Meta has announced an update to its US location targeting options for adverts, with US congressional districts, as outlined by the 2020 census, to be added as extra geo-targeting choices.
As defined by Meta:
“Beginning Might 19, 2022, a further set of location concentrating on choices will probably be out there for up to date US congressional districts following the US 2020 census. These will probably be added to all adverts interfaces (together with the API) and will probably be denoted with “2020-census”. For instance, North Carolina’s up to date district 5 will probably be out there 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 large implications for these concentrating on adverts primarily based on political bulletins or actions, with the extra particular location qualifiers offering extra concerns to your advert method.
Meta additionally notes that as new congressional districts are finalized, it is going to make them out there in its adverts interfaces.
“If a state’s up to date congressional map is at the moment in litigation, there won’t be a brand new concentrating on possibility for it but. If an up to date congressional district isn’t out there but, we advocate utilizing different location targeting options primarily based on places comparable to, comparable to concentrating on postal codes, cities and counties.”
So you have got numerous choices for geo-targeting your advert campaigns, however the up to date districts will present extra correct viewers estimate information, and extra particular concentrate on electoral zones.
The present, pre-2020 census congressional district concentrating on choices will stay out there to advertisers by way of to the start of 2023.
“These districts’ names and bounds will stay the identical. For instance, North Carolina’s pre-2020 census district will probably be out there as “North Carolina’s fifth District, United States”.
Once more, it’s not a significant change, nevertheless it does present extra perception into how Meta’s US advert concentrating on areas are outlined, which might have particular worth for companies trying to goal adverts primarily based on political impacts, pursuits, regional preferences, and so on.
And with Apple’s ATT prompts taking a bit out of Meta’s information monitoring, you want all of the instruments you may to maximise advert efficiency. Updated location and inhabitants information can solely assist in assessing potential influence.