New ad capability allows marketers to improve Facebook targeting

Published on
by Brafton Editorial
Facebook continues to refine its social media marketing capabilities with a new feature that allows businesses to assign certain ad content to users who Like specific pages or interact with posts.

A report from HasOffers detailed a new Facebook ad targeting option that will allow marketers to show specific content to users based on their activity. The update will benefit brands advertising on the platform, but it also serves as a reminder of the value of relevant content marketing across initiatives.

Facebook currently offers a series of targeting features to its partners, including the ability to show mobile users different content based on the mobile operating system they use. This newest feature will allow brands active in Facebook marketing to show certain ads to users that have Liked pages or interacted with shared content.

According to HasOffers CMO Peter Hamilton, the feature is not currently rolled out to all users. Moreover, some social media marketing campaigns have seen different variations of the options, the report suggests.

Hamilton also found that the tool is available only for companies promoting their Facebook page or content posted to it. For example, marketers cannot use the feature to promote their website or links to other pages.

Brafton recently reported that Facebook has become a more valuable social media marketing tool since the launch of Timeline. Engagement with social content has increased 46 percent since the new profile layout become available to brand pages.

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