Follow Jim Linkedin Twitter Facebook
Email Jim Email
Marketing & Sales
May 24, 2018

Facebook Ads: What’s Changing

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

In the wake of the recent Facebook data privacy scandal, the company is changing the way its popular Custom Audiences feature works.
 
If you’re a marketer who uses Custom Audiences to target specific populations, read on to find out what’s changing and how it may impact the way your business advertises on Facebook in the coming months.
 
You will no longer be able to leverage the third-party data sources found in Facebook’s Partner Categories. This data is sourced from big-name partners like Oracle and Experian. It allowed advertisers to reach prospects based on super-specific and personal information, like what kind of car they own, what tax bracket they fall into or where they work.
 
You will need permission to advertise to people – and are responsible for getting this consent. Advertisers can’t just upload any old list to Facebook and target those people with ads anymore. You’ll now need permission to advertise to specific people before uploading a list, similar to permission-based email marketing.
 
You can see who claims to have permission to advertise to you. As a Facebook User, you can take a look at the businesses with the ability to advertise to you because you “shared your email address with them or another business they’ve partnered with.” Go to Facebook’s Ad Preferences and scroll down to “Advertisers you’ve interacted with.” There, in the first tab, you’ll see those “who have added their contact lists to Facebook.”
 

The Upside

  • Facebook’s changes are all in the name of adding safeguards and holding users accountable for how they target prospects – a positive development.
  • Core targeting features are all still available – that is, anything that’s inferred through information shared directly with Facebook and in-app activity.
  • You can still remarket to people who have been to your website, assuming your privacy policy addresses this.
  • You can still create Lookalike Audiences based on your most valuable audiences.
Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.

Signal remarketing d02 jgartboard1
Ico insights

INSIGHTS

SPONSORS' CONTENT
Rob20beale2 311791810

The Key to Project Success

Rob Beale - W.M. Jordan Company
20180514 104209 51418120638

'I Hate...'

Steve Adams - School of Learning Arts
Chadwoutersheadshot

Disaster Relief: Employers Helping Employees

Chad Wouters - Earney & Company, LLP

Trending News

Benefits Spring Up In Florence’s Wake

Staff Reports - Oct 19, 2018

TRU Colors Included In South By Southwest's Next Lineup

Vicky Janowski - Oct 19, 2018

Wilmington Area Home Sales Fell 48 To 63 Percent During Storm Month, Report Shows

Cece Nunn - Oct 19, 2018

Insurance Industry Sees A Flood Of Claims

Cece Nunn and Christina Haley O'Neal - Oct 19, 2018

Building, Rebuilding Homes After Hurricane

Cece Nunn - Oct 19, 2018

In The Current Issue

Tourist Attractions On The Mend

As recovery efforts from Hurricane Florence continue, several area attractions remain damaged in her wake. Last month’s unwelcome visitor no...


Insurance Industry Sees A Flood Of Claims

As Ian Archibald awaited the arrival of a State Farm Insurance adjuster at his Wilmington home on Oct. 9, his mind was also on a much more d...


Cardinal Foods’ Growth Mode

Cardinal Foods LLC has expanded a market and operations for local farmers under the leadership of Corey Barnhill, founder, president and CEO...

Book On Business

The 2018 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2018 Power Breakfast - Dishing on the Restaurant Biz
2018 WilmingtonBiz Expo - Keynote Lunch with Eric Dinenberg, Rouse Properties
2017 Health Care Heroes