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How to Run Meta Ads To The Neighborhood Level

Published on: December 6 2022 by Jaime Resendiz

How to Run Meta Ads To The Neighborhood Level

How to Run Meta Ads To The Neighborhood Level

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00:00:20 00:00:25 haiya time it with echo real estate
00:00:22 00:00:28 advisors in this video we're gonna dial
00:00:25 00:00:31 in our audiences so as you know Facebook
00:00:28 00:00:34 has done away with some audiences that
00:00:31 00:00:36 we were leveraging as real estate agents
00:00:34 00:00:39 to really hone in on home buyers and
00:00:36 00:00:41 renters people that could abuse our
00:00:39 00:00:44 services from a home selling standpoint
00:00:41 00:00:47 or a home buying standpoint so we've
00:00:44 00:00:50 needed to get creative in how we reach
00:00:47 00:00:54 them and I want to show you some
00:00:50 00:00:57 dialed-in ways to target and this can be
00:00:54 00:01:01 based off of geography so you can think
00:00:57 00:01:04 of it as micro targeting if you will all
00:01:01 00:01:06 right so we are here at the campaign
00:01:04 00:01:08 level and I'm just gonna go to traffic
00:01:06 00:01:11 for this purpose I just want to show you
00:01:08 00:01:16 how to do it well there's other videos
00:01:11 00:01:18 that are on the channel show you how to
00:01:16 00:01:21 go in into actually creating the ad so
00:01:18 00:01:24 for the actual ad I'll just share that
00:01:21 00:01:26 real quick you want to do a video ad and
00:01:24 00:01:29 you want to run it for at least two
00:01:26 00:01:30 weeks as you're gonna be gathering some
00:01:29 00:01:33 data and you're gonna be gathering some
00:01:30 00:01:36 audiences that have engaged with it so
00:01:33 00:01:39 then you can come around and retarget
00:01:36 00:01:41 that audience with another ad again
00:01:39 00:01:43 there's other videos on my channel that
00:01:41 00:01:45 go to and speak directly to that so I
00:01:43 00:01:48 won't cover that here I just want you to
00:01:45 00:01:51 see the functionality on how to
00:01:48 00:01:53 micro-target alright so let's just go
00:01:51 00:01:56 into an example of you have some home
00:01:53 00:01:59 buyers that absolutely need to be in a
00:01:56 00:02:03 certain area and you don't have time to
00:01:59 00:02:06 go door nog or maybe door-knocking is
00:02:03 00:02:09 not part of your strategy and same with
00:02:06 00:02:11 direct mail you either don't have time
00:02:09 00:02:14 or don't want to go down that route well
00:02:11 00:02:18 you can do that based off of Facebook
00:02:14 00:02:22 right now we do have the capability of
00:02:18 00:02:24 targeting within one mile of an address
00:02:22 00:02:28 but maybe you want to be a little bit
00:02:24 00:02:31 closer into a certain to maybe half a
00:02:28 00:02:34 mile we're really into a few cross
00:02:31 00:02:36 streets that you can't a mile was too
00:02:34 00:02:40 why for you and you want to preserve
00:02:36 00:02:44 some budget so let's just type in a
00:02:40 00:02:47 address we'll go with that I know that
00:02:44 00:02:51 address well not necessarily the address
00:02:47 00:02:55 I know that city okay now we're gonna
00:02:51 00:02:59 doll in so just by default it's going to
00:02:55 00:03:03 give you a 10-mile radius and the
00:02:59 00:03:05 minimum that you can do is one mile so
00:03:03 00:03:08 as you can see a lot of things can
00:03:05 00:03:10 happen within a mile and for some reason
00:03:08 00:03:15 if your homebuyers don't want to be
00:03:10 00:03:17 below this street it is sandy Lake or if
00:03:15 00:03:19 they don't want to be above MacArthur
00:03:17 00:03:21 Boulevard well your ads are gonna be
00:03:19 00:03:23 running to these houses and the
00:03:21 00:03:26 individuals that live or rent in that
00:03:23 00:03:29 area now for this strategy know that if
00:03:26 00:03:32 you're looking to get some home sellers
00:03:29 00:03:35 and you want to do the who live in this
00:03:32 00:03:39 area but if you're targeting a business
00:03:35 00:03:40 let's say a high-end business I'm gonna
00:03:39 00:03:43 struggle with names let's just say
00:03:40 00:03:45 Macy's for whatever reason and you want
00:03:43 00:03:49 to target the people that would be
00:03:45 00:03:51 highly likely to attend that um that
00:03:49 00:03:53 store so essentially thinking luxury
00:03:51 00:03:57 again Macy's may not be the best example
00:03:53 00:04:01 but for the sake of it you can also
00:03:57 00:04:02 target commercial areas and at that
00:04:01 00:04:04 point you're targeting more of the
00:04:02 00:04:08 lifestyle more of the people that would
00:04:04 00:04:12 actually go to that location so you may
00:04:08 00:04:14 just select everyone in this location
00:04:12 00:04:16 everyone recently in this location
00:04:14 00:04:17 though depending on the ad that you want
00:04:16 00:04:19 to run is where you're gonna want to go
