Brands Can Use These Two New Facebook Tools to Target ‘Valuable’ Users

The social network introduced value optimization and value-based lookalike audiences

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Facebook Monday introduced two solutions enabling advertisers to more easily target users who are more likely to take valuable actions after interacting with their campaigns.

Value optimization allows brands to optimize their campaigns for valuable users using Facebook’s machine learning capabilities and based on purchase value data mined from the Facebook pixel.

And value-based lookalike audiences—which were spotted last month by Social Pro Daily reader Chris Ruberg, digital marketing specialist at Affinitiv, and are pictured below—enable brands to assign values to their customer lists and then use those values to target users that mirror their most valuable customers.

The rollout of value optimization began Monday, with Facebook saying that it will be available “to eligible businesses over the next few months,” while value-based lookalike audiences are available to all brands starting Monday.




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