Over the past few months, Facebook has been focused on simplifying its ad products. The social network has already streamlined the number of ad units it offers, even making it easier to purchase an ad. Now the company hopes to simplify targeting by merging Precise Interests and Broad Categories in Power Editor.
Precise interest targeting lets advertisers define their ideal audience by what they’re interested in, using terms people have shared in their timelines. These can be drawn from their listed interests, activities, education, Liked Pages, and so on. Broad category targeting will display an ad to people who’ve included information in their timelines relevant to that category.
As you can see the two options are very similar, which some advertisers might feel is redundant. Now Facebook is alerting some Power Editor users that Precise Interest and Broad Categories will be combined into a single step, making it easier to select the audience that is most relevant to what’s being advertised.
It seems that the new interface is still being rolled out, so you might not see the combined targeting right away. Facebook also noted that only new ads will use updated targeting; your existing ads won’t be affected unless you make an edit in which case the size of current audience categories might change.
Targeting is a critical component of advertising, and Facebook isn’t without its options. In addition to simplified interests targeting, the social network recently added the ability to target people who’ve visited your website or app through custom audiences. This is a great way to reach people who started taking action, but didn’t follow through.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.