While you were sleeping, Facebook yesterday made some very interesting and effective changes to Facebook Ads Targeting. The new features make your ad targeting and reach more flexible than it ever has been.
If you login to your Adverts Manager you can play with the newer targeting options made available to almost everyone. Some features still remain US centric. Below, are some very exceptionally interesting targeting options I discovered from my Adverts Manager.
Exclude Cities: FB now gives you the option of targeting the entire country but exclude certain cities that you may want to. This reverse form of targeting should help large chain of businesses or business communication that may have presence in more cities than fewer.
Interest Targeting: The new parameters in Interest based targeting no longer supports only broad targeting like Sports. Now you can exactly target people with interest in 'Cricket' or 'Football' or for that matter even major sports clubs. Very effective for marketing during match seasons or for the particular sport.
More Categories : This section now goes deeper to target a person on the basis of the important events of their life. For instance, you can target people upto 1 week before their birthdays for any special offers or target newly wed/engaged couples or on change of job.
FMCG, Leisure and retailers should find these very useful for action-based responses. A very interesting option which I guess a lot of brands missed for targeting Mothers and Parents will now fill the void. You can target Parents with kids of specific age-groups too.
These new targeting options seem to have come a long way since FB's early advertising days. One should see better ad responses, CTRs and conversions if these are used well. But is the cost of this deep targeting (most of which may be based on user behavior) coming at the cost of an Individual's privacy? Now, that's a debate we may see in the days to come. Love to hear what you think about these!