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Jonathan Saipe

Facebook Ad Targeting Explained

6 March 2012, Jonathan Saipe


Welcome to another Emarketeers live session.

Today we’re going to look at the targeting opportunities Facebook gives digital marketers.

With access to the demographic data of nearly a billion Facebook users, Facebook’s advertising programme gives us ample opportunity for segmenting.

[switch to Facebook]

So, I’ve logged into Facebook’s advertising programme and am looking to create a new ad or campaign.

Let’s see it in action…

Ok so I’m a retailer and I want to target men in Wales [United Kingdom] who happen to like cycling and hiking. Here we go, I can see how many users I’m targeting on the right.

Or, I’m a jeweler with a great deal on engagement rings and I’d like to target women who have just got engaged. And here we can see how many people fulfil those criteria.

Or taking a more b2b approach, I might be a publisher and want to target anyone who has an interest in journalism or journalists who also work at the BBC. Although it’s a relatively small number, I know these ads will be targeted.

If I’m a retailer with local outlets, I might want to target women who live in and around London and Manchester who also like gardening or horticulture.

Or, back to B2B, I’m a recruiter looking for French speaking marketers and French speakers interested in marketing.

Or, I’m doing some market research and I might be interested to know how many 18 to 20 year old men versus women are interested in Lady Gaga.

Finally, I might want to know how many parents on Facebook have young children as opposed to teenagers; clearly the latter is more popular.

So, if you haven’t already done so, log into Facebook, click on the advertising link at the bottom and you may well discover a new segment for your ad campaigns.