Good news advertisers: Facebook announced on Thursday changes to their ad targeting, specifically concerning their “Core Audience” targeting options, that will begin rolling out in the coming weeks.
Facebook claims this is an “easier, more effective way to reach the right people” on the platform, as it is looking to simplify targeting features across the board — all while making them more powerful for marketers of all kinds.
These changes will allow advertisers to reach specific audiences based on four main targeting types: location, demographic, interests, and behaviors. In the US, Facebook is enhancing targeting by expanding Partner Categories outside of Power Editor, as well.
Here’s a quick rundown of the changes:
Location
Looking to increase the number of users who see your ads that live around your business? Not only can you exclude specific geographic areas, this targeting option now allows you to customize campaigns around “any combination of geographies.” For example, country and city (Canada and Chicago), country and state (Spain and Montana), State and City (Michigan and Nashville), etc. Bottom line: this added targeting feature allows you to reach users more specifically based on location.
Demographic
Core Audiences recognizes more relationship statuses, as well as changes in lifestyle (such as having a child or tying the knot). Additionally, marketers are also able to target users based off when these life changes occurred. For example, we’ll now be able to target someone if they’ve recently gotten engaged or married in the last year, or the previous 3 or 6 months. Newlyweds, watch out! More generally, Core Audiences now covers a wide variety of information like workplace, financial, job title, and much more.
Interests
Facebook has fine-tuned their interests targeting segments to simplify ad creation all while allowing you to reach more specific audiences based upon their interests. Rather than utilizing broad categories and keywords, Facebook now allows marketers to pick just one user segment or interest such as swimming or basketball.
Behaviors
This targeting feature lets marketers take a closer look into two things: what things users purchase and what devices they use. It’s really just that simple. Are you looking to target Droid users who are into movies? Now you can.
Overall, marketers should be excited about this simplified — but more specific — ad targeting. Not only will this practice save brands money, it will also strengthen user experience by providing the right ads to the right people. Happier users, happier marketers! This sounds like a win-win to me.
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Kristel Klank
Specialist, Social Media at Intrapromote
Kristel joined IP in 2013 and has proved to be a stellar edition to an already strong social media team. Previous to Intrapromote, Kristel worked extensively in branding and digital strategy — from building robust company identifies from the ground up, to working at a Big Ten University on its digital strategy and brand standards.
She holds a B.A. in Professional Writing from Michigan State University (Go Green!), and is our resident expert in graphic design and all things Adobe. When she's not busy doing lots of creative, interesting things for our clients, she's obsessed with hitting the dusty trail in her Wrangler (top down, of course!), going to concerts, and enjoying great television.
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