Facebook’s targeted ads have been a matter of fascination since the mid-2010s, which has led to plenty of suggestions and speculation on the reason for the continued occurrence.
Ever logged on to Facebook and noticed that every commercial that you scroll past is related to the same product by a different company? Moreover, should one search for a certain product on Facebook, your timeline is then flooded with options of the product or service that you previously searched for on the platform.
The occurrence is explained as targeted marketing. It has become common knowledge that most social media platforms use algorithms to optimise an individual’s search engine. For instance, if an individual likes to search for marriage-related content on Facebook, the individual’s social media feed will begin to suggest similar or related content.
Facebook Ads was created to optimising this fact. Facebook Ads offers two primary options, including Product Ads and the Facebook Collaborative Ads. Facebook details the aforementioned options as follows:
Facebook’s Product Ads
“Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc. (Additionally), advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best-selling products. Or they can create a multi-product ad that highlights the different benefits of a single product.”
Facebook Collaborative Ads
“Facebook collaborative ads make it simple and safe for retailers to empower brands to run performance marketing campaigns for their products, driving sales on the retailer’s website or mobile app. Retailers who are set up with dynamic ads can create a segment of their catalogue consisting of a brand’s products. Brands can use this catalogue segment to run dynamic ads that show the right products to people who have shown interest in them on the retailer’s site, app or elsewhere on the internet.”