The remaining parameters do not directly affect security.

Block

• Restricted access. To this list, you can quietly add those "friends" to whom you no longer want to show information that is available only to friends (but want to read what they write in their profiles). "Restricted" friends, unaware of this, will be able to read only those posts of yours that are available to all Facebook users. Fine tuning. nine0011
• Block users. Here you can completely block certain users. That is, as far as Facebook allows, to block their access to you and your materials. (If you wish, you can unlock them later). It is better to block the villain directly from his page (in the profile header) in order to ensure that the namesake is not accidentally blocked. When you block a user, you stop seeing his profile and any posts, including comments, and he, accordingly, does not see yours. nine0011

Under the blocked list there are a number of other possibilities:

• Blocking messages. Useful feature if one of your friends is bothering you with your Facebook posts and doesn't give in to arguments or requests, but you don't want to completely block them.
• Blocking application prompts. Sometimes one of your friends is very active, trying to convince you to install this or that application. If you don't want to receive such invitations from this person again, add him to the list. nine0011
• Blocking invitations to events. The same approach, but in relation to intrusive invitations to attend different meetings.
• Application lock. The name speaks for itself.
• Blocking pages. Like blocking users, only for pages.

Geodata

This item is closely related to the mobile application on your smartphone. If it cannot use the geolocation features, the log in settings will be unavailable. "Geodata Log" is off, and good. I advise you not to add location data to a fair amount of personal data that users report to social networks. nine0004

Notices

This item is indirectly related to the security of the Facebook account. For example, if Facebook sends email notifications of all events, including likes and comments on your posts, it can clutter your inbox and cause some important emails to go unnoticed. To disable this feature:

• Select "Notifications" from the left menu.
• Click on the "E-mail" field.
• Select "About your account only". nine0011

Mobile devices

Contrary to what is sometimes said and written, it is possible to use the Facebook mobile app on a smartphone and not have a phone number in the account settings. For security reasons, we may well refuse the theoretical possibility of changing the password from the mobile application, and even more so, we do not need the SMS service.

Applications and websites

In the left column, select "Apps and Sites". A list of apps you have installed will open. nine0004

How did they get here? Once you became interested in a certain site, he offered to register, and as an alternative, "log in with Facebook." The second option seemed easier. "Login with Facebook" installs the application. The illustration below is an app for Airbnb, a popular travel booking service.

Applications are different - interesting, funny, useful. Applications have access to basic data of your Facebook account (for example, name, photo, gender). In addition, during installation, the application may ask for your permission to access certain information about you and your friends. Data can be different, for example, age, place of residence, education, circle of acquaintances, contacts. The application can tell your friends which country you have arrived in, where you are at the moment. It can look great (it's so nice to meet an old friend who suddenly finds himself in the same city). But do not forget that such "advertising" expands the possibilities of your ill-wishers. nine0004

In the following illustration, the Tripadvisor site (for travelers with information about hotels, restaurants, attractions, etc.) in response to an attempt to register by email offers (alternatively) to log in through Facebook:

If you are not logged into Facebook, you will receive an offer to enter the social network. If you are logged in, you will be asked to confirm:

Click the "Continue" button, in the next window "Skip". Next comes the question of access rights to your data. nine0004

You can click the "Change Permissions" link and deselect the items of your choice to avoid sharing such an impressive amount of information about yourself with the site. However, even in this case, basic information about your profile will be available to Tripadvisor and the accounts will be linked. The following illustration shows the Facebook settings item. Tripadvisor has been added to the already installed Airbnb application:

By clicking on the "Check" button, you can still check the permissions for each application. You can also remove the application from Facebook at any time (the "Delete" button). nine0004

For security reasons, I recommend:

• At a minimum, view a list of already installed applications; remove completely unused and rarely used.
• It's better to do the same; for the remaining applications, clarify the rights; develop rules for adding applications to Facebook.
• No compromise - do not use apps on Facebook. To do this, scroll down the settings page a little, find the "Apps, sites and games" item, click the "Turn off" button. nine0011

Optional (outside settings menu)

Facebook is famous for more than just redesigning paragraphs and headlines. In this social network, some settings are not at all where you expect them to be.

