Need to Knows – Facebook Advertising – Part 2

Part 2

Audience Targeting Options

Ad targeting places advertising in front of people who will most likely utilize your service or product. Facebook has advertising tools designed to help businesses do just that.

Facebook Business Page is the hub which connects your page(s) to Ads Manager and Power Editor.

Facebook Ads Manager connects the bank account that will pay for the ads to the Business Page. It also allows for some audience targeting.

Power Editor is the primary tool for detailed targeting and tests to determine which outcomes are most favorable.

Create an Ad in Power Editor:

Power Editor provides the opportunity to target your ad to people based on their location and demographics such as age, gender, and interests. It’s even possible to target your ad to people on Facebook based on their activities when offline.

Create a Custom Audience – Use email addresses, phone numbers, Facebook user IDs or App user IDs to create and save an audience. Learn more about Custom Audiences.

Location, Age, Gender, and Language – Choose these basic demographics of the audience you want to reach.

Interests – Choose specific interests that are important to your audience. These are determined by what people are connected to on Facebook, such as Pages and Apps. It has been suggested in that Facebook is collating a store of data on our website viewing habits based on a system of pixels. These pixels deliver a heightened level of relevancy to ads based on interest targeting.

Behaviors – Select people based on purchase behaviors or intents, device usage, and more. These behaviors are determined by what people connect to and click on in Facebook, again such as Pages and Apps.

More Categories – Select people based on any Facebook or partner categories to which you’ve requested access. Keep in mind that some data is only available to advertisers in the U.S.

Connections – Select your audience based on whether or not they’re connected to any of your Pages, Apps, or Events. Anyone whose friend is connected to what you’re advertising might see your ad as well. This can increase the likelihood that they’ll find your advertising relevant enough to click on or engage with it.

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