BIG DATA

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Bookmark It! Handy #Facebook Partner Categories Visual Guide

Reason number 87 we love Facebook’s Power Editor: It’s the source to access the latest, greatest targeting options… Facebook Partner Categories! The release and excitement of Facebook’s Partner Category targeting, Datalogix, Acxiom, and Epsilon, has been widely covered. Here, we’re laying out the new Facebook targeting visually because: 1) It’s been requested, and 2) Seeing the category targeting laid out is downright HANDY for Facebook advertisers. It makes choosing the targeting much easier than with Facebook’s threaded drop-down within Power Editor.

Grab your hats, here we go!

aimClear-Social-Targeting-Facebook-Partner-Categories-in-Power-Editor

See what we mean? Difficult to view targeting all at once.

Datalogix

Facebook’s been in cahoots with Datalogix since 2011, when they began working together to tie Facebook ad performance to real-life, off-line purchases. Now, marketers can tap into Datalogix’s sweet inventory of Big Data, which ranges from vehicle owners to those in-market for vehicles, demographics, lifestyle, consumer packaged goods (CPG), retail, and subscriptions services.

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-01-Aftermarket-Vehicle-Purchases

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-02-In-Market-Body-Style-Vehicle-Purchasers

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-03-In-Market-Vehicle-Make

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-04-In-Market-Used-Body-Style

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-05-In-Market-Make-Used

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-06-Motorcycle-Owners-Types

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-07-Near-Market-Vehicle-Purchasers

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-08-Owner-Targeting-Vehicle-Body-Style

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-09-Owner-Targeting-Vehicle-Make

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Polk-10-Target-By-Vehicle-Price-Age

The inventory is GIANT, right?! But, wait, that’s only the Auto category. There’s more:

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-CPG-01-Bakery-Baking-Beverage-Cereal-Children-Food

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-CPG-02-Condiments-Dairy-Egg-Frozen-Gift-Grocery-Health-Food-Buyers

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-CPG-03-House-Supplies-Meat-Medication-Personal-Care-Soup-Sweets-Snacks

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Demographics-01-Travel-Hobbiles-Veteran

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Lifestyle-Moms

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Retail-Electronics-Home-Improvement

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Retail-02-Mens-Womens-Fashion

aimClear-Social-Targeting-Facebook-Partner-Categories-DataLogix-DLX-Subscription-Services

Phew!

Acxiom

While drastically smaller than Datalogix, Acxiom has really interesting targeting options for those in the B2B space (Hello, “Job Roles!”) and demographic information, which includes a user’s property value. This could be extremely useful to advertisers selling luxury or big ticket items. Shoot, we were already pretty jazzed to be able to target, definitively, users with homes, let alone based on property value!

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-01-Demographics-Home

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-02-Financials

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-03-Job-Role

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-04-Purchases

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-05-Vehicle-Purchase-Propensity-Brand-Likely-to-Buy

aimClear-Social-Targeting-Facebook-Partner-Categories-Acxiom-06-Vehicle-Purchase-Propensity-Type-Likely-to-Buy

Epsilon

Sounds like a Bond code word, huh? Though smaller than Axciom, and a dwarf in comparison to Datalogix, the targeting with Epsilon is pretty bad @$$ with even more occupation targeting. Epsilon also includes business types, among other drool-worthy targeting.

aimClear-Social-Targeting-Facebook-Partner-Categories-Epsilon-01-Business-Occupation

aimClear-Social-Targeting-Facebook-Partner-Categories-Epsilon-02-Financials-Lifestyle-Interests-Purchase-Transaction-History

There you have it, Facebook’s Partner Categories mapped out visually. We advise advertisers to dive in the category pools, Facebook Broad and Partner, often as new data may become available!

Post image photo credit: © michelangelus – Fotolia.com

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5 Comments

  1. Barry Tubwell on May 15, 2013 at 6:46 pm

    Very well played Merry. I “Looked” at this before but your blog post brings it into a whole new (and exciting) light. Thanks for sharing.

  2. Jim on May 16, 2013 at 9:23 pm

    Fantastic. Thanks for posting.

  3. Jereme Thomas on May 20, 2013 at 11:23 am

    Wow. The advertising potential with this is huge. Facebook is starting to leverage the massive amount of data it has.

  4. Arun on June 5, 2013 at 12:20 am

    Marty,

    I have read your book and the information on it is fantastic. I did however have a question on Interest targeting in ads

    e.g. I see “#Game of Thrones” and “#Game of Thrones (TV Series)” would selecting just “#Game of Thrones” target both sets of users?

  5. Merry Morud on June 5, 2013 at 9:00 am

    Hi Arun,

    Glad to hear you are enjoying Marty’s book :) If I remember correctly, Topic Targeting (which is indicated in Facebook by the “#” in front of some interests) rolled out after publication. The # will add the interest at a topical level instead of hand selecting (potentially) dozens & dozens of precise interests with varying permutations. Eg #Cooking will encompass precise interests such as “cooking for friends” “cooking eating” etc.

    In the case you shared, it looks to me like #Game of Thrones would target users who have liked the book seriers, where #Game of Thrones (TV Series) is users who have liked the HBO Series. Likely there’s a great deal of overlap for these two, with subtle differences. I would select them both unless you need to make that targeting distinction (book vs show).

    Here’s some more information: https://www.facebook.com/help/162540503823079/

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