You can reduce the amount of information about yourself a little more, if you select the "Friends" item in the horizontal menu and press the button with three dots (yes! there are two of them side by side! choose the one below). nine0004

In the drop-down menu, select the only item "Edit privacy settings". In the small window that opens, there are only three switches.

(The picture says it all.)

Facebook chat requests are also in a somewhat unusual place. And they can lie quietly there until you guess to look there. Click on the Messenger icon in the upper right corner (horizontal menu), then the button with the image of three dots, and in the vertical menu, find the "Message Requests" item. nine0004

An important function of Facebook is the ability to create lists of your favorite friends on your own. This is useful if there is any more sensitive information you wish to distribute to a restricted community.

When you open facebook.com, in the vertical list of options on the left, select "Friends Lists".

Here you can create separate lists of friends for different topics. Examples of practical application: residents of the same city as you; common hobby; NGO volunteers. Maybe you want to inform your friends about personal problems, but not all, but a select few. nine0004

I hope our tips will at least partially help to make your work and rest on the social network safer.

Print version

How to find your audience for advertising.

On March 4, 2022, Roskomnadzor decided to block Facebook, and on March 11, 2022, it decided to block Instagram. If you are in Russia, most likely, both social networks are currently unavailable to you.

But we have some useful material for you. nine0004

(For those who have social networks working - the text of the article is below, under the list of links)

Telegram:

guide

"VKontakte":

How to create a group or public "VKontakte": the most complete guide

Promotion "VKontakte": a large selection of tips and services

VKontakte targeting: a complete setup guide business: how it is useful

How to write a selling article for advertising in "Zen"

8 myths about "Yandex.Zen" for business

We analyze the "Audience" section in the Facebook advertising account, look for customers and prevent mistakes that eat up the budget . There are a lot of targeting ideas in this article that you might not have known or were hesitant to use, as well as some tips for administering audiences. nine0004

The material is intended for those who are already familiar with the advertising account: opened a business account, added a means of payment, installed a Facebook pixel and launched a couple of simple ads. Otherwise, you will only be able to apply some of the tips.

How to set up a retargeting pixel for VKontakte, Facebook, Mail.ru

Table of contents:

Getting started in the "Audiences" section

Creating an audience

Customized

Lookalike Audience

Saved Audience

How to search for an audience using the detailed targeting form

Connections

Audience overlay

Conclusion

Table of contents:

Getting Started in the Audiences Section

Creating an Audience

Custom

Lookalike Audience

Saved Audience

How to search for an audience using the detailed targeting form

Relationships

Overlay audiences

Conclusion

Getting started in the "Audiences" section

You can set an audience immediately when creating an ad, or you can set it in a special section. We will take the second option. To do this, go to Ads Manager and in the "Resources" column, select "Audiences".

Here you can:

• see which audiences are used in advertisements right now; nine0011
• quickly select the desired audiences in the "Filters" section;
• create new ones, edit and delete old ones;
• check if audiences compete with each other;
• transfer audiences from one advertising account to another (if you run several projects).

We will analyze all points.

In the "Filters" section, you can check active, available and problematic audiences, sort by type and source. This feature will come in handy when you have several dozen audiences

Free social media audit

Drawing of 3 places until 24.08. The rest of the participants of the drawing - 50% discount

Create an audience

Click on the blue button and see:

Customized

Here we select people who interacted with our company. These are existing and potential customers, website visitors, subscribers, app users, and even those who came to your physical store. nine0004

Custom audiences can be used directly:

• to launch retargeting,
• to give a personal discount,
• to remind you of a forgotten cart, etc.

You can also create lookalike audiences based on them.

In the long run, this is the best option, as we focus on those who already know about us and have shown interest in the product.

