city, and guess what, Facebook finally has an answer. A feature, which is already available on Google Ads, where it allows you to target a pin code is now present on Facebook too. Not just a pin code, but you can simply select an area on a map, and choose a radius around it to target people in a small catchment area, thus acting as a major sense of relief for millions of local businesses across the world, who had to so far resort to targeting all the people in a city, thus ending targeting vaguely.
Now there are two ways to make it work, lets look at them one by one.
Step 1 : Log in to your Facebook Ad Manager
Go to Facebook Ad Manager and choose the following objective for running ads – ‘Reach people near your business’
Step 2 : Drag the Pointer on the Map to pin point the radial area you want to target
Now, this is important to understand. You do not necessarily have to target the area around your business. You can also target any location within the city and the immediate area around it. So if you are in Delhi and your business is in Khan Market, but most of your customers come from Defence Colony, then you can simply choose Defence Colony as the location.
Step 3 : You can also type in an address and choose a radius around that while targeting
If you can’t locate it on the map, simply try and type in the address. Also, you can adjust the radius starting from 1 mile and make it bigger depending on the area you want to target.
Step 4 : Carry on with the rest of the process and you are ready to go
You can choose an appropriate creative(ideally try to customise it locally) and you are set to start reaching to the captive audience in a locality. Interestingly, there is no option of running these ads for Instagram right now, something that will hopefully come up real soon.
Step 1 : Choose Boost Post in your Facebook Ad Manager
Go for the regular Boost Post feature in the ad manager.
Step 2 : Choose a location from the map using the pointer
You can also choose multiple points on a map and target the area around it.
While the rest of the process remains the same, there is two big differences between the First and the Second Way. While First way only allows you to reach out to audience on Facebook, the second way allows to reach out to people on Instagram too. Also, the second way allows you to target your customers far more comprehensively as compared to Local Awareness Ads. For your convenience you can try spending money on both and figure out which one works better.
This feature though, shall be a big boon for restaurants, bakeries, salons, spas and all other local businesses which attract an audience that lives next door to them.
In case of any doubts or confusions, feel free to comment below.