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Facebook Introduces Partner Categories for Ads

With immediate success and attracting the likes of General Motors and Hyundai, Facebook has once again furthered its ability to produce revenue – and not only for itself.

Earlier this week Facebook announced Partner Categories, an effective, data-backed way to find true ROI with Facebook targeted ads.

Unknown to many, but there are 20 million people on Facebook who like juice, according to an article in The Wall Street Journal. In fact, they like to drink juice while cruising through their news feed. Okay, that last part is not factual, however, what Facebook does know in order to make your dealership’s targeted ads successful, thanks to several data companies, is where the user has been and what they’re interested in (buying).

It’s working:

General Motors, previously in the limelight for leaving Facebook ads, is back and invested in a higher ROI with the data-backed target ads.

Niemen Marcus can now show their ads to consumers who visit high-end shopping sites, despite that particular consumer not liking Niemen Marcus’ page.

Hyundai’s social media manager reported a 28% lift in sales since taking advantage of Partner Categories.

What about Privacy:

Here’s the elephant in the room. With all that (big) data some privacy is bound to be violated, right? Not according to Facebook, however the Partner Categories ads are gaining much privacy-invading


Do we care about privacy? Prior to this change Facebook ads left a bad taste in the mouth of many. Now, improved and ready to roll, the new ads are able to reach a much higher audience and produce a much higher ROI – but, how does that sit with you?

How will this change how you use Facebook? Will you continue to use it as a monitoring, engagement or lead generator tool?

Will you start using Partner Categories?

  • A
  • April 12, 2013
I'll definitely be using Partner Categories!
  • K
  • April 15, 2013
This definitely expands our options of what we can do with Facebook. So far we have seen our greatest success with Facebook offers.
  • A
    Aaron Wirtz
  • April 23, 2013
Great post, Jeff. Any idea as to when this will roll out?