Effective October 1, 2018, Facebook has greatly simplified the targeting options for its paid advertising. Perhaps overreacting to negative press, Facebook removed what it calls the partner targeting information. Facebook previously purchased information on people’s income, home value, number of people in the household, etc., and incorporated this data into its own data for more precise ad targeting. People give out this information about themselves when they sign up for credit cards, loyalty cards, magazines, etc. We can still purchase this information for direct mail campaigns, but it is no longer available for digital marketing campaigns on any platform. Targeting for Facebook advertising is now limited to geography and Facebook’s own proprietary information.

For private-duty home care providers, campaign adjustments should be made. Previously, we could refine target audiences by net worth, so that all the people seeing the ads would be people who could afford private-pay services. This targeting is no longer available. We can continue to target ads by age and gender, to focus in on the group of people most involved in home care buying decisions. To further refine the target audience, we can limit our geography to the more financially comfortable areas. This can be controlled by zip codes and even by neighborhoods. Brazzell can also flip this around when home care agencies are marketing Medicaid waiver services – creating audiences in which people are more likely to be Medicaid beneficiaries.

Facebook Referral Source marketing campaigns remain unchanged. Advertisers can continue to deliver Facebook and Instagram ads based on job descriptions and education. Using the Facebook advertising platform, Brazzell can have local doctors and their staff seeing your agency or practice online weekly, if not multiple times per week, for approximately 2 pennies per ad view, all-inclusive.

While Facebook has made numerous and constant changes to its ad targeting over the past year, Facebook remains far and away the most specific push advertising platform in the world. Target audiences can be filtered by age, gender, location as specific as a one-mile radius, education, career, marital status, likes, interests, and more. Add to this one of the lowest costs per impression in advertising and a very large and engaged audience, and Facebook still emerges as the leading medium for push advertising.

Is your business spending too much with less efficient and effective advertising media? Call Brazzell Marketing Agency for a quick, no-obligation consultation to see if adding a Facebook campaign could enhance your marketing mix.  Call now: 866.272.3799.