Meta has introduced an replace to its US location concentrating on choices for advertisements, with US congressional districts, as outlined by the 2020 census, to be added as further geo-targeting choices.
As defined by Meta:
“Beginning Could 19, 2022, an extra set of location concentrating on choices can be accessible for up to date US congressional districts following the US 2020 census. These can be added to all advertisements interfaces (together with the API) and can be denoted with “2020-census”. For instance, North Carolina’s up to date district 5 can be accessible in location concentrating on as “North Carolina’s fifth District-2020-Census, United States”.”
It’s a small change within the broader scheme, however might have huge implications for these concentrating on advertisements primarily based on political bulletins or actions, with the extra particular location qualifiers offering extra concerns to your advert strategy.
Meta additionally notes that as new congressional districts are finalized, it would make them accessible in its advertisements interfaces.
“If a state’s up to date congressional map is at the moment in litigation, there is not going to be a brand new concentrating on choice for it but. If an up to date congressional district isn’t accessible but, we suggest utilizing different location concentrating on choices primarily based on areas equivalent to, equivalent to concentrating on postal codes, cities and counties.”
So you’ve gotten numerous choices for geo-targeting your advert campaigns, however the up to date districts will present extra correct viewers estimate knowledge, and extra particular deal with electoral zones.
The present, pre-2020 census congressional district concentrating on choices will stay accessible to advertisers via to the start of 2023.
“These districts’ names and limits will stay the identical. For instance, North Carolina’s pre-2020 census district can be accessible as “North Carolina’s fifth District, United States”.
Once more, it’s not a serious change, however it does present extra perception into how Meta’s US advert concentrating on areas are outlined, which might have particular worth for companies seeking to goal advertisements primarily based on political impacts, pursuits, regional preferences, and so forth.
And with Apple’s ATT prompts taking a piece out of Meta’s knowledge monitoring, you want all of the instruments you may to maximise advert efficiency. Updated location and inhabitants knowledge can solely assist in assessing potential impression.
