For those of you running Facebook Advertising, you’ll want to listen up to the recent updates Marin Software recently announced. Perhaps, better known for their paid search management software, Marin’s partnership with Facebook has put them at the leading edge of performance marketing tools. Facebook advertising tends to require more time and upkeep due to the quick stagnation of ad copy and plethora of targeting options available. The use of an automation tool, such as Marin, to manage your Facebook advertising is a smart move – especially after announcing their most recent updates.
Facebook Zip Code Targeting
Advertisers can now target Facebook users in the US by zip code(s). The desired zip code(s) can be set onn the Group setting page as well as in the Audience Template setting page. The application also supports bulk upload of zip code(s) to both Groups and Audience Templates, with values separated using semi-colons.
Facebook Topics Targeting
Topics targeting (indicated by #) is a new variation of interests targeting. Facebook aggregates sets of overlapping interests into single, targetable Topics, allowing advertisers to reach more of their desired audience no matter how Facebook users may have chosen to express their interests. For example, “#Cooking” lets the advertiser reach interests like “cooking”, “cooking tips”, and “cooking and eating”. In contrast, “cooking” includes only the precise interest “cooking”.
Contrast that to the previously released Broad Category Targeting (which are Facebook-defined “targetable categories” that are composed of likes and interests, apps people use, Pages they like, and other profile content FB users have provided), advertisers can reach people who like “Cooking” with a single broad category selection rather than adding every culinary activity individually, as precise interests. A key usage difference between Topics and Broad Category Targeting is that the latter has been optimized only to reach English-speaking audiences.
The “Precise Interests” section of the Group settings page has been renamed “Precise Interests & Topics”. Advertisers can input Topics targeting in the same text field as Precise Interests. Facebook-recommended Topics are included in the Suggested Likes functionality.
Add Multiple Facebook Precise Interests & Topics
Quick Add button is a companion feature to the “Precise Interests & Topics” section of the Group settings page. Rather than having to input and select each term individually from the Precise Interests/Topics typeahead, the Quick Add feature provides a time-saving alternative that allows advertisers to input or paste in previously prepared and optimized lists of precise interest and topics targets when they are ready to create ads.
The terms should be comma- or line-separated. The App will automatically match and validate them against the available precise interests and topics from the Facebook API.
For those of your currently using Marin, I’d love to hear your thoughts on the new features and any impacts they may have had on your campaigns. For those of you considering a advertising management vendor, I hope this provides some helpful comparison points.