Facebook ad targeting to include location, demographic, interests, off-site behavior
Facebook’s ad targeting capabilities — already pretty impressive — have just gotten deeper. Facebook announced Thursday that soon improved Core Audiences targeting options will start rolling out, allowing marketers to target Facebook users based on location, demographic, interest and off-site behavior.
Additionally, Facebook is adding Partner Categories to the Ads Create Tool for U.S. users, allowing everyone from brands to small businesses to use this targeting capability.
Through deeper location targeting, retailers can target people who live near chain stores or multiple locations. They can also exclude certain areas, such as certain zip codes within a state or city. With the Core Audiences demographic capabilities, marketers can aim Facebook ads at those who have recently changed their relationship status or other key markers, such as workplace and job title.
Looking to target people who like certain things, but not the exact page (think topics like flowers or baseball). Facebook has simplified interest-based targeting so segments have just one simple meaning. Instead of broad categories and keywords, marketers can simply choose one segment (such as baseball), and reach Facebook users who have liked or expressed interest in baseball topics on Facebook.
The Facebook for Business blog explained how marketers can target users based on their behavior off of the social network:
We’re including in Core Audiences a new targeting option, behaviors, which includes Partner Categories. This gives marketers the ability to target campaigns to people based on things they purchase and what devices they use. For instance, if you want to reach people interested in music that use iPhones, you’ll use behaviors as part of creating your target audience.
Readers: What do you think of these new capabilities?
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