Facebook has expanded its advertising options for business that want to run ads on the site. The change makes it possible for marketers to more easily target their market and even target people based on their Internet browsing habits.
To make the change, Facebook has partnered with Datalogix, Epsilon, Acxiom and BlueKai. These organizations help businesses target their markets through online ads and email marketing, among other marketing tactics.
New Targeting Capabilities
With the expansion, companies who already work with these four marketing companies can further target their markets on Facebook by using the data the companies provide to create Facebook ad campaigns. Businesses that are not working with these companies will still benefit from the partnership because they will be able to push ads to lists of users categorized by their actions on Facebook and across the Internet.
For example, according to Facebook’s blog post, businesses can now target an audience based on a category like “soda drinkers.” But that’s not all. Companies can also send Facebook ads to users based on what they search for online, such as those users who have searched the advertiser’s site for a specific product.
Will Your Business Benefit?
If your business runs ads on Facebook, you could benefit from this change. The ability to more deeply target your ads could help you reach your target market and even save money. When you are able to target ads to a specific group you will be more likely to reach potential customers than you would be if you sent more generalized ads to a group of people that may or may not be interested in your message.
More accurate advertising options can help you save money. Rather than running several different ads to several different groups, you can use a more narrow approach, using your resources for ad campaigns that are more likely to be successful.
The Privacy Issues
Whenever Facebook makes a change, users worry about their privacy. As with many of the other features the site offers, users can opt out of being included in this type of advertising targeting. This option will be available on ads that are displayed or in the Facebook Help Center. It is important to note that while businesses will have access to lists of people who meet certain criteria, they will not have access to personal information.
It’s likely that some users will opt out, making this feature slightly less effective for some businesses. However, the majority of Facebook users will probably not opt out, meaning their information will be included on categorized lists that can be used in advertising campaigns.
This latest development in Facebook advertising features means businesses will be able to more accurately reach their target markets. If you use Facebook ads, or have considered implementing them, this could be good news for your digital marketing strategy.