#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

Facebook Targeting Secrets Revealed

Published on: November 17 2023 by Ben Heath

Facebook Targeting Secrets Revealed

Table of Contents:

  1. Introduction
  2. Changes in Facebook Targeting
  3. Facebook's Announcement on Targeting Options
  4. The Impact on Facebook Advertisers
  5. Solutions to the Targeting Changes 5.1 Look-alike Audiences Based on Different Audiences 5.2 Broad Targeting or Open Targeting 5.3 Targeting Other Detailed Targeting Options
  6. Look-alike Audiences and their Benefits
  7. Using In-App Sources for Look-alike Audiences
  8. Understanding the Impact of iOS 14 Changes on Pixel Tracking
  9. Creating Custom Audiences and Look-alikes
  10. Broad Targeting for Mass Appeal Products or Services
  11. Considerations for Testing Broad Targeting
  12. Targeting Other Detailed Targeting Options with Media Outlets
  13. Conclusion

Facebook Advertising Targeting Changes: Solutions for Advertisers

Facebook targeting options plays a crucial role in the success of advertising campaigns. However, in recent times, Facebook has implemented changes that have impacted thousands of targeting options, causing frustration and difficulties for advertisers. This article aims to delve into the reasons behind these changes and provide three viable solutions to overcome these targeting challenges.

Introduction

Facebook's decision to remove specific targeting options relates to sensitive topics, such as health, race, ethnicity, political affiliation, religion, and sexual orientation. While this decision aligns with the need to address controversial issues, it has also resulted in the removal of targeting options that don't necessarily fall into these categories. As a result, advertisers are facing obstacles in reaching their desired audience effectively.

Changes in Facebook Targeting

Advertisers using the Facebook Ads Manager have been encountering issues finding their usual demographics, interests, or behaviors for targeting in their campaigns. The vast number of previously available targeting options have now disappeared, making it challenging to execute successful campaigns. This has led to frustration and a need for alternative solutions.

Facebook's Announcement on Targeting Options

Facebook's parent company, Meta, announced the removal of detailed targeting options related to sensitive topics. While this decision was anticipated, Facebook went beyond these sensitive categories and eliminated numerous targeting options that leave advertisers striving to navigate the new ad landscape. This removal of targeting options has made advertising on Facebook significantly more demanding and time-consuming.

The Impact on Facebook Advertisers

Advertisers who heavily relied on detailed targeting options are now struggling to achieve the same results. Many marketers face the dilemma of finding relevant targeting options, especially with the exponential reduction in choices. This shift has disrupted advertising strategies and necessitates the exploration of alternative targeting methods.

Solutions to the Targeting Changes

Fortunately, there are three potential solutions to mitigate the impact of the targeting changes imposed by Facebook. These solutions include leveraging look-alike audiences based on different audience segments, embracing broad targeting or open targeting, and creatively targeting other detailed options using media outlets.

Look-alike Audiences Based on Different Audiences

One solution is to create look-alike audiences based on segments other than those previously used. This approach involves creating a custom audience, such as website visitors or app users, and generating a look-alike audience that closely matches the behavior of those existing customers. This method allows for the targeting of individuals who share similarities with established customer bases.

Broad Targeting or Open Targeting

Broad targeting is another option for advertisers who possess products or services with mass appeal. This strategy involves not using any detailed targeting options and instead giving Facebook an extensive audience to reach. By targeting a broad audience, advertisers increase the probability of reaching potential customers who may convert based on the product or service's widespread appeal.

Targeting Other Detailed Targeting Options with Media Outlets

If specific targeting options have been eliminated, advertisers can think outside the box and target other avenues related to their desired audience. For example, instead of directly targeting specific religious affiliations, advertisers can target media outlets that the intended audience is likely to follow or engage with. By focusing on the media consumed by the target audience, advertisers can still reach their desired demographic indirectly.

Look-alike Audiences and their Benefits

Utilizing look-alike audiences provides several benefits. These audiences allow advertisers to reach new and potential customers who share common characteristics with their existing customer base. Look-alike audiences can be a powerful tool for expanding reach and achieving higher conversion rates. By leveraging Facebook's algorithm, businesses can identify users with similar preferences, behaviors, and interests to their existing customers.

Using In-App Sources for Look-alike Audiences

Facebook's recent iOS 14 changes have made pixel tracking less reliable. Advertisers can rely on in-app sources, such as video ads, Instagram engagement, or lead generation campaigns, to create custom audiences for look-alike targeting. By utilizing actions performed on Facebook and Instagram, advertisers can build look-alike audiences that remain effective even with reduced pixel tracking accuracy.

Understanding the Impact of iOS 14 Changes on Pixel Tracking

The iOS 14 changes have affected the accuracy of tracking through pixels. This shift makes it crucial for advertisers to adapt their targeting strategies to accommodate these limitations. By relying on in-app sources and broadening targeting options, businesses can overcome the challenges posed by iOS 14.

Creating Custom Audiences and Look-alikes

Creating custom audiences is the first step in utilizing look-alike targeting effectively. By collecting data from website visitors, app users, and other engagement actions, businesses can establish a baseline for their desired audience. This data is then used to generate look-alike audiences that closely resemble the existing customer base.

Broad Targeting for Mass Appeal Products or Services

Broad targeting presents an alternative approach for advertisers whose products or services have broad appeal. Instead of relying on specific targeting options, advertisers can opt for broader audience parameters in their campaigns. This strategy allows for more expansive reach and enables businesses to tap into a wider pool of potential customers.

Considerations for Testing Broad Targeting

Before implementing broad targeting, there are a few key considerations. The appeal of the product or service should be assessed to ensure it has mass appeal. Additionally, the maturity of the Facebook ad account plays a significant role in the success of this targeting strategy. A well-established account with a substantial volume of conversions is more likely to yield positive results with broad targeting.

Targeting Other Detailed Targeting Options with Media Outlets

When specific targeting options are no longer available, advertisers can think creatively and target media outlets that their desired audience engages with. By targeting the media preferences of the target audience, businesses can indirectly reach the desired demographic and achieve successful outcomes. This approach requires understanding the media consumption habits of the target audience to effectively select the appropriate media outlets for targeting.

Conclusion

Despite the removal of several targeting options on Facebook, advertisers have viable solutions to overcome these challenges. By leveraging look-alike audiences, embracing broad targeting, or creatively targeting other detailed options using media outlets, businesses can regain the efficiency and effectiveness of their advertising campaigns. These solutions provide opportunities to adapt and succeed in the ever-evolving advertising landscape on Facebook.

Start your free trial today!

Try Pipiads free for trial, no credit card required. By entering your email,
You will be taken to the signup page.