The fact that users using mobile phones behave differently from desktop users is a well-known fact. Of course, everyone using AdWords is working with this information. But do you use both device targeting and Facebook PPC ads? If not, my article tells you why to use it and how to set your targeting.
Just as Google AdWords allows you to set up mobile-only campaigns, Facebook also lets you choose which devices your ads will show. But why is it useful on Facebook?
The number of users entering Facebook via mobile devices is rising every year. This is confirmed by statistics. In December 2012, over 1,000 users worldwide had Facebook worldwide, with more than 680 million people using this social network via mobile phones.
Users coming to Facebook through a mobile app often show different behaviours, mainly due to the fact that the application has a slightly different user interface than we know on desktops. In the mobile app, we only see the channel of the selected posts, and even the format of the posts shown is different from what we know from a classical computer. That's why it's important to consider when choosing your ads to choose what devices to show your ads on.
As I mentioned, the ads displayed on desktop devices and mobile apps are somewhat different. The differences are mainly due to the format of their display, and also by seeing ads in the mobile app only in the channel of the selected posts.
Because the app does not have a right side column, so neither do ads nor anywhere else.
Now that you have an idea of how your mobile apps look, you'll be sure you'll be interested in where to target the selected devices.
One of the options is directly from the Facebook Ads interface in the "Wide Category" menu. Here you select the "Mobile Users" option to set your targeting to only mobile devices.
However, if you want to target only desktop devices, and only on the channel of selected posts, then you will need to choose another method. Set the targeting through Power Editor. If you're already using it, you'll know that you only run it in Google Chrome and none of the other if you have not used it yet, then you've just learned that you can run Power Editor only through Google Chrome.
The first step is to run Power Editor, download the latest changes, create a new campaign and advertisements.
In the preparation of a new ad, you will classically set the required attributes as the name and type of ad. Choosing an ad type will affect whether you can choose to target your device.
So if you want to show ads only on desktop devices and only on the channel of selected posts, then select "Advertising" as your ad type. Here you can customize your viewing on selected devices and placements with "For a Facebook Page" or "For a Facebook Page using a Page Post". By positioning on a Facebook ad, I mean displaying either in the channel of selected posts or in the right-hand side column.
If you only want to target mobile phones, you can choose as the "Mobile Only Ad" ad type, and you only have a primary targeting of mobile-only targeting. You can refine your targeting by specifying the type of device on which your ads will appear. You can only choose to view on your Android device or on your iOS device.
Targeting mobile devices is not possible when you are targeting a website, ie out of Facebook, or promoting a Facebook event.
Selecting different devices and locations allows you to create several identical versions of campaigns that will differ only by targeting these devices, and to test which of your campaigns (ads) delivers better results.
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