Facebook Expands Options for Ad Targeting
Facebook seems to be increasingly focused on efforts to cater towards advertisers and making it easier for them to target the site’s many users (or a specific subset of them).
In a news update just posted on its business blog, Facebook announced that over the next few weeks it will be unveiling new and improved Core Audiences options for targeting ads.
The options—which will be available through the interfaces for all of Facebook’s ad-buying programs—will give advertisers worldwide the ability to reach out to very specific audiences based on four categories: behaviors, interests, demographic and location. For U.S.-based advertisers, there is now expanded access to Partner Categories, which allows for targeting user groups based on their offline activities. (This was previously only available to advertisers who used the Power Editor tool.)
Here are some of the new options for each category:
Location: You can use all sorts of unique combinations here—say, choosing a mix of specific cities and countries, designating ZIP code ranges or excluding specific locations.
Interests: Here, they’ve expanded their algorithm so you drill down to very narrow interests using specific keywords rather than broad categories.
Demographic: You can target people who have made recent changes to their status (such as getting engaged), and—even better—you now have more flexibility in the time frame you include. You can also target people by profession, job title, workplace, education or a number of other characteristics.
Behaviors: You can target users based in things like recent purchases, spending habits or preferred devices.
These advances seemed to be geared making Facebook especially attractive to small and medium-sized businesses that may be interested in reaching a very narrow or specific group—but also need to be very selective and cautious about how they spend their limited advertising budgets.
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