Facebook Adds More Accuracy to its Power Editor when Creating a Facebook Ad
Posted by Erin Ryan on March 6, 2013 at 8:30am
http://www.automotivedigitalmarketing.com/profiles/blogs/facebook-adds-more-accuracy-to-its-power-editor-when-creating-a
Comment by Alexander Lau on March 8, 2013 at 10:20am
http://www.automotivedigitalmarketing.com/profiles/blogs/facebook-a...
http://www.automotivedigitalmarketing.com/profiles/blogs/auto-news-...
Previously, it was way too freakin' generic, which probably suited Facebook just fine in that they were making more money, but at the same time wasting the efforts of their advertising customers.
It was a matter of time before they integrated this into their system. Basically, it's a matching tool, which they have always had (a weak predecessor), but previously was not built on a CRM integration level (importation of CRM dB's for use in customer matching). Having to match up customers or potential customer manually was a painstaking experience. I'll be interested in seeing how dealerships cope with this new requirement and what CRM's actively support them.
Custom audience targeted ads will be much more relevant than ads just targeted to a business fan’s or some biographical demographic. They can reach people who a business is sure purchased its products before, or that haven’t thanks to exclusionary targeting. Yes, businesses could just email these existing customers for free. However, Facebook can help them hone in on certain demographic segments of their customers by overlaying additional targeting parameters, and reach them vividly through the news feed instead of their dry inbox.
A car company with email addresses of its customers could target “buy a new SUV” ads to people who bought an SUV 5+ years ago, while targeting “Find nearby charging stations” to those who recently bought an electric vehicle.
IMO, it's a ploy by Facebook to sell more ads through customization techniques, which is smarter than what they were doing. It should have better results for dealerships, especially since most of them have a CRM of some type that exports out CSV and/or XML for importation into the Facebook Power Editor.