Facebook has added more advertising features that will make ads more targeted but also give users more control over the kinds of ads they see. If you advertise on Facebook you should know about these changes as you create social media marketing plans.
Two New Features
In its announcement, Facebook explains that it is unrolling essentially two new features starting in the United States. In the coming months, the features will be available around the world.
Refined Targeting with More Info
It seems that Facebook is always refining the way it targets users with ads. It is constantly trying to make it easier for businesses to get their ads in front of the right people. This new feature enhances ad targeting by collecting information from users as they browse the Internet.
When a user searches for products or visits specific websites, Facebook uses that information to serve ads based on those interests. For example, if a user is searching for cell phones, he will likely see cell phone ads on Facebook. Facebook then takes it a step further by assuming that if you are interested in cell phones, you may also be interested in seeing ads about electronics, phone accessories, tablets and apps.
Currently, Facebook decides which ads to show users based on their activity on Facebook. This new feature will take users’ Internet activity into account as it determines which ads to display.
Users will be able to opt out of this feature so Facebook won’t use their Internet habits for advertising purposes.
User Ad Preferences
Facebook is also adding a feature that gives users a new level of control over the ads they see. Now, each ad will have a drop down menu with the following options: “I don’t want to see this,” “hide all ads from (company),” “why am I seeing this?” and “this ad is useful.”Image source.
With this feature, users can stop seeing ads from companies they aren’t interested in and provide information to Facebook so the site can deliver ads related to more relevant topics.
Will this Affect your Business?
Anytime Facebook makes a change to its advertising features, it’s important to consider how it will affect your business. The first change could actually benefit you because your ads could be more targeted for your market. Facebook will work harder to show your ads to people who are interested in your ads’ topics and related subjects.
The second feature means that people will have more control over whether or not they see your ads. If your ads are served to the wrong market, you may need to change your strategy. However, if they are being displayed to the right people but aren’t interesting, helpful or eye-catching, people may choose not to see your company’s ads anymore.
To make sure your ads are successful and that people won’t choose not to see them anymore, you will need to make sure they are enticing to your market and provide helpful information.