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Evolution of Facebook Audience Targeting

Facebook is revolutionizing digital ad targeting through what they are coining “Audiences” as the umbrella term with a variety of technical ways to target people, not cookies based on digital behaviors. The “move fast, break things” culture that Facebook embodies could not be more true in terms of the advancements made to the array of targeting features introduced to their ad platform this year.

This Infographic by Opnia, a social advertising and mobile app dev agency,provides a detailed overview of the evolution of Facebook audience targeting. As you can see the targeting opportunities to splice and dice your messages to a highly relevant audience are endless. And now with Facebook’s improved analytics tool “audience insights” advertisers can upload email data to garner social insights about their customers. This tool can be used in a variety of ways for research and content marketing, but main focus is to improve targeting through Facebook advertising.

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Social Media - Attract Lead with Facebook

#1: Attract Leads With Facebook Offers

If you’re looking for a new way to attract quality leads using social media, try Facebook Offers.

Facebook Offers are a type of Facebook ad, but they work a bit differently than a traditional Facebook Ad. You can set them up directly from your Facebook Page (no need to go into the Ads dashboard) and they can be created for offline and online businesses.

Although you can use them for many different promotions, I’ve seen the highest conversion rates when marketers use Offers to attract quality leads.
juice offer

Here's an example of a lead generating Facebook Offer.

Here’s why they work:

Offers are promoted in the news feed (as opposed to being placed in the right-hand column on Facebook where you usually see marketplace ads). Ads in the news feed can get up to six times more engagement than ads in the right-hand column on Facebook.

You can hyper-target your Offers to ensure that only the Facebook users who will have a genuine interest in your brand see them.

When a user clicks on your Offer in the news feed, Facebook sends that user an email to their personal email account outside of Facebook. That means that your Offer is not only seen on Facebook, but now you are getting into the email boxes of interested prospects.

When prospects open their email, they will see a link to your website or an opt-in page (wherever you choose to send people to claim your offer).

See how powerful Facebook Offers can be? Not only do you get optimal exposure in the news feed, you also get into personal email boxes and you can hyper-target each Offer. The way I see it, Facebook Offers are a triple threat!

Amy Porterfield, social media strategist, co-author of Facebook Marketing All-in-One for Dummies - as seen on Social Media Examiner.

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