Facebook continues to offer brands more powerful solutions for reaching users on the impressive platform.
Now that there are nearly 2 billion active users on Facebook, brands have more opportunities than ever before to reach a large audience, but they also have more challenges for cutting through the crowd and reaching the right people. Facebook has responded by offering new targeting options and ad opportunities.
Dynamic Ads are essentially a retargeting tool that lets brands show ads to people who have already looked at their website or their Facebook page. The ads were introduced in 2015, and they let brands choose targeting for audience characteristics and behavior, such as where they are in the shopping journey.
Essentially, dynamic ads have looked at demographics and Facebook behavior. Now, Facebook has made these ads even more powerful by giving them more targeting options. Here’s what to expect from Facebook dynamic ads 2017:
You can learn a lot more about a person based on what sites they have been looking at rather than just that they have looked at one site.
This is at the heart of user-intent advertising, and Facebook is using it for its dynamic ads. The technology is not as advanced as what you’ll find with some other tools, but it does make dynamic ads more effective.
The goal is to reach audience members who are interested in your product even if they haven’t already looked at your products or your website. For example, if someone wants to buy a new camera, they may have looked at review sites offering information about different models or they may have even looked at cameras for sale on a competitor’s page. But they haven’t visited your site.
In the past, you would only be able to retarget if they had looked at your site. Now you can target them based on their related browsing activity. You’ll be able to reach an audience member you couldn’t before, and you might even be able to get a sale that would have gone to a competitor.
Dynamic ads offer you the ability to get much better results in the coming year.
Facebook User Behavior
Facebook has a treasure trove of data about its users, and you will be able to use a lot of it to better target your ads on the platform.
Facebook knows just what users are “liking,” what pages they are looking at on the site, where they are commenting, what they are sharing, and who they are following. All of that is compiled to create a complex user profile that tells Facebook and advertisers who people are demographically, what they are interested in, their personal beliefs, and more.
As a marketer, you can use that to get more from your ads.
For example, if you are promoting a preschool, you want to look beyond just parents in your geographical region. You also want to look for parents who share some of the same ideologies that your school embraces. If you are a secular preschool, that may mean looking for parents who have liked atheist or humani st pages, who have posted in criticism of religious education, or who have followed secular activists.
You have to think beyond a simple match game and consider what behaviors your audience members might engage in to find them.
Of course, Facebook offers a lot of information about demographics to help you get more from your ads.
People are asked to fill out this information when they create their profile, such as their age, sex, marital status, location, race, language, educational level, work, religious beliefs, and political ideology.
Not everyone fills out this information – in fact, many don’t – but Facebook is still able to compile it based on the activity of users on the site. For example, someone may not fill in that they are Mormon, but they may like their local church’s page or the page of a nearby temple. They may follow church leaders, or they may share posts from the Mormon Tabernacle Choir.
Facebook looks not only at these types of behaviors but also their frequency to determine reasonable certainty about a user’s demographics. You can use this information to create better targeting options so you can be sure the right audience is seeing your ads.
Facebook will continue to be a great place for marketers to reach their audiences, whether they are engaged in organic branding campaigns or they are buying ads on the site. Dynamic ads helps brands get results faster by giving them more targeting options to focus on only those audience members most inclined to want or need their product or service.
Check out the targeting options for Facebook’s dynamic ads and start tweaking your next campaign. With the right choices, you can increase your return without increasing your efforts or your ad spend.