One of the cool things of being part of the PMD and Ads API group is that we get announcements and recommendations from Facebook on new products, plus how to use them.

Partner category targets are powerful, as they tie offline data to Facebook profiles, like we discussed. But performance marketers have been complaining that they don’t drive direct conversion by themselves.

Of course not, since they’re really just deeper demographic and psychographic profiling, not immediate purchase intent triggers, like search.

Screen Shot 2014-02-13 at 5.55.27 PM

Strong for brand (CPG) marketers that want to be a bit more targeted.
But we think that using partner targets to help narrow down large audiences for performance marketers is smart, too.

Screen Shot 2014-02-13 at 5.57.33 PM

The logic behind optimized CPM and lookalike audiences should behave similarly, but sometimes you want to drive stick vs let the automatic transmission take over.

So oCPM in combination with partner and custom audiences is a targeting assist on your campaigns.

Screen Shot 2014-02-13 at 6.10.37 PM

The fact that you can use Datalogix to measure the retail lift from your Facebook campaigns (if you’re big enough), creates an interesting dynamic. If you’re targeting the folks who already match to Datalogix, then your Datalogix reports could show a nice lift.

Do you remember back in the day when you could target Alexa toolbar users to drive your Alexa rankings?

Facebook has been creating marketing materials that span across multiple verticals. We happen to be particularly interested in B2B and Tech.

Screen Shot 2014-02-13 at 6.30.00 PM

And even beyond the 1,000 public partner targets, there is the agency trading desk, for those who want to see how far down the rabbit hole goes. See Marty Weintraub for his magic combos there or be a member of a retargeting network to share data.

I’m surprised we don’t hear more about partner category targets, right?
Maybe people are too busy milking web custom audiences.


  1. Lenny March 11th, 2014

    Thanks for this Alex, great post. Where can I learn of Marty’s combos you said?


  2. Alex Houg March 11th, 2014

    Hi Lenny– just reach out to him at the @aimclear Facebook page!

Leave a Comment

Alex Houg is co-founder and Chief Executive Officer (CEO) of Portage. He has been called the young Steve Jobs, selling his first business at the age of 15. A frequent contributor on SocialTimes, Social Fresh, and FBPPC, Alex is co-author of Facebook Nation, a textbook on Facebook marketing that is taught at over 500 universities. He is an expert in Facebook advertising, social analytics, content marketing, and search engine optimization.Mr. Houg has worked with the Golden State Warriors, Infusionsoft, Adidas, Miva Merchant, and Jack Daniels. He has been featured in USA Today, Search Engine Journal, Business 2 Community, InsideFacebook, and other publications. He is an Eagle Scout and has a passion to teach. You can reach out to him at, his blog or on Facebook.