Did you see this today?
It’s in the ads manager.
You used to have just workplace targeting.
But now it’s expanded into 4 categories with subcategories.
Look at office type, for example.
If you’re selling enterprise software, like Marketo, you’d want to choose “corporation”.
But if you’re selling marketing automation software to small businesses, you’d choose “small office” or “home office”.
This is super cool for B2B marketers. Take any of your already performing ads and duplicate them, filtering down by these work categories.
We did have job title targets before, embedded in precise interest targets. But now it’s in its own bucket.
And now that it is, we can do combination targeting, which wasn’t possible before.
If you’ve always wanted to filter down by people who are marketing managers AND are high income AND like Eloqua, now it’s possible.
Before, you could only target folks who like Eloqua OR are marketing managers, which might be too big an audience.
For the ad geeks, feast yourselves on boolean logic here.
For the rest of us, continue to use workplace and job title targets to make sure you’re influencing the influencers, such as the press and industry folks.
Here’s a fun example:
We co-presented with Marketo at Marketo Summit on how Marketo drives leads using Facebook
We posted it on our blog and then ran ads targeting people who work at Marketo.
Less than 1,000 folks, but they’re all high quality.
Of course, we can target folks who like Marketo
And target folks who have job titles of “digital marketing” and “chief marketing office”, filtering by corporations:
We might even target folks who work at Eloqua, like Eloqua, work at Forrester, like Forrester, and so forth.
And to think that some people say that B2B lead gen via Facebook isn’t possible?
Hey, that’s more traffic for the rest of us!
