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What Facebook's recommendations are on partner categories– and how to juice the system

Published: March 11, 2014

Author: Alex Houg

One of the cool things of being part of the PMD and Ads API group is that we get announcements and recommendations from Facebook on new products, plus how to use them.
Partner category targets are powerful, as they tie offline data to Facebook profiles, like we discussed. But performance marketers have been complaining that they don’t drive direct conversion by themselves.
Of course not, since they’re really just deeper demographic and psychographic profiling, not immediate purchase intent triggers, like search.
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Strong for brand (CPG) marketers that want to be a bit more targeted.
But we think that using partner targets to help narrow down large audiences for performance marketers is smart, too.
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The logic behind optimized CPM and lookalike audiences should behave similarly, but sometimes you want to drive stick vs let the automatic transmission take over.
So oCPM in combination with partner and custom audiences is a targeting assist on your campaigns.
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The fact that you can use Datalogix to measure the retail lift from your Facebook campaigns (if you’re big enough), creates an interesting dynamic. If you’re targeting the folks who already match to Datalogix, then your Datalogix reports could show a nice lift.
Do you remember back in the day when you could target Alexa toolbar users to drive your Alexa rankings?
Facebook has been creating marketing materials that span across multiple verticals. We happen to be particularly interested in B2B and Tech.
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And even beyond the 1,000 public partner targets, there is the agency trading desk, for those who want to see how far down the rabbit hole goes. See Marty Weintraub for his magic combos there or be a member of a retargeting network to share data.
I’m surprised we don’t hear more about partner category targets, right?
Maybe people are too busy milking web custom audiences.

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