How do I set or change location targeting?

You choose the location when launching the campaign. You can add up to 10 items and combine:

• the whole Czech Republic (the default),
• a region,
• a city or address with a radius,
• your own point on the map with a radius,
• Slovakia.

Choosing a city means a point with a radius around it, not the municipal boundary. The Mention the place in ads ("Zmiňovat místo v reklamách") option adds the location to the ad copy.

The bigger the area, the better. A region works better than a city, and there's usually not much difference between a region and the whole country. Smaller regions, such as Karlovy Vary or Vysočina, tend to be weaker, so add neighboring ones. For a city, set the largest radius possible. For regions near the border, make sure the radius doesn't reach into Germany or Poland.

Campaigns in a special category (housing, financial products and services, employment) have a radius of 17 to 80 km, and you can't set a smaller one. This rule comes from Meta; more in What is a special ad category.

The real targeting is done by the questionnaire on the campaign page. Meta looks for people similar to those who filled it in.

You can also change targeting on a running campaign: in the detail, open Edit settings ("Upravit nastavení"), change the locations, save and wait for confirmation. But every change sends Meta's learning back to the start, so don't change anything in the first 4 days after launch.