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How to Utilize Geo-Fencing & Interest-Based Targeting

One of the many crucial aspects of Facebook advertising is geo fencing and targeting. A couple of questions to ask and answer before you begin your advertising? Who do I want to see my ad and where are these people? For example, if I have a food or beverage company in Modesto and I distribute to local grocery stores, via Facebook geo fencing we can reach our defined target audience within a very specific location.

There are a few ways to approach targeting by location. We can target a city/town plus 5-50 miles. We can target specific zip codes or we can target specific locations based off the address plus 1-50 miles. For our example, we will target specific stores plus 1 miles.

The other nifty part about geo fencing is that we can target everyone in our specified geo fence such as people who live within our defined area, people who recently visited this area or people who traveled to this area. For our example in Modesto we will target people who live within 1 mile of the grocery stores we distribute to.

Now that our geo fencing has been defined, who do we want to see our content? Building off of our defined target audience, perhaps we are trying to increase sales with female millennials. If so, we simply set our requirements to 18-34 females. Now, the fun targeting begins – demographics, interests, and behaviors.

If our product is on the premium side of the spectrum we can target our millennial females based off income and net worth as well as behaviors such as “premium brand groceries” “top spenders” and “expensive taste”. Weaving these behaviors in with more generic keywords that align with our product will help narrow our search to find our target audience.

Thanks to geo fencing and targeting, we have now developed a way to reach our audience of affluent millennial women with an interest in our product category who live within one mile of the Modesto grocery stores we distribute our product to. We did all that work in less than 355 words! Exciting.


Beau Baumbach is our Marketing and Social Media Strategist for TIV Branding
TIV Branding is a boutique branding firm in Sonoma County, California. We specialize in building brands by using traditional, social and digital channels in unison. If you would like to discuss a project or find out more about how we do what we do, please email us at info@TIVbranding.com.