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For those of you who spend any amount of time using Facebook advertising and targeting specific audience segments I think you’ll be really excited about this latest change that Facebook is made. We saw this change in the Business Manager account in previous weeks, and now it is on your Ad Manager when you create new ads.
The change you will see, is that now, when creating audience targets, you have the option to narrow your audience with multiple demographic and behavioral selects. Now these categories have always been here, but in the past, you had to add multiple selects together, in what we would call using an OR operand. Meaning, if you selected “Married”, and then “Incomes $100,000 and higher”, what you were really getting is a combined audience of all Married people and all People with Income $100K+ (represented in the chart by the red, yellow and orange areas combined).
What you were likely hoping for was to reach married people who were also high income, (the orange only area) but previously this was not an option. So while you could target the combined audiences of these two segments, you also hit those extra audiences of people who were only married or only high income – much less efficient. With the new options, you can narrow your audience to exactly what you want (in this case the orange segment above), and you are not limited to just two parameters. You can continue to narrow your audience until it gets so small it is too small to target. For example, you can target married people, with high income, who own a Toyota, and that Toyota is older than 2 years…pretty specific.The targeting options are shown in the image below, and you will see you also have the option to EXCLUDE audiences. So if I want to reach all Toyota owners, but leave out people who just purchased a vehicle in the last 6 months, I can exclude that audience. Your options to reach very specific segments with Facebook targeted ads have increased dramatically. By adding this “AND” option to targeting, your ads can be much more efficient so you reach only the audiences you really want to see your ad, and if they are well targeted, response rates should increase as well.