There are 5 ways to create a custom audience:

Client data file

This type of advertising allows you to work with your client database, for example from CRM. Start with this point if you keep track of orders, write down contacts and commercial information. So you will have a reliable source of leads in your advertising account.

The easiest way is to download a table with customer information. Data can be copied manually, uploaded as a formatted file, or imported from MailChimp. Facebook will analyze the information, find people from the table in their network and add them to the audience for advertising. nine0004

Table template

In 2017, Facebook also added a third option - "Specify LTV (life cycle value) to create the most effective lookalike audiences." Here you can download not only primary data, but also the value of leads. To do this, in the file opposite each client, write the amount of money that you plan to receive from him. From these numbers, the algorithm will understand which users are your priority and will show them ads more often.

Learn more about how to prepare a customer data file with LTV

Traffic from the site

We select people who visited our site or its specific pages. It makes sense to create such an audience if at least 100 people visit the site every week, and at least 200 per month. Otherwise, the audience will be too small and expensive.

It may seem that there are few functions in the menu, but it is not so

The main parameter is the choice of the audience source. Here you can choose:

• all who visited the site;
• those who reached the page "Cart", "Payment", etc.; nine0011
• those who visited certain product pages;
• those who spent the most time on the site.

The function sorted by time allows you to select the percentage of those people who stayed on the site longer than others. If 100 people visited your site during the specified period, and you choose 25%, the algorithm will select 25 people who have been on the site the longest for advertising

You can also narrow the audience and exclude people with certain parameters:

If you plan to run ads only on non-purchasers, exclude people who visited the "Thank you for shopping" page. To do this, enter the word that is contained in the URL of the page. If the full link is "www.vashsayt.ru/ spasibo" , then in the Facebook form it will be enough to add only spasibo .

When creating an audience, we also specify the period for which we want to receive visitors. The maximum term is 180 days.

The Website Traffic audience will be updated all the time. For example, if you set a period of 30 days, then everyone who visited the site 30 days ago will be included in the audience, but will be removed from the list in a day. But every new visitor to the site will automatically be included in the list. This also applies to active campaigns that you've created with this audience type. nine0004

Actions in applications, engagement

The principle is similar to "Traffic from the site". But here, instead of a website, we drag the audience from the application (if any) and social networks.

You can select an audience and run the same ad type that it interacted with. If people have watched your videos, run video ads on them, if they didn’t subscribe to an event, invite them to attend the next one. Invite people who have interacted with your Instagram account to follow you on Facebook as well. nine0004

How to unblock Facebook: life hacks from a targetologist

Offline actions

This feature allows you to work with an audience that has made purchases in your physical stores. With the help of the function, you can track how online advertising affects store traffic and re-engage people with relevant advertising. You can also create Lookalike Audiences.

To use the feature, you first need to set up offline conversions. nine0004

Lookalike Audience

This is my favorite type of audience. This is where Facebook itself looks for the audience that is most likely to like your ad. The algorithm is based on your work with subscribers in social networks, site visitors and customers from electronic databases. The algorithm is powerful and works great. Therefore, if you are honest in your social networks, do not wind up subscribers, and take care of your customer base, this type of audience will work well.

We start creating similar audiences when there are already individualized ones: site users, page subscribers, customer base and people who interacted with your publications and advertising. nine0004

Facebook looks for similarities between people of an individualized audience, compares them with users of the social network and selects the most similar ones. This happens automatically, you only need to press a few buttons.

The larger and more accurate the source audience, the better the lookalike one. It is desirable that in the initial there were at least 100 people.

How to set up

In the "Source" column at the top of the list, Facebook will offer to make an audience similar to your page subscribers, and below there will be created custom audiences. All your “donors” will be here to create similar audiences. nine0004

After choosing a "donor", you need to select the territory where the algorithm will search for people.

