1. Facebook Advertising Source:
(1) Sonny Ganguly, 2015 “Why Social Media Advertising Is Set To Explode In The Next 3 Years,” URL:

2. Advanced Targeting – introduction
Social media advertising is able to target your audience in a wider variety of ways than other online platforms.
Because social networks gather such a larger amount of user information
Stretching beyond general demographic and geographic data
Social media advertising has opened the door to deeper interest, behavioral and connection-based targeting methods.
Advanced targeting options increase your ad’s relevance to your users and provide a level of personalization that is not achievable on other advertising channels
Source: Sonny Ganguly, 2015 “Why Social Media Advertising Is Set To Explode In The Next 3 Years,” URL:

3. Advanced Targeting – Options (1)
Four advanced targeting options:
Interest targeting: Reach specific audiences by looking at their self-reported interests, activities, skills, pages/users they have engaged with, etc. Interest targeting is often related to keyword targeting, so some platforms will allow you to enter both. Interests can be as general as an industry (e.g. automotive industry) or as specific as a product (e.g. convertibles). Offered by: Facebook, Twitter, LinkedIn (under “Skill”), Pinterest.
Behavioral/Connection targeting: With behavioral targeting, you can reach people based on purchase behaviors or intents and/or device usage. With connection targeting, you can reach people who have a specific kind of connection to your page, app, group, or event. Both types of targeting take past behavior into account to help you determine intent. Offered by: Facebook, Twitter, LinkedIn.
Source: Sonny Ganguly, 2015 “Why Social Media Advertising Is Set To Explode In The Next 3 Years,” URL:

4. Advanced Targeting – Options (2)
Four advanced targeting options (continued...):
Custom targeting: Reach audiences by uploading a list of addresses, phone numbers, users IDs, or usernames. Facebook calls its custom targeting Custom Audiences, while Twitter calls its own Tailored Audiences. They’re largely based on the same concept: if you have a known group of people you’d like to target, you can simply upload them and target them directly (provided that the social network can match the data you’re uploading with real profiles). Offered by: Facebook, Twitter.
Lookalike targeting: Reach new people who are similar to an audience you care about. Lookalike targeting helps businesses extend their custom audiences to reach new, similar users. For those businesses looking to acquire new customers through social media advertising, lookalike targeting can be a fantastic acquisition tool. Offered by: Facebook, LinkedIn.
Source: Sonny Ganguly, 2015 “Why Social Media Advertising Is Set To Explode In The Next 3 Years,” URL: