When you set up an ad on Facebook, you’re asked to choose your goal. That ad is then designed to help you be successful, whether that means driving sales on your website, getting people to install your app, or building your brand through Page engagement. But just as you’re given the option of creating a campaign around a specific objective, consumers who use the social network want ads to better reflect their interests as well. Last week, Facebook introduced ad preferences, a new tool that helps people learn about and control the ads they see on the platform. The company already detailed how this addition will benefit consumers in its Newsroom post, so we’re going to explain how enhancements to interest-based advertising will better serve businesses.
Enhancements and Preferences
[vimeo 97740886] Currently, you learn about people’s interests primarily based on their Facebook activity — such as the Pages they Like. But soon, advertisers in the U.S. will also be able to learn from people’s interests based on websites they visit and the apps they use. When your ads have great content and are well targeted, they get more Likes, comments, and shares which in turn makes them more powerful. Enhancing interest-based advertising with information from websites and apps people use will improve performance by ensuring your ads are delivered to the most relevant audience — the people who are the most interested in your products, and those who are most likely to respond. These signals will improve Facebook’s existing ad capabilities and be built into its existing interfaces. Let’s say that a consumer is thinking about buying a TV and starts researching TVs on the web and in mobile apps. Facebook might show that person ads for deals on a TV to help him or her get the …read more
Source: Sprout Social
