When you need to operate quickly with multiple tiers and regions, you need a detailed strategy for countries on Facebook.
This article will talk about ways to add countries to the ad firm and effective tools for working with time-saving ranges.
At the stage of creating an ad-set, the question of the choice of countries appears. You can select countries from the list or search for places by entering them in the search bar.
We can also choose the people in that location that we will be showing ads for. Facebook offers 4 options for this:
- The people living in this place
- People at this location
- People residing or living there
- People traveling to this location (the trip is a location 200 km from you)
The reasonable question is: How does Facebook determine which location is considered the user’s home?
The answer is: Facebook uses several signals to determine (or more realistically, to estimate) a user’s location. The platform can use a user’s IP address, mobile device information, profile data (i.e. city listed in their profile) and sometimes a combination. They may also use information from the locations of the user’s Facebook friends.
Imagine you have 20 GEOs (in a 2 letter designation), broken down by levels (5 GEOs in each level). Your task is to run campaigns on all 4 levels. How to do it in a short time? Easy!
First of all, you need to translate the 2 letter designation into the full name of the country. In AdQuantum we have created a google spreadsheet which using the Vlookup function shows the full name of the country.
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Once you have collected the full country names, start uploading them to Facebook using Bulk Upload. To do this, in the Locations section, click on « Add locations in bulk »
In the window that appears, there are several options for loading the locations:
- Regions or states
- DMA (designated market areas)
- Postal codes
Initially there were 5 countries in this level, but after the match Facebook shows that it has found 9 countries. The reason for the increase in the number of states is that Facebook indicates all possible options for the countries associated with the list.
In this case, for the United States, the United States Virgin Islands and the outlying minor islands of the United States were found. These countries are removed from the ad.
After deleting, click the field next to Save this list to use it again. Thus, this list of countries is kept for future work. This is useful when several UA managers are working in the same office. They won’t have to download the country list multiple times, just select it from saved audiences.
In the example, the list is called TIER1_android. Now, creating an ad set from scratch, we can select this list of countries here:
Likewise, we create country lists for all levels. Therefore, all country groups load ad units with one click.
Country lists are easy to edit. To do this, you need to move the mouse over the recorded audience, after which the Edit button appears.
By clicking on it and adding the countries again, Facebook will produce a match. The next step is to delete unnecessary countries and save the list again.
Workflow with recorded audiences
All audience settings can be saved to a custom audience. The saved audience contains settings for social demographics, geography, connection, and inclusion / exclusion of audiences. This useful tool allows you to quickly change countries by level in work campaigns.
After creating the campaigns, dividing them by levels, we launch them and after 10 days our LTV is updated. Tier 1 included Holland, which LTV fell on, and it should now be moved to Tier 2. The challenge is to quickly change countries to Tier-1 and Tier-2.
Creating recorded audiences
To create a saved audience, open ad set settings. In the Audiences section, click the Save this audience button, find the name of the audience (in our case TIER1_android_broad) and save it.
Now, the audience section of the ad set looks like this:
You now need all of the ad units to use your saved audiences. To do this, select all level 1 ad units and select our audience from those registered.
Changing the recorded audience
Say we have 20 ad units with a registered TIER1_android_broad audience. We have to get Holland out of it. To do this, we select the ad set with the saved audience and click edit.
In the window that opens, we can change all the parameters of the audience we are targeting. We remove the Netherlands and click on Update:
After that, we receive a notification regarding the modification of the recorded audience.
In addition to changes to the ad set itself, the audience will also be updated in ad units that use that saved audience. That is, Holland will be removed from campaigns in all 20 ad units, although only one has been changed.
This method has limitations. If the same saved audience is used by more than 200 ad units, then when switching audiences Facebook may not allow you to do so, referring to the fact that not all ad units have changed the hearing. The solution is simple: create a new saved audience and select it from all active ad units.
In AdQuantum’s experience, working with countries is much faster when you register them through a registered audience. This reduces the time it takes to replace countries by tiers within each ad set.
Adding countries is much faster with bulk imports than when manually entering a country or searching for it in the list.