Recently Facebook has put a lot of energy into marketing its Promoted Posts feature. Between homepage prompts and alerts in your Notifications, the social network is making sure that you never miss an opportunity to expand your reach. Giving you even more reason to use the ad unit, Facebook now allows you to geo-target Promoted Posts, even if the original post wasn’t.
Discovered by social marketer Rich Tucker, some Facebook Page admins are seeing the option to target by location in the Promoted Posts module. This appears to be limited to select accounts right now, as we don’t see the option yet. Additionally, Facebook hasn’t commented on whether this is a test or if a wider rollout is expected.
If made permanent, geo-targeting could be very helpful for marketers, both locally and globally. For example, the page post announcing the grand opening of your newest store location might have been shared with all of your fans the first time around, which is great because people travel and it’s a good way for your customer base to see how you’re growing.
However, if you’re considering promoting that post, it might be more beneficial to you if you target it to the city in which your business just opened. Previously you’d have to create a whole separate post and select targeting options. Now you can promote the same post without doubling up on messaging, only this time it’s going to a more relevant audience.
Jonathan Espinosa at Inside Facebook believes this feature will also come in handy for marketers that have chosen to promote a post, but haven’t found success with the initial targeted audience. “… if a marketer has chosen to target a precise area like San Francisco, they can also try to increase their reach by targeting a larger area such as California. It allows for marketers to adjust their strategies, barring disappointing results.”
It’s entirely possible that this is just a test. We have reached out to Facebook for more details and will update you if we receive any additional information.
[Update 6/4/13: It seems that Facebook has just started testing this option for a small group of pages. It hasn’t been rolled out to all pages yet.]