If you want to target travelers, help is on the way…
A new feature is rolling out that can help, though not everyone has it yet. The objective and performance goal don’t seem to matter, though it may impact whether this feature is on by default (it can be turned off).
Here are the details…
How it Works
When selecting a location, enter a city or region (like a state in the US). Using countries won’t work. If you have this update, you’ll see a checkbox to “Reach more people likely to respond to your ads.”
When this is on, you can reach people beyond just those who live in or were recently in the location.
If you’re targeting New York City, you will reach people “living in or recently in” that location by default. With this update, you can also reach people who…
- Searched for terms and Marketplace listings related to New York City
- Interacted with ads or Pages related to New York City
- Have friends living in New York City
This allows you to reach people within the same country that have shown intent to travel. Note that it will not include those who live outside of the country you’re targeting. For example, targeting will not be expanded to include someone from the UK who shows intent to travel to New York City.
More than a year ago, Meta removed the ability to target travelers (among other things related to location). While this doesn’t replace that, it could be a huge improvement over the alternative.
This could be an especially big deal for those in the tourism and hospitality industries.
Check out my blog post for additional details.
