Facebook is under the data and privacy spotlight. You know it. Your dog knows it. We all know it. In an attempt to shift control from businesses to the individual user, Facebook has been updating platform and policy features.
When you, the user, log into Facebook, you will see a variety of advertisements as you scroll through your feed. Why does Facebook target you for these specific advertisements? Well, that depends. But, users now have the ability to select and de-select what advertisements they want to receive. Does this mean your digital strategy is about to change?
The Facebook Update from the User Perspective
Facebook is giving users control over business targeting capabilities. Individuals can now see who is advertising to them and the different targeting categories they fall under through the ad preferences feature.
If the user’s ad preferences are not in line with what they want to receive, they have the ability to hide ads from specific companies.
Through ad settings, users can manage how they are targeted to – through data partners or through web activity and the content they have engaged with on Facebook.
- Data partners – Facebook partners with a huge network of websites, and through cookies, knows what sites you visit. Then, when you log into Facebook, advertisements from that specific site will show up on your feed. This feature makes Facebook look like a mind reader.
- Facebook activity – Facebook can also target users based on their activity and engagement on a platform. If you like posts about sports, you will likely see more sports advertising. If you comment on all of Progressive’s posts, Flo will show up on your news feed more often. Facebook finds common behaviors and content themes that you engage with, and then creates a social profile about you that includes interests, demographics and behaviors. Creepy and cool.
Facebook knows many of the websites you have visited and the type of content you have interacted with.
Facebook also allows targeting through custom audiences – a list of emails and contacts the business has legally obtained (customers, email marketing lists, etc.). Organizations can upload audience emails or phone numbers and target specifically to Facebook accounts associated with those emails or phone numbers. But, on July 2, 2018, businesses will have to disclose how they received audience contact information.
Now that users have so much power, how will businesses overcome?
Our Solution for Businesses
Now that we know what capabilities users have, we need to ensure that customer data is clean and accurate. We’ll have a very dialed in targeting approach – if you are going to create a target audience via Facebook Ad Manager, then you need to ensure that your content is reaching an audience that’s interested in receiving your information. And ensure that custom audience information was rightfully obtained.
Facebook ads have relevancy scores – a rating that indicates how appropriate an ad is for a specific audience. The higher the relevancy score, the better. The typical relevancy score for advertisements is 5-6 out of 10. Magneti’s clients have a relevancy score of 7-9 out of 10. It’s better to have an ad audience of 30,000 with a high relevancy score than an ad audience of 12 million with a low relevancy score.
With the ever-changing nature and evolvement of the Facebook data issue, we are focused on these three things when it comes to social advertising:
- Data cleanliness
- Accurate targeting
- Audience first content
As a business, you want to be as specific and accurate as possible when it comes to targeting so your users do not adjust their personal interests or ad settings and remove your company from all future advertisements. Questions? Reach out!