Targeting
Audiences, locations, ages and the other targeting options you can set.
Targeting sits in the Targeting & Delivery section of the campaign and ad set settings. Set it on the campaign to apply it to every ad set, or on one ad set to override it there.
Locations
| Setting | What it does |
|---|---|
| Locations | Start typing a country, region, city or ZIP code and pick from the list. Type at least 2 characters. Type a language, such as Spanish, to add every country that speaks it. |
| Location radius | A radius around each city in Locations, and any pins you drop. See Add a radius or drop a pin. |
| Excluded Locations | Places to leave out, picked the same way. A language excludes every country that speaks it. |
| Excluded location radius | The same for the cities and pins you leave out. |
| Add Locations in Bulk | Paste up to 100 locations at once. |
To add locations in bulk:
Open Add Locations in Bulk and pick a Location Type: Countries, States/Regions, Cities or Zip Codes.
For regions, cities and ZIP codes, pick the countries to search in. The United States is selected to start with.
For cities on Meta, you can fill in Radius (optional, applies to every row) and pick Miles or Kilometers. Every city you add gets that radius, and you can change single rows afterwards.
Paste the list, separated by commas or new lines.
Check the results. Each line shows Matched, Multiple Matches or No match. Select Apply All Matched to add them.
Add a radius or drop a pin
On Meta you can reach the area around a place, not just the place itself.
- A radius around a city. Each city you add gets a row under Location radius. Type a radius and pick mi or km, or leave it at No radius for the city alone. A city's radius runs from 10 to 50 miles, or 17 to 80 km. The location then shows it, for example "(+25 mi)".
- A pin. Select Drop a pin on the map. Click the map or type a Latitude and Longitude, give it a Name if you like, set the Radius and select Add pin. The circle on the map shows the area your ads will reach. A pin needs a radius, from 0.63 to 50 miles, or 1 to 80 km.
Edit a pin with Edit on map, or delete it with Remove pin. Regions, ZIP codes and countries don't take a radius. When you edit several ad sets at once and their locations differ, select one ad set to set a radius or drop a pin.
People
| Setting | What it does |
|---|---|
| Age Range | A slider from 18 to 65+. |
| Gender | All, Men or Women. |
| Audience Language (Optional) | Shows ads only to people who use these languages. Leave it empty for all languages. |
| Targeting Interests (Optional) | Start typing to search interests, grouped as Interests, Education, Work and so on. |
Audiences
| Setting | What it does |
|---|---|
| Custom Audiences (Optional) | Target custom audiences from your ad account. |
| Excluded Custom Audiences (Optional) | Keep custom audiences from seeing your ads. |
| Saved Audience | Use a saved audience from your Meta ad account. |
Custom and saved audiences have to exist in your ad account first. On Meta, create them in Meta Ads Manager.
When you pick a saved audience, it controls locations, interests, languages, age and Advantage+ Audience. Those fields are greyed out with the note: "The selected Saved Audience controls this. Its own value is used, not the one shown here."
Advantage+ Audience
Advantage+ Audience (ON or OFF) lets Meta find your audience. Your targeting becomes a suggestion, and Meta may show your ads beyond it when it expects better results. With it off, ads only reach the audience you set.
Turning it on sets the age range to 25 to 65+, and the age range can't be changed while it's on. Turning it off resets the range to 18 to 65+.
Changing targeting later
On a live campaign you can change locations, age, gender, languages, interests and custom audiences on Meta. See Edit a live campaign.