Facebook just released an interface change to the portal for Facebook ad creation to clarify the process and also to further set Facebook ads apart from Google Adwords. When creating ads, Facebook advertisers were previously asked to select “Keywords” but the field is now titled “Likes & Interests.” The term “keywords” is heavily associated with Google’s targeting based on search. This is confusing to new Facebook self-serve advertisers since Facebook ads aren’t based on search but rather are based on Facebook user profile information. This differentiation is extremely important for Facebook advertising and also what makes Facebook ads an incredibly powerful tool.
Research has shown that Facebook users depict their authentic personalities when creating their Facebook profiles as stated in the article The psychology of Facebook profiles. This isn’t surprising since users connect with their real, offline friends. Because user profiles reflect real interests, advertisers can not only create highly relevant ads but also create ads that lead to more qualified leads and generate higher conversion rates. For example, if a horseback stable in Kentucky wants to reach Facebook users, then the stable can target ads based on users who have listed “horseback riding” and other related terms in their profile information. Targeting also is more granular in terms of the ability to target by age, location (even by city), and relationship status among other options.
This is a smart move by Facebook to further set themselves apart from Google Adwords for its advertising network. Stay tuned to fbadz.com for more information on how to select keywords and create highly effective ads.