00:04:17 00:04:23 here but for the sake of this example
00:04:19 00:04:24 I'm just gonna go everyone who lives in
00:04:23 00:04:27 this location let's say we're toking
00:04:24 00:04:30 about home listing considering home
00:04:27 00:04:31 buyers want to be in that area so I'm
00:04:30 00:04:34 more interested in people that actually
00:04:31 00:04:35 live in the area that I'm about to
00:04:34 00:04:39 micro-target
00:04:35 00:04:41 so again based off of Facebook I can
00:04:39 00:04:45 only get within a one-mile radius of
00:04:41 00:04:48 this location however what you can do if
00:04:45 00:04:49 you need to be let's let's
00:04:48 00:04:55 creates some artificial parameters if
00:04:49 00:04:57 you need to be above this road and below
00:04:55 00:05:00 this road for example everything in
00:04:57 00:05:05 everything in here is fine what you can
00:05:00 00:05:08 do is back up just a little bit and then
00:05:05 00:05:12 you can drop a pin it's gonna take a
00:05:08 00:05:14 little bit of estimating again it's
00:05:12 00:05:16 going to default to ten miles they're
00:05:14 00:05:18 gonna reduce it so I didn't draw that
00:05:16 00:05:21 completely perfect again it's gonna
00:05:18 00:05:24 require a little bit bit of testing and
00:05:21 00:05:26 having to repost it so if I was gonna
00:05:24 00:05:29 repost it works and I can do it right
00:05:26 00:05:33 now I'll go out here a little bit
00:05:29 00:05:35 further and then I would do one mile
00:05:33 00:05:38 that's a little bit closer to where I
00:05:35 00:05:41 want to be so I would delete that and
00:05:38 00:05:43 what I want to do with this essentially
00:05:41 00:05:50 the cross area what I want to do at this
00:05:43 00:05:53 point is I want to exclude that excluded
00:05:50 00:05:58 so I only want to target people and
00:05:53 00:06:02 market people in this circle so I would
00:05:58 00:06:05 do the same thing out here again it
00:06:02 00:06:08 requires a little bit of fine-tuning
00:06:05 00:06:10 reduce it to one mile that's close
00:06:08 00:06:15 enough
00:06:10 00:06:21 left click there exclude and then one
00:06:15 00:06:21 more right in through there
00:06:26 00:06:36 and you exclude so then you would go
00:06:30 00:06:37 around and do the parameter essentially
00:06:36 00:06:40 what you're trying to do is get rid of
00:06:37 00:06:44 the rest of the circle that's below here
00:06:40 00:06:46 and then the rest of the I guess radius
00:06:44 00:06:48 that's right through here so you would
00:06:46 00:06:51 be drawing some areas that you want to
00:06:48 00:06:53 exclude that way you're only targeting
00:06:51 00:06:57 the areas that you want to target now is
00:06:53 00:06:59 it wasted money if you if you go out
00:06:57 00:07:02 here no you're you would be picking up a
00:06:59 00:07:06 listing most likely however if you want
00:07:02 00:07:08 to really maximize or depending on your
00:07:06 00:07:10 goal that's how you can might go target
00:07:08 00:07:13 and then you're gonna go and create the
00:07:10 00:07:16 ad again I suggest a video ad let it run
00:07:13 00:07:20 for a couple of days and really invest
00:07:16 00:07:22 in it heavily so so you can get as many
00:07:20 00:07:26 people that engage with it as possible
00:07:22 00:07:28 and then do a retargeting ad to some
00:07:26 00:07:31 audiences that have engaged with that ad
00:07:28 00:07:32 and has been three seconds looking at it
00:07:31 00:07:35 that should give you enough of a
00:07:32 00:07:36 bellwether or give you enough of an
00:07:35 00:07:39 audience showing you that they are
00:07:36 00:07:42 interested in some capacity in what you
00:07:39 00:07:45 have to sell or to offer or the type of
00:07:42 00:07:47 message that you are delivering so
00:07:45 00:07:51 that's a a great way to mark micro
00:07:47 00:07:54 target what you want to micro target
00:07:51 00:07:57 within a one mile radius and it's a
00:07:54 00:07:58 feature that is commonly underused I'm
00:07:57 00:08:03 surprised a lot more people are not
00:07:58 00:08:06 using it right now but you can you can
00:08:03 00:08:09 use this to target income so let's say
00:08:06 00:08:12 you are targeting a very affluent area
00:08:09 00:08:15 and you want to keep it within the
00:08:12 00:08:17 parameters of that neighborhood that has
00:08:15 00:08:19 homes selling for over let's say a
00:08:17 00:08:22 million dollars two million dollars
00:08:19 00:08:26 whatever the case may be you can target
00:08:22 00:08:29 those people have it run for a while as
00:08:26 00:08:30 you're creating that audience and then
00:08:29 00:08:31 you can also create a look-alike
00:08:30 00:08:35 audience with the people that have
00:08:31 00:08:37 engaged in that specific area so that's
00:08:35 00:08:39 a way that you can target based off of
00:08:37 00:08:43 income using AG
00:08:39 00:08:47 graphic a dialed-in micro-targeting
00:08:43 00:08:47 strategy hope this helps