Coming soon: Better Targeted Ads on Social Networks
Facebook and Twitter both have introduced enhanced and evolved behavioral capabilities to their ad products, enabling advertisers, marketers and brand folks to better target the social sites’ users.
Next week, Facebook will be offering brands an ability to ad retarget based on users’ email addresses, phone numbers and FB app user identities. This will enable marketers to reach Facebook users who are their current customers using their own customer data. The way I see it, it is like using your own customer emailing list and targeting the same customers for relevant offers, messages and more in the social networks. In my opinion, the most appropriate use will be around loyalty programs, bundled offers, and retention.
On a good note, businesses won’t have access to additional Facebook user data, according to Facebook.
B2B Magazine reports, with Twitter, advertisers are now able to target their Promoted Tweets and Promoted Accounts programs to users based on what they follow and retweet. As a user, it will allow me to have promoted tweets that suit my interests appear above generic ones.
There are 350 interest categories advertisers can choose from, including education, science, law and personal finance, which can be further broken down into additional topics. What is really interesting is that Twitter also is reducing the minimum price advertisers can bid for an ad campaign to one cent per Promoted Tweet, down from 50 cents.
There are few possible reasons for this new approach.
- the current program isn’t working at all and needed a refresh
- ROI and engagement numbers were below advertiser’s expectation and budgets
- volume play to match their significant mass reach in the small business space (the core group that originally made them successful)
The coming year will be a interesting one from Social Advertising point of view. Keep seated and stay tuned!
