Facebook Ad Targeting Now By Language and Radius

By March 12, 2009

New targeting filters became available Wednesday through Facebooks Ads. Due to advertiser feedback, the social networking site altered its targeted display advertisements that inhabit the right column of its user interface. Typing a language, for example, Japanese, into the "Languages" box that is now under other demographic information such as location, age, education and relationship status, will bring up the estimated reach - in this case, about eight thousand US users that speak Japanese. Radius targeting applies within a certain mile radius of the specified location. This option is currently available within the United States, the United Kingdom, and Canada within ten, twenty-five, and fifty miles of the cities you select. With broader city targeting, advertisers can include cities within, for example, fifty miles of Miami, "which happen to be too numerous to cite” in the Facebook Ads note.

These are useful improvements from targeting simply by country and region. Since countries have multiple languages the results are likely to be much more successful. The same applies to the distance targeting, where advertisers simply would include cities in proximity to their original target location.

Nick O'Neill was not surprised by this development, as he posted in AllFacebook Wednesday that Google announced interest targeting the same day. This development reduced the value of social network advertising, previously the prevalent interest advertising forum. However, sites such as Facebook and MySpace still have the edge of other profile elements.

The Google announcement explains the AdSense technology currently in beta on partner sites and YouTube. The ads will associate categories of interest with Internet users' browsers, and as they continue to visit sites the viewed pages will keep the text and display ads to these categories. The post addresses questions of user choice and privacy with AdSense network features - ad transparency, participation choice and opt-out control.

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