Facebook Manager is a platform that changes very often. So, if you are advertiser who utilizes Facebook Ads, you can see those changes in the user interface almost on a daily basis.
Facebook Ads Power Editor is the tool that you need to check first if you want to try new things. I think that Facebook tries new options first at the Power Editor and then they implement those options into the standard Facebook Ads Manager.
There are options that with the standard Facebook Manager you can’t do, and with the Power Editor you can.
Just one week before writing this article, there was option to Exclude audience by interest or behavior only in the Power Editor. And now, I can see that option with a completely different way of creating Facebook Ads into the Facebook Manager, too.
But first, let’s talk about Targeting Problems.
Facebook Ads Targeting: Exclude Interest Targeting Problem
Now, I will define the problem.
If you use Facebook Advertisements a lot, like myself, you certainly have met the problem of exclusion.
Everybody knows that you can target people by interest on Facebook. This type of Facebook targeting gives more and more power from day to day.
You can even target somebody else’s audience, if you choose their Facebook Page.
But, there is one more type of targeting, like Behavior Targeting. In this category, there are listed targets, by People’s behavior on the Facebook Platform. Very often these two types of targeting are interlaced, but in some cases it’s good to have both of them.
What was missing there was Exclusion between this types of targeting.
- If you target by interest: Business and Industry > Architecture
- and you want behavior: Travel > Currently Travel
it mean that your selected Audience is: people interested in Architecture that are traveling at the moment.
|Interest (Architecture)||Behavior (Currently Traveling)||Architecture and Currently Traveling||Architecture and Currently NOT Traveling|
|Potential Reach:||72,000,000 people||6,200,000 people||2,300,000 people||70,000,000 people|
Before the last targeting changes, there were no Facebook Targeting option to target people with interest on Architecture that are not travelling at the moment. Now, Facebook enables this option, first implemented into the Power Editor, and then into the Facebook Ads Manager, too.
Vertical versus Horizontal Facebook Ads Targeting
Why was it very important to have exclude options in Facebook Ads targeting? Because of Vertical and Horizontal targeting.
Back to marketing basics 🙂
What does this mean?
Vertical market targeting means that you can target people by their Industries, like:
- Banking and
Horizontal means that your Audience is distributed among several Industries.
For example, horizontal targeting is selecting all CEO managers, or everyone with College degree.
So, back to the problem.
Everyone knows that United States is very competitive market and the whole world wants to advertise on that Market Online. One of the horizontal targeting is Small Business Owners. Lot of advertisers want to target this Audience all over the world.
This is a category that many advertisers target and want to sell products to them. So, the competition for this target is very high.
If you want to test targets don’t choose Horizontal targeting. Instead, choose Vertical market targets for testing!
Don’t put $5 or $10 to test horizontal market. Because of the very high competition, your campaign will have little impressions, or in the worst case no impression at all.
Also, when someone targets Vertical Market, some part of this Audience belongs in some Horizontal Market, too. So, it can happen, nobody to target Horizontally, but all people to be covered from it, because it is targeted on Vertical Markets.
From the picture above we can see that if advertisers target by vertical markets, they will cover people from horizontal markets. For example, if someone targets V1, 30 people will be covered from horizontal targeting. If someone targets V2, then 20 people will be covered from horizontal targeting etc…
So, if there are advertisers that are targeting V1, V2, V3, V4 will cover all people from horizontal targeting even though there is no one targeting horizontal.
From this, we can conclude that horizontal targeting may be more competitive than vertical and whenever you can escape horizontal targeting, exclude it.
Theoretically, you can gain better Facebook Ads results if you exclude or remove horizontal market from your targeting.
Now, with the Facebook Ads recent changes you can easily Exclude unnecessary Horizontal targets from Vertical targets.
For example, I realize that horizontal target “Small Business Owners” is highly competitive and if you don’t necessary need to target this market, you can exclude it from your Vertically targeting when you are creating Facebook Ads.
If you have some objections or some other similar findings please comment your thoughts.
Read more about Facebook Ads:
- Facebook Ads cost: What is good CTR or How much to pay for Website Clicks?
- Facebook Ads: New Facebook Pixel
- What to expect for Facebook Ads CPC (Cost Per Click)
- Facebook Advertising Tips 2015
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