Hey people, if you’re here, then that means you’ve already checked out Part 2 and Part 3 of this 3rd section of a 4-part series combining AdWords and Facebook audiences. In this blog, we’ll be focusing on partner categories. So let’s get started!
What is a partner category in Facebook?
When you’re normally creating an ad set, you might find that some target options are referred to as Partner Categories, and they are discoverable when you look at the ‘Source’ section of the listing that you have.
In that case, Partner Categories are based on content that is provided by Facebook Marketing Partners thanks to the Audience Data Provider. This categories give you the opportunity to refine your targeting pertaining to information that was initially gathered by Facebook’s partners. This is normallt content on behavioral information such as home ownership or the purchasing history of a given lead. Partner Categories are especially useful for businesses that have limited access to any customer data or are unable to create their own Customer Audiences.
Benefits of Parner Categories
Hence, Partner Categories are made available to businesses targeting audiences based in Brazil, Germany, France, the United States, Japan, Australia, and the United Kingdom.
One should however note that Partner Category names will be displayed in the native or national tongue of the aforementioned countries. In addition to that, you have the option to submit a request for additional partner categories under the More Categories option. You can do this by sending a request to Audience Data Providers via the proper partner hotline.
- Acxiom,-Australia, UK, US, Germany, France
- Acxiom Japan-Japan data.
- CCC Marketing-Japan data.
- Epsilon-US data
- Experian, which can provide data from Brazil, Australia, UK and US
- Oracle Data Cloud (also formerly called Datalogix), US and UK data.
- Quantium, Australian data
Utilizing Partner Categories
So say for example you happen to be an advertiser using the services of a data profiling data such as Quantium. In that case, you will then have the opportunity to reach customers who fit the descriptions of a given target customer segment that is on Facebook.
Furthermore, if you are utilizing the services that is offered by some of these new Facebook partner categories, you will have the option to reach the categories on Facebook by selecting the Partner categories by request. You can get this option via a detailed targeting drop down option, which will then guide you to locate the ideal customer segment.
For example, suppose we want to target a specific customer segment by the name ‘Neighborhood prosperity’ that is centered on data profiling executed by a third-party provider.
You can first begin by tagging your ad sets by using UTMs and further creating RLSA specifically for AdWords.
In such a setup, you can utilize the list that you initially created in order to increase the odds for your current search campaign especially for those having Google searchers as some of their major target customers. They will certainly have relatable characteristics to the current customer base that you have and are highly likely to be converted. And that’s about it!