Facebook is trying to make its ad tools user-friendly. Last 01 July 2020, Facebook Ads Manager enabled targeting audiences based on their shopping habits. These include the users’ shopping activities like adding to cart, eyeing, and buying a specific product. Today, Facebook streamlines ad targeting options.
The update aims to make it easier to use targeting options that deliver the most value for brands. There are 1000 ad targeting options removed. These include redundant and unused categories. There are two examples cited by Facebook on this announcement:
- First, they remove the multicultural affinity segment. It’s because the section is too vague to be useful. Instead, Facebook encourages brands to use ad targeting options like culture or language.
- Second, the platform combines similar segmentation like military bases and regiments. Facebook combines both segmentation into “military” as they serve the same intent.
Facebook streamlines ad targeting options as of 11 August 2020.
Implications for Marketers:
It’s worthy to note Facebook’s move to streamline ad targeting options. This may have a little impact on advertisers. But, it’s best to be creative enough in knowing what options you have when launching ads. For marketers, such a move declutters unnecessary targeting. This means a more efficient targeting option and less wasted advertising.