Facebook's testing out a new set of ad targeting options which could have significant impacts on the way you focus your Facebook ad campaigns.
Now, when you go to the Audience section of Facebook Ads Manager and you click on 'Create Audience', then 'Custom Audience', you'll see an option at the bottom of the Audiences listing, enabling you to target people based on 'Engagement on Facebook'.
(Image via Jon Loomer)
For most users, those options are as follows:
And these are all interesting options - you can target people who've taken specific actions on your Facebook Page, which, most likely, will be a more engaged group, as they're already interacting with your posts and ads (and worth noting, the first of these options was made available back in March, with Canvas ad interaction added to the listing in August).
But Facebook ads expert Jon Loomer has reported seeing a new option in this list, one which has significant potential for Facebook advertisers. Not all users have access to it yet, but as shown in the below screenshot, some can now target users who've interacted with their Page on Facebook.
(Image via Jon Loomer)
As noted by Loomer, the options on offer here are as follows:
- Everyone who's engaged with your Page (includes anyone who's visited your Page or engaged with your Page's content or ads on Facebook or Messenger)
- Anyone who's visited your Page
- People who've engaged with any post or ad
- People who've clicked any call-to-action button
- People who've sent a message to your Page
- People who've saved your Page or any post
The duration of these interactions can be anywhere from the last day to the last year - so you could create an audience of all the people who've visited your Page within the last week, or the last six months, for example.
There's a range of ways this type of targeting could be used. Targeting people who've actually engaged with your content means reaching a more interested audience, while the capacity to get down to more specifics, like those who've clicked your CTA button, provides even more ways to hone your focus and create more specific ad copy.
Loomer also notes that you can use these audiences as a basis for lookalikes - so you could, for example, create an audience of all the people who've visited your Page in the last year then build an audience of similar folk on Facebook to reach out to with your content.
(Image via Jon Loomer)
As noted, it's not available to all users as yet, but it does appear to be rolling out more widely. It's an interesting option which could provide a whole new way to look at how to target a more engaged audience based on a range of specific, on-platform factors.