Facebook has launched several new audiences for business-to-business (B2B) targeting for Facebook Ads. These targeting options have been rolled out globally, and should appear in your Ad account as of June 22, 2022.
With multiple sensitive interests removed in recent months, this is good news for advertisers, especially those targeting a B2B market.
New B2B targeting audiences available in Facebook Ads
Facebook advertisers can now reach the following audiences:
Business decision maker titles and interests
This B2B audience segment targets ads to people who are business decision makers based on their job titles and interests.
As shown below, it can be found by navigating to ‘Browse’ in the interest options > More categories > Facebook categories. You can also type ‘Business Decision Makers’ directly into the search field.
New Active Business (created in the last 6, 12 or 24 months)
This audience comprises Facebook Page Admins of engaged businesses that were created in the last six, 12 or 24 months. There are three segments: one for each timeframe, rounding up six new B2B interests in total.
It is interesting to note that these segments include ‘engaged businesses’. We have interpreted this to mean that it doesn’t include new pages that have been created but then never used to publish posts or ads.
To find this interest, type it in the search field, or Browse > Behaviours > Digital Activities
Business Decision Makers in specific industries
Facebook has reportedly also created additional audiences of business decision makers in engineering/IT, operations, HR, strategy or marketing, again, based on their job titles.
At the time of writing, we couldn’t see these as specific audiences, but could target these segments by narrowing the audience to the industry as appropriate.
We did this via Browse > Work > Industries, and also hope they’ll appear as standalone target options that can be selected soon.
We can’t wait to try out these new Facebook B2B audiences, and will share an update in future months.
Would you like to know more about how Facebook’s interest targeting can help your business? Get in touch to arrange a free strategy call. We’re here to help!