Social Media

The Impact of the New Interests Targeting Options on your Facebook Ads Performance

Facebook is continuously improving its already strong ads platform, and the newest feature is quite impressive. After the update on location targeting options, Facebook is launching new options at the interests level segmentation. Let see how this can impact your Facebook Ads performance.

In the past, when an advertiser would select their ideal interests segment, Facebook would target any of those interests. Meaning that advertisers would have very little visibility on which interest performed best and were unable to target that “ideal” user. 

With Advanced Combinations, advertisers now have more control over their selected interests and are capable of building out ad sets that are extremely specific to their highest converting/engaging audience. 

This new feature allows advertisers to select their interests and then select if Facebook should target: 

  • Users who match ANY of the selected interests, behaviors and demographics
  • Users who match ALL of the selected interests, behaviors and demographics
  • Exclude users who match ANY of the selected interests, behaviors and demographics.

Previously the only available option to “exclude” an audience in Facebook ads was regarding if the user was a “fan” or a “non-fan” of that page which was useful but did not allow for detailed exclusions relating to demographics, interests and behaviors. Therefore, the value of this new option is immeasurable especially for a conversion driven campaign where the advertiser knows which targeting options perform well and which are detrimental to performance. 

The example below shows how narrow an ad sets targeting can become, these settings are for a conversion driven campaign for a high end women’s clothes designer that is targeted to fashionable women without children in order to increase conversion rates.

These new options will be most useful for advertisers that have been gathering learnings on which interests, behaviors and demographics perform best for their campaigns. However, these options will also allow newer advertisers to understand which settings perform best at a much faster rate than was previously possible.

Now that Facebook has added this new feature, the next logical step is for individual engagement rate reporting for each separate interests, behaviors and demographics. As this is the last proprietary advantage that Twitter currently holds over Facebook. 

This article was originally written by Matthew Gangnier.

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