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How to Address Location Targeting for Facebook Ads When You Have a Worldwide Audience

Here's how to address location targeting with Facebook ads if you have a worldwide audience.

In this case, you run into a dilemma: Do you target worldwide or focus only on a few "core" countries?

If you go worldwide, the algorithm will start to favor the cheapest countries to reach. If you aren't optimizing for a purchase, this will be a problem.

But if you only target your core countries, you may be missing out on reaching customers and potential customers who live in other countries.

You could go through and try to list every possible country where your customers may live. But you'll quickly realize that this approach doesn't work either since the algorithm will again favor some of those countries.

My suggestion is to have (at least) two ad sets:

1. Your core countries (it could be the US, UK, Canada, and Australia)
2. Worldwide excluding those four countries

You could then adjust your budgets so that you're still prioritizing spend in your core countries while not neglecting everywhere else. An example would be applying 75% of your budget to #1 and 25% to #2.

There are lots of ways to address this issue, but this is one way that I do it.