Facebook Enables Interest-Based Ad Targeting

facebook apiFacebook has yet again made an update to its ad platform, though this one is more like a small tweak. Recently, Facebook adjusted its Custom Audiences feature to allow businesses to better target customers who have previously engaged with them. In turn, users will see more “interest-based” ads on Facebook. While this is not a major change, it does bring significant benefits for brands. This update will allow companies to better target the audience that they have already created, increasing brand recognition and loyalty.

Custom Audiences Feature Update

The Custom Audiences feature is also fairly recent to Facebook, launching during the fall of last year. With this tool, businesses can display ads to their list of current customers. The new update allows businesses to go even further; they can embed a code from Facebook into their website and mobile app to track visitors. Then, the company can show Facebook ads to all users who visit their website or download their mobile app. This also allows brands to move their ad targeting between devices; for example, if a user downloads your mobile app, you can target them with both mobile and desktop Facebook ads (and vice versa for your website).

For Users: Interest-Based Ads

On the user end, this change to the Custom Audiences feature will result in more “interest-based ads.” Interest-based ads are already in use on other popular sites, with Amazon and Google being the most well-known. This update should be mutually beneficial for both businesses and users; businesses are provided with better targeting capabilities, and users are seeing more ads that are relevant to them and their interests, potentially inspiring more clicks and conversions.

How This Benefits Brands

The obvious benefit of this update is the fact that brands can better target their ads toward users whom they know are interested. However, there are also a number of ways that marketers can use this change to their advantage. First, you can use interest-based ads to better engage with customers during the follow-up stage. Many brands use email marketing campaigns to follow up with current customers. By using interest-based Facebook ads instead, you are more likely to engage with your audience than with a static text email.

Another way to take advantage of interest-based ads is that it allows you to show ads that have greater relevance to the actions that the customer took on your website. Rather than showing a generic ad, you can target customers based on what information they were looking for or what products they were viewing. This increases the probability of conversion from visitor to customer.

How will your brand take advantage of interest-based ads?

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Elizabeth K

Elizabeth Kent is a recent graduate with an M.A. in Women’s and Gender Studies from Brandeis University. She earned her B.A. from Smith College with a major in the Study of Women and Gender and a minor in Jewish Studies. Elizabeth recently relocated from the Boston area back to Western Massachusetts, where she spends her free time volunteering with a local non-profit organization. Elizabeth has worked as a writing tutor, archival intern, research assistant, and retail associate. Her interests include studying pop culture, kittens, and making meals with as little cooking as possible.

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