Is Facebook radius targeting big for local online advertising?

Facebook announced they are now offering language targeting and radius targeting through their platform. Personally, I have not had any conversations regarding targeting Spanish speakers, but I have had a lot of conversations about using Facebook for local advertising. Prior to today, there were a couple different ways to net down the audience size and “target” local markets. I also have an unfair advantage since around 90% of Utah’s population is along the Wasatch Front, which makes it easier. However, not everyone has that luxury of population density.

Imagine someone in California that had a few small locations that wanted to use Facebook, targeting all of LA might not be the best option. They could use Google for search and set custom targeting, but an issue with search is that people have to know what they are looking for and “search”. Facebook’s new targeting option allows advertisers to promote their services in a similar fashion that display advertising works, with much better geo targeting. Since social networks get so much traffic, small advertisers now have another viable model for local advertising on the web.

This could be a large move for Facebook along with their new Pages release which will also increase the amount of local businesses using Facebook. Rather than static pages where there was not many benefots of being a fan, the changes allow for a much more dynamic environment that allows brands to have a voice in social media.

Overall, I like what I am seeing from Facebook recently (hasn’t always been the case, remember Beacon and the T&C’s issue). Any move that helps more companies and individuals move online or move more money online is a good thing.

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