Facebook Ad Targeting: What Marketers Need To Know To Do It Right

October 26, 2016

Do you believe you have a solid grasp on Facebook ad targeting?

Did you know most marketers have barely scratched the surface?

Advertising on Facebook is so much more than boosting posts. From custom audiences, to lookalike audiences, the targeting opportunities on Facebook are seemingly endless.

This week on the Social Media Social Hour, we chat with Justin Kistner about Facebook ad targeting: what marketers need to know to do it right.

Let’s do this!

About the show:

The Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I share tools that I personally use to help me with social media management, sales, marketing, accounts management, and productivity. The Social Media Social Hour is presented by Tack – Power your marketing with authentic content from customers and fans.

In this episode, here is what you’ll discover:

About Justin Kistner:

As the VP of marketing for Mixpo, Justin drives branding, lead generation, and product marketing.

Justin previously managed product at Spruce Media, and served as the Director of Social Products at Webtrends. At Webtrends he drove the development of social products, their Facebook Analytics, and their Facebook campaign solutions. He established Webtrend’s partnership with Facebook, making them 1 of 10 to have three+ badges out of over 230 PMD members.

Justin contributes to tech publications including Mashable, VentureBeat, and ReadWriteWeb. He has been featured as a speaker at conferences like OMMA Global, Web 2.0 Expo, Blogworld, eMetrics, and Social Fresh.

Mentionable Quotes by Justin Kistner:

  • “Everyone thinks interest based targeting is the secret sauce. It’s about setting your Facebook up in a way to let the algorithm drive your targeting.”
  • “It’s more about conditional targeting over your list of keywords.”
  • “Detailed targeting is a combination of things Facebook used to talk about independently.”
  • “All of the profile-like attributes are found under the detailed targeting menu.”
  • “Detailed targeting is a good way to get an audience ad-flow started. It’s not where you should spend most of your money. Your money should be going into custom audiences and lookalikes.”
  • “Custom audiences is the absolute, greatest invention by Facebook.”
  • “The big invention from Google was keyword targeting. The big invention from Facebook is identity targeting.”
  • “Facebook states that they would never make one of your custom audiences available for someone else to target.”
  • “You can bid on abandoners at a more aggressive price point.”
  • “Exclude the people who have converted on your ads from your future ads.”
  • “Negative feedback hurts the quality score of your ads.”
  • “Lookalike audiences are made from custom audiences.”
  • “Lookalike audiences are why we don’t care as much about interest based targeting anymore.”
  • “If you have a high value segment, (like abandoners), override Facebook’s recommended bid and increase the amount.”
  • “Custom audiences are a form of retargeting.”
  • “How are you sequentially bringing someone through your campaign?”

Items/people mentioned in the show:


Justin Kistner‘s Social Media Six Pack:

  • Joey Harrington or Akili Smith? Joey Harrington
  • Best running back to ever come out of Oregan? Jonathan Stewart
  • Chip Kelly, should he never have left or thanks for the memories? He should have never left
  • Sweetest victory you ever witnessed? The Halloween night we beat USC
  • What was the biggest heartbreak of a loss? Stanford unexpectedly beat us in Austin
  • How many variations of Ducks jerseys do you personally own? 50% of the t-shirts I own are Ducks

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