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Geotargeting: score locations with predictions

A step-by-step guide on how to use Outcomes and Pipelines to generate scored locations for Google and Facebook campaigns

Faraday supports the optimization of your campaigns in both Google and Facebook by scoring states, counties, or zipcodes with predictive models. Geotargeting with Faraday, in contrast with broad audience targeting on these ad platforms–which casts a very wide net–allows you to narrow your focus by applying likely-to-buy (propensity) scores, or by excluding low-propensity locations. This way, you're able to adjust your campaigns accordingly so that you're reducing your spend on locations that aren't worth it. In this article, we'll walk through how to target the top 20% most likely-to-buy counties in the USA.

🗒️ This does not include Smart Bidding campaigns on Google Ads, as Google provides those bids.

 

Table of Contents

  1. Creating your outcome

  2. Creating your pipeline

  3. Activating on your predictive scores

Creating your outcome

When creating an outcome for a geotargeting use case, you're interested in scoring people in locations based on how likely they are to buy (propensity). Generally, this will involve simply selecting Customers as the attainment cohort. For a more detailed look at creating outcomes, check out How to create an outcome.

  1. Navigate to Outcomes and click + New outcome in the top right to create an outcome.

  2. Select Customers as your attainment cohort.

  3. Leave both attrition cohort and eligibility cohort empty, as they're not relevant to this specific use case.

  4. Give your outcome a unique name, and click Create outcome. Your outcome will begin building, as indicated by the status column in Outcomes.

  5. Once your status is Ready, your outcome is ready to be used in a pipeline.

Creating your pipeline

With your outcome in-hand, you're ready to create a pipeline and deploy it via CSV, which will let you plug your geotargeting predictions right into Facebook and Google for campaign optimization. For a more detailed look at creating a pipeline, check out How to create a pipeline.

  1. Navigate to Pipelines, and click + New Pipeline in the top right to create a new pipeline.

  2. For your payload, select the outcome you just created, as your payload is the predictions you'd like to apply to the population you select next.

  3. In population to include, select Everyone, as our goal in this example is to score the country to find out which specific counties are the most likely to buy.

  4. Enter a unique name, and click Save pipeline. Your pipeline will begin building, as indicated by a loading bar.

  5. Once your pipeline is complete, head to the Deployment section inside the pipeline, and select + Add under Hosted CSV.

  6. You'll be presented with the choice of Hashed, Identified, and Aggregated as options for your predictions. To target locations, select Aggregated.

  7. Once aggregated is selected, you're able to choose between county, state, and zipcode. As mentioned earlier, we'll target county in this example.

  8. Next, expand Advanced, and look for the filter section at the bottom.

  9. Select the outcome you created earlier in the first field, and choose Only the top (%), then 20% in the following field.

  10. Finally, click Finish to complete the deployment.

  11. Once your deployment is complete, you can download the CSV via the link below.

Activating on your predictive scores

Click here for instructions on how to plug your scored locations into Facebook.

Click here for instructions on how to plug your scored locations into Google.