by Alexandra Oettler (comments: 0)
The use of Facebook advertising tools helps companies address potential customers based on interest. A lot is possible; safe, from a privacy point of view, not everything.
Overview of Facebook advertising
When placing a Facebook ad, the audiences that are shown the ad can be selected by location, age, interests, and other criteria. The company decides which type of people it wants to reach. This is intended to increase relevance for potential customers.
For this purpose, there are several options on Facebook:
- A Custom Audience is a group audience option for ads with which the advertiser can find its existing audience groups or customers among people using Facebook.
- With Lookalike Audiences, people can be found on Facebook who share characteristics with existing customers - for example location, age, gender and interests.
- Facebook Pixel: For example, if someone buys something on the corporate website or adds something to their cart, but does not complete the order process, the Facebook Pixel is triggered. Facebook Pixels provide detailed statistics about how people use the site.
- Audience Network: This tool enables a company to run their ad campaigns outside of Facebook, reaching audiences across websites and apps across devices.
Source: ISiCO Datenschutz GmbH