If you want to work quickly with multiple layers and regions, you need a detailed strategy for countries on Facebook.
This article explains ways to add countries to the ad cabinet, as well as effective tools for working with time-saving shooting ranges.
When creating a set of advertisements, the question of which countries should be selected arises. You can select countries from the list or search for locations by typing them in the search bar.
We can also choose who to show ads to in that location. Facebook offers 4 options for this:
- People who live in this place
- People in this place
- People live in or at this place
- People who travel to this place (travel is a place 200 km away from home)
The reasonable question is: How does Facebook determine which place is considered the user’s home?
The answer is: Facebook uses several signals to determine (or more realistically estimate) a user’s location. The platform may use IP address, mobile device information, profile data (i.e. the city listed on their profile), and sometimes a combination. You can also use information from the locations of the Facebook user’s friends.
Imagine you have 20 GEOs (in a 2 letter designation) divided by level (5 GEOs in each level). Your job is to start campaigns on all 4 levels. How does that work 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 created a Google spreadsheet that uses the Vlookup function to provide the full name of the country.
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After you’ve collected the full country names, bulk upload them to Facebook. To do this, click “Add locations in bulk” in the Locations section.
In the window that appears, there are several options for loading locations:
- Regions or states
- DMAs (designated market areas)
Initially there were 5 countries in this category, but after the game, Facebook shows that it found 9 countries. The reason for the increase in the number of states is because Facebook gives all possible options for the countries connected to the list.
In the present case, the United States was found for the United States Virgin Islands and the small isolated islands of the United States. These countries will be removed from the display.
Once removed, click the box next to Save this list to use again. Thus this list of countries is saved for future work. This is useful when multiple UA managers work in the same office. You don’t have to download the list of countries several times, you just have to select it from the saved target groups.
In the example the list is called TIER1_android. Now if you’re creating an ad set from scratch, you can select this list of countries here:
In a similar way we create country lists for all levels. As a result, all country groups load ad sets with the click of a button.
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Country lists are easy to edit. To do this, you have to move the mouse over the saved target group. The Edit button is then displayed.
If you click on it and add the countries again, Facebook will create a match. The next step is to delete unnecessary countries and save the list again.
Workflow with saved target groups
All target group settings can be saved in a user-defined target group. The saved audience contains the parameters social demography, geography, connection, and include / exclude audiences. With this useful tool, you can quickly switch countries by level in work campaigns.
After we have created the campaigns and divided them by levels, we start them and after 10 days our LTV is updated. Tier-1 included Holland, which the LTV fell on, and now it was to be transferred to Tier-2. The challenge is to switch countries Tier-1 and Tier-2 quickly.
Create saved audiences
Open the Ad Set Settings to create a saved audience. In the Target groups area, click the Save this target group button, enter the name of the target group (in our case TIER1_android_broad) and save it.
Now the audience area in the ad set looks like this:
Now you need all of the ad sets to use your saved audiences. To do this, select all Tier 1 ad sets and choose our target audience from the saved ones.
Edit the saved target group
Imagine we have 20 ad sets with a saved audience of TIER1_android_broad. We have to remove Holland from it. To do this, we select the ad set with the saved target group and click on Edit.
In the window that opens we can change all the parameters of the target audience we are aiming for. We remove the Netherlands and click update:
Then we will receive a notification about the change in the saved target group.
In addition to changes to the ad set itself, the audience in ad sets will be updated with this saved audience. That means Holland will be removed from the campaigns in all 20 ad sets, even though only one was changed.
This method has limitations. If the same saved audience is being used by more than 200 ad sets, Facebook may not allow this when changing audience. This refers to the fact that not all ad groups have changed audiences. The solution is simple: create a new saved audience and select it in all working ad sets.
In the experience of AdQuantum, working with countries is much faster when they are saved via a saved audience. This reduces the time it takes to replace countries in levels in each ad set.
Adding countries is much quicker with bulk uploads than manually entering a country or searching the list.