Introduction

Question 1

According to Nielsen Digital Ad Ratings, how effective is Facebook’s audience targeting in comparison to other platforms?

Answer 1

According to Nielsen Digital Ad Ratings, internet targeting globally is only 65% accurate at reaching broadly defined audiences.3 Facebook is 85% accurate in broadly targeted global campaigns—and up to 90% accurate for US campaigns combining age and gender.4

Question 2

Facebook provides three distinct targeting strategies for marketers. What are they?

Answer 2

Core Audiences: Target ads using Facebook data.

Custom Audiences: Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know.

Lookalike Audiences: Surface new audiences by combining Custom Audiences with Facebook targeting.

Question 3

What is the default Ad targeting option? &

At what level does targeting occur?

Answer 3

The default Facebook ad targeting option is Core Audiences.

Targeting happens at the ad set level, and audiences can be broken out into separate ad sets when you’d bid differently to reach each audience.

Question 4

When building Core Audiences, you can opt to include or exclude people from your target audience based on what attributes?

Answer 4

Demographic targeting draws from information that people share publicly on Facebook about their education, political views, family/relationship status, life events, career, and more.

Location targeting allows marketers to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are, whether they live in a location, are new arrivals, or just visiting.

Interest targeting focuses on consumer and lifestyle categories such as fitness, fashion, or hobbies.

Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app.