Employer and job title targeting is back for Facebook ads

Facebook ad targeting by job title employer The withdrawal last year of a number of key audience targeting options was hugely frustrating for many Facebook advertisers. We know of client companies that cancelled their Facebook ads altogether and some even jumped ship to LinkedIn.

The good news is that Facebook has quietly bowed to pressure and reinstated them as options.

We at The Digiterati did some AB testing for one client a year or so ago splitting a duplicate B2B campaign targeting by job titles and employers between Facebook and LinkedIn. The results were overwhelmingly better on Facebook. Not only was the CTR significantly better but the Cost Per Click was massively lower too.

We’re therefore delighted to be able to again target employers and job titles (as well as a tranche of other options) using Facebook ads. Facebook is a great medium for Business to Business advertising. Even business people have Facebook profiles, and, honestly, how many of you actually spend that much time on LinkedIn? Even if you do, the ad options are so inferior to Facebook.

We’ve used these categories effectively in many client campaigns in the past (and as a business selling services to Facebook Page Admins we’ve even used them ourselves).

This is great news as it means tighter targeting options, less wasted ad spend and fewer irrelevant ads on news feed.

The new/reinstated options include:

  • Page Admins: Behaviors Targeting > Digital Activities > Facebook Page Admins
  • Employer Targeting: Demographics > Work > Employers
  • Job Title Targeting: Demographics > Work > Job Titles
  • School Targeting: Demographics > Education > Schools
  • Field of Study Targeting: Demographics > Education > Field of Study

If you are not seeing these options yet do be patient. They are rolling the changes out across ad accounts.

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Marie Page

About Marie Page

Marie Page is one of the UK’s leading Facebook marketing experts. She is a founding partner of digital marketing consultancy The Digiterati and the Digiterati Academy e-learning portal for marketers and entrepreneurs. Her award-winning Master's Dissertation was the culmination of three years' academic research into Facebook that resulted in a book (and companion online course) 'Winning at Facebook Marketing with Zero Budget' that became an Amazon bestseller. Marie's work on the Facebook News Feed algorithm was featured in The Huffington Post. A recognised thought leader on social media, Marie is often approached by journalists for comment in articles such as this Telegraph article. She was also interviewed for ITV's Tonight show on Facebook privacy issues in relation to advertising. Marie is a regular guest on digital marketing blogs and podcasts including Social Media Examiner and Smart Insights. In 2018 she is speaking at Brighton SEO, Europe's biggest search and marketing conference. Marie is also author of two Smart Insights books: 'Smarter Guide to Facebook Marketing', now in its fourth edition, and 'Facebook Ads Guide', both edited by Dr Dave Chaffey. Marie is also a part time yoga teacher.