Facebook Ads: The Next Generation of Targeting


In Facebook advertising, one of the most appealing features is the ability to target your ads very precisely to people who are interested in your content. 

In the advertising world, this is a completely new concept. As someone who started targeting audiences based on Nielsen ratings and followed by cookies in the digital age, people-based marketing is a very welcomed change.

Take cookies for example. Prior to audience-based targeting platforms like Facebook, advertisers relied on cookies to target their ads. Cookies profile large groups of people based on generalizations made from your online patterns. 

When you go to a new website for the first time, the website downloads a cookie to your browser. This happens for each website you visit. As you go to different websites, you pick up more and more cookies and a profile is created based on the websites you visit. Using this profile, marketers make generalizations about demographic information like gender and age range. Because of this, there’s a limit to how targeted cookie-based ads can be.

We’ve seen agencies run tests against the validity of cookies on a data exchange. The gender is wrong 30-35 percent of the time.
— Digiday

Enter Facebook ads, changing the way digital ads are targeted. Facebook doesn’t rely on guesswork to target their advertisements, YOU supply the information for them. Because you’ve entered your date of birth, gender, location and more into the platform, Facebook doesn’t need to make guesses- they already know who you are.

Taking that one step further, you probably also post other types of information on Facebook that allows marketers to target you in advertisements. Change your relationship status to engaged? You’ll soon get wedding-related ads or home-buying ads. “Like” a local restaurant in your area’s business page? You’ll probably get other restaurant-targeted ads. 

This is just the surface of Facebook ad targeting. There are even more advanced options that we’ll go over in future posts. 

As always, contact us for more information about how you can target your ads more accurately to achieve better results.