Micro-targeting by job title. It’s dynamite.
Through extensive use of the Facebook ad platform, and no small amount of chance, I stumbled upon (not literally) the fact that Facebook have slipped another targeting feature in to their ad platform.
The public platform is suggesting that we you now target users by their job description. Which of course could be something of a boon to B2B advertisers, and a distinct advantage to recruitment advertisers of course. The phrases have begun appearing in the keywords
I’m not sure it will be enough to reverse the CPM decline the ad proliferation has caused, and especially not in this climate, but definitely a positive move. And like dynamite, it can benefit users and advertisers and Facebook alike, as long as it is used responsibly. Facebook themselves will need to maintain their vigilance, and avoid any temptations to allow it to be exploited harmfully.
And of course it is not only B2B advertisers that stand to gain. It is probably the greatest indicator of an individuals income level too, which makes the targeted groups all the more interesting to more niche and high-end advertisers.
The platform will begin to get very interesting when Facebook begin to separate some of these targeting variables, and we can begin to genuinely micro-target users based on multiple interests, job titles, and fan page affiliation.
