The ability to tap into a plethora of your own first-party data, use it for predictive modeling and pair it with third-party data makes Facebook a go-to platform for just about every brand.
And as evidenced by some recent releases, Facebook is set on becoming even more widely adopted.
In that vein, there are some exciting new audience targeting features I’d like to share with you, as well as a few lesser-known options driving serious ROI for brands across all verticals.
We’ll start with some new targeting for Custom Audiences, then explore other new targeting features and close with some features that have been around for some time but haven’t been widely adopted by advertisers.
New targeting for Custom Audiences
Advanced Custom Audiences
Recently, Facebook began rolling out updates to the Custom Audiences interface to allow advertisers to build a custom audience using multiple data types at once.
On July 12, this feature was rolled out to 100 percent of advertisers.
The following data types are now available for matching: email, phone number with country code, first name, last name, ZIP or postal code, city, state, country, date of birth, year of birth, age, gender, mobile advertiser ID and Facebook app user ID.
Prior to this change, Custom Audiences only supported matching for one data type at a time: email address, phone number, mobile advertising ID or Facebook app user ID.
With this update, you will be able to improve the match rate (coverage) and performance (accuracy) of your custom audiences even further.
(If you are not already seeing this feature in Ads Manager or Power Editor, I’d suggest reaching out to your Facebook representatives and/or your agency partner.)
The “waterfall” approach of providing more data points in order to match to a verified Facebook user recently took a client’s match rate from 50 percent to 80 percent.
Facebook also provides some tips for increasing your match rate.
If your brand is uncomfortable providing this much information on your customers to Facebook, then there is also the option of creating the custom audiences in data partners like Acxiom, Experian or Datalogix.