Facebook's Ad Platform Test: No Keywords Allowed

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mediaaff

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Jun 17, 2009
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Facebook is conducting a test with a small set of advertisers where keyword targeting is disallowed during ad creation, according to AllFacebook.com. Rather, the test group is utilizing a new broad-category targeting feature. More specifically, a blog post by online marketer David Oh states advertisers will not be able to zero in on Facebook users who "like" a particular music group such as "The Beatles." Instead, they will be able to target people by the "Music" category in terms of their shown interests.
ClickZ asked the Palo Alto, CA-based social site to respond to the claims. Via an e-mail, a Facebook spokesperson said, "We are always testing new ways to improve our advertising systems. We have no further details to share at this time."
Meanwhile AllFacebook.com published Facebook's response to an advertiser inquiry about the possible changes:
Hello,
Thanks for your email. Broad Category targeting is intended to help advertisers more easily and accurately reach their desired audience using categories rather than individual targeting criteria. This option is currently being tested among a limited set of advertisers. Unfortunately, it’s not possible to opt out of this test.
If you have any other questions related to Facebook Ads, please feel free to let me know.
Thanks for contacting Facebook,
Annie
Online Sales Operations
Facebook
​
Lastly, according to AllFacebook.com, there's speculation that Facebook may plan to offer keyword targeting only to marketers who are willing to pay for access to the platform's ads API. Such a move could theoretically make Facebook.com ads more expensive for small marketers.


Facebook's Ad Platform Test: No Keywords Allowed | ClickZ
 


mediaaff said:
This option is currently being tested among a limited set of advertisers. Unfortunately, it’s not possible to opt out of this test.
Click to expand...

The limited set (previously) using automated ad submit tools. If FB works at it hard enough should be able to eliminate all their advertisers who run profitable campaigns.
 
I think they're just trying to make it easier for small business owners to "target". Targeting by likes and interests would probably overwhelm them from creating a campaign, so instead they can just choose some broad category. Also as Jcash said, it stops people from running profitable campaigns - ie affiliates.
 
juntao65 said:
I think they're just trying to make it easier for small business owners to "target". Targeting by likes and interests would probably overwhelm them from creating a campaign, so instead they can just choose some broad category. Also as Jcash said, it stops people from running profitable campaigns - ie affiliates.
Click to expand...

Yea, that's what I was talking about in the Facebook Ads thread. That FB could care less about performance based advertisers.

Either way, as much as I know, I heard that now when creating an ad you'll see this option:

"Switch to Precise Interest Targeting"

So you could target based on category or switch things back to how it was before.
 
They are just following the big G. Making things more complicated, more expensive. They want to get rid off affiliate marketers all together. They don't want to see huge boobs, free scams on ads anymore. They just want the retarded small business owners who are after a few new customers. Why? Because those customers barely know how to use a computer, leave aside bid shifting, split testing, campaign optimizing. For now, they need us to jack up the cost per click. Once $2.50-$3 becomes standart, they will kick us all out. Just like google. Any keyword that has a little bit search volume is at least a dollar on google now.
 
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