How many people will enter the audience directly depends on the location. The numbers on the ruler are the percentage of the population of the area that will be included in the list for advertising. If we select Russia and Kazakhstan, Facebook will calculate the total number of representatives of these countries in the social network and offer to choose a percentage. For example, in these two countries, Facebook sees 18,400,000 users in total, and 1% of this number - 184,000 people. nine0004

If we select more than one country, the audience will be pooled and the best match will come out, but the distribution of people across countries can be uneven. That is, residents of Kazakhstan can take 80% of the places in the list, and Russia - only 20%. If you need even distribution, create a lookalike audience for each country separately.

Multiple classrooms can be made at one time. To do this, click "advanced options":

Select the number of audiences and percentages:

Facebook will immediately show the size of potential audiences.

Tip: Choose as narrow as possible - up to 2-3%, otherwise there will be a large error in the calculations of the algorithm. Exception: small areas where the population is less than 100,000 people. Then you can safely take all 10%.

Facebook can gather an audience in a few seconds, or it can slow down for several days. Standard: up to 2 hours. You can check the status on the main page of the "Audiences" section. nine0004

Saved Audience

The variant with the largest selection of qualities. Here we customize everything from age and gender to interests and behaviors.

Until the item "Detailed targeting" everything seems elementary. But there are many nuances.

Seats

Select the audience status for the seat.

Local residents - those who have this area indicated in their information about themselves.

Recently visited – those who were geolocated to the location by Facebook. nine0004

Travelers - those who have recently been to this place, but live 200 or more kilometers away.

We immediately choose geography. Facebook searches for continents, countries, regions, cities, streets and makes it possible to independently put a “pin” anywhere on the map.

When you select a location, Facebook sets a radius of several kilometers and collects all people who fall within this radius. It can be customized. You can also target only within the city along its borders by selecting the “only current city” option. nine0004

Within a country, Facebook makes it possible to target only cities with a population of more than 100,000 inhabitants, as well as exclude points. Use these features to avoid wasting your advertising budget on unfavorable territories. Or vice versa, so as not to offer a budget product in elite areas.

The number of inhabitants in the city can be adjusted:

Advice : If something is not in Russian, try switching to Latin. So, for example, Facebook does not search for Russian regions if entered in Cyrillic. Latin - easily. nine0004

Another tip: Adjust the radius and exclude points where your customers are most likely not to be, or there is bad communication between you. If you deliver pizza in St. Petersburg, it makes sense to reduce the radius from 40 to 30 km. If you are delivering high-priced food in Moscow, you should exclude disadvantaged areas of the city.

Select "Exclude" from the menu, and then put down the areas that we want to remove from the promotion with a pin

Age

By default, Facebook sets from 18 to 65+, but you can choose from 13 if you do not fall into the "adult" ad group. These are dating sites, gambling, bioactive supplements, etc. The full list is in the Facebook rules.

Tip: Split your audience by age. Choose a period of 5-15 years: from 18 to 25, from 25 to 35, from 35 to 50, etc.

Languages ​​

We select people who understand the language of our advertising. This is what coverage in Moscow looks like when we do not select a language:

And so, if you choose "Russian":

This does not necessarily mean that 800 thousand people in Moscow do not know Russian for sure. There will only be a few of them. Others are using Facebook in some other language and haven't set their preferences to understand Russian. For example, many in Russia use the English interface.

To reach such people, specify several languages ​​at once in the settings: Russian, English and the languages ​​of those peoples who usually understand Russian: Kazakh, Ukrainian, Belarusian. nine0004

If you are advertising for foreigners in Russia, select only their specific language and run ads separately in that language. Specifying English here will only spoil the audience, make it too blurry. But if you're running ads in another country, then always include English along with the languages ​​spoken in that country.

Detailed targeting

Have you ever looked at how Facebook selects ads specifically for you? Look, you will learn a lot of interesting things about yourself:

Your advertising preferences

This is what my preferences look like:

Anything you respond to on Facebook can be targeted. If I like a page related to marketing, Facebook immediately adds