In 2023, Meta implemented a significant change to its location targeting options, which adversely affected several industries, particularly those reliant on reaching transient audiences. However, recent updates suggest that advertisers, especially in the travel sector, may have new opportunities to refine their strategies for engaging with potential customers.

Previously, advertisers had the flexibility to specifically target individuals either living in or traveling to a location. This granularity allowed businesses to reach tourists and short-term visitors effectively. Following the change, however, the only available targeting option became “living in or recently in” a specified location, making it difficult for advertisers to connect with potential travelers who might not yet be in the area. 

The New Checkbox: Expanding Audience Reach

A recent update offers a potential solution to this limitation. When selecting a city or region for advertising—like New York City or the state of New York—advertisers may notice a new checkbox that enhances targeting capabilities. It reads:

“To improve performance, we’ll show ads to people interested in your selected cities and regions, for example, people showing intent to travel to these locations or make purchases there.“

This expanded targeting is only available when selecting a specific city or region, rather than just countries. When checked, Meta will broaden the audience based on several criteria, including:

– Recent visits to the selected city or region

– Searches related to that city or region

– Interactions with ads or Pages associated with that location

– Friend connections to people living in the area

– Proximity to the selected city or region

An experiment conducted between March 11 and March 18, 2024, indicates that utilizing this feature can lead to a notable 6.7% decrease in the cost per result. While this figure offers a promising glimpse into the potential efficacy of the update, it raises questions about its applicability across different industries, particularly tourism and hospitality.

 Implications for Marketers and Brands

For marketers and brands, this update presents a valuable opportunity to optimize advertising strategies. For instance, a hotel in New York City can now specifically target individuals who have recently searched for information about the city or engaged with related ads. This targeting approach is more efficient than solely reaching people who are currently in the city, who may have already secured their accommodations. 

However, the effectiveness of this feature hinges on understanding the recency of interactions and the nuances of friend connections. While many individuals may have friends in major cities, Meta is likely to prioritize connections that reflect more recent engagement. Therefore, marketers should consider how to leverage this aspect in their campaigns to ensure their ads are reaching the most relevant audiences.

As Meta continues to refine its advertising tools, marketers must stay agile and adapt their strategies accordingly. The recent updates to location targeting offer exciting possibilities, particularly for industries that rely on reaching travelers. By understanding and utilizing the new features effectively, brands can enhance their marketing efforts, drive engagement, and ultimately achieve better results.