Facebook changes

Facebook has added greater functionality to its advertising programme. This includes:

Monitor and measure
You can now track the activity that happens on your website or other URL as a result of someone seeing or clicking on your Facebook Ad via Conversion tracking.

Last year there was an uproar about this and it will be interesting to see how many people have purposefully altered their status – as happened in 2001 where 390,127 UK residents changed their religion to ‘Jedi’ in the census. The new Facebook targeting function allows ads to be refined towards the target audience to consider:

  • Location
  • Demographics
  • Likes & Interests
  • Education & Work
  • Connections on Facebook

Here are the details:

Facebook Ads uses IP address and a user’s profile information to determine location. Use the country field to target up to 25 countries or utilize state/province or city targeting (if applicable) to target a more precise location.

Target by Age / gender / sexual orientation / relationship status – based on what the person has declared in their profile.

Likes & Interests
This is based on information users list in their Facebook profiles like favorite movies and music, groups and Pages they have connected to and other information they have shared on the site. It also includes religion, political views and occupation/job title.

Education & Work
You can choose to target people at various education levels and/or specific companies where they have worked

Connections on Facebook
Connections are people who have become a fan of a Page you admin, joined a group you admin, RSVP’d to an event you admin, or authorized an application you own.Friends of connections targeting delivers ads to the friends of people already connected with your Page, Application, Group or Event.

What’s next?
Facebook say they will be adding PayPal as another form of payment for your Facebook advertising account.

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