Introducing Regional Targeting in 12 New Markets
Twelve regions are live, each with its own verified publisher pool rather than a shared global one. Campaigns are matched to publishers who actually write in your audience's language — a common gap in regional advertising.
Regional targeting is one of those features that sounds straightforward and is not. Getting it right required building something more specific than a country filter.
The New Markets
Twelve regions are live today, each with its own verified publisher pool rather than a shared global one.
That distinction is the substance of this release. A country filter applied to a single global pool selects whichever publishers happen to be in that country — which, for most regions, is a thin and unrepresentative slice. Building a verified pool per region means regional targeting genuinely changes who sees your campaign rather than narrowing an existing list until barely anyone is left.
The practical difference for advertisers:
- Campaigns in smaller regions can actually reach volume, because the pool was built for the region rather than filtered down to it
- Verification standards are consistent across regions, so a verified review means the same thing everywhere
- Regional performance becomes comparable, which makes it possible to rank regions by cost per verified action and reallocate
Region targeting works down to country and major metro level.
Language Matching
Campaigns are matched to publishers who actually write in your audience’s language — a surprisingly common gap in regional advertising.
This is worth dwelling on because it is the mistake most advertisers do not know they are making. Region and language are not the same variable, and treating them as one produces feedback you cannot use.
Target a region without considering language and you can receive perfectly genuine, verified reviews written in a language your customers do not read. The reviews pass verification because they are real. They are also worthless to you, and you paid full price for them.
Language matching is handled as its own dimension for exactly that reason. If your landing page is in one language, being matched to publishers writing in another is a mismatch regardless of geography.
How to Use It Without Starving Your Campaign
The main risk with a new targeting dimension is stacking it on top of everything else.
Each filter you add shrinks your reachable pool. Two filters is usually the sweet spot; three is aggressive; four will often starve the campaign entirely. Region is a powerful filter, and combining metro-level region with interest targeting and a publisher tier restriction is a reliable way to build a campaign that technically runs and tells you nothing.
A sequence that works:
- Start with region only, at country level rather than metro
- Run a full week without changes — verification lag means earlier reads over-represent fast, shallow activity
- Rank regions by cost per verified action
- Cut the weakest and move that budget to the strongest rather than adding to total spend
- Only then consider narrowing within a region to metro level or adding a second filter
If a regional campaign is not spending its daily budget, loosen the narrowest filter rather than raising the bid. No bid clears a pool that is too small.
What to Expect From New Regions
Two realistic caveats.
Cost per verified action varies by region, sometimes considerably. That is not a quality difference — it reflects pool depth and local competition for publisher attention. Compare regions against each other, not against a single global benchmark you had before.
Do not assume your existing best segment transfers. The audience that performs best in one region frequently is not the one that performs best in another. This is the same lesson as launching broad: the best-performing segment is often not the predicted one, and you can only discover that by not excluding it up front.
Before You Target a New Region
Regional expansion has a prerequisite most advertisers skip: the page has to work for that region.
Three checks worth running:
Is the landing page in the right language? If reviewers are matched on the language they write in, but your page is only in one language, you have a mismatch you created rather than one the platform introduced.
Does anything on the page assume a location? Prices in a single currency without conversion, delivery promises that only apply domestically, phone numbers in one format, dates in an ambiguous order. Reviewers will report these, accurately, and you will have paid to learn something you could have checked.
Does the signup flow complete from that region? Address fields that require a domestic postcode format, or payment methods unavailable locally, will end the review at the point of signup.
Fixing these first is considerably cheaper than discovering them through paid feedback.
Frequently Asked Questions
How granular is region targeting?
Down to country and major metro level. Start at country level and only narrow to metro once you have a week of data showing it is worth it.
Is region the same as language targeting?
No, and conflating them is the most common mistake here. They are separate dimensions, and targeting a region without considering language can produce genuine, verified reviews written in a language your customers do not read.
Why does cost per verified action differ so much between regions?
Pool depth and local competition for publisher attention vary. It is not a quality difference — verification standards are consistent across all regions. Compare regions against each other rather than against a single global benchmark.
Can I run one campaign across several regions?
Yes, and it is the better way to start — it lets you rank regions by cost per verified action and reallocate. Separate campaigns per region make sense once you know which regions justify their own brief and landing page.
My regional campaign is not spending. What do I change?
Loosen the narrowest filter rather than raising the bid. If you are at metro level, widen to country. No bid clears a pool that is too small.
Related Reading
Understanding campaign targeting options covers all four targeting dimensions and how many to layer. Reading your analytics covers ranking segments by cost per verified action, and advertiser campaign promotion: 5 mistakes that waste your budget leads with over-targeting for a reason.
Further Reading
