Meta has introduced an replace to its US location focusing on choices for adverts, 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, a further set of location focusing on choices can be obtainable for up to date US congressional districts following the US 2020 census. These can be added to all adverts interfaces (together with the API) and can be denoted with “2020-census”. For instance, North Carolina’s up to date district 5 can be obtainable in location focusing 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 focusing on adverts based mostly 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 should make them obtainable in its adverts interfaces.
“If a state’s up to date congressional map is presently in litigation, there won’t be a brand new focusing on possibility for it but. If an up to date congressional district isn’t obtainable but, we advocate utilizing different location focusing on choices based mostly on areas corresponding to, corresponding to focusing on postal codes, cities and counties.”
So you’ve got varied 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 focusing on choices will stay obtainable to advertisers by to the start of 2023.
“These districts’ names and bounds will stay the identical. For instance, North Carolina’s pre-2020 census district can be obtainable as “North Carolina’s fifth District, United States”.
Once more, it’s not a significant change, but it surely does present extra perception into how Meta’s US advert focusing on areas are outlined, which might have particular worth for companies trying to goal adverts based mostly on political impacts, pursuits, regional preferences, and so forth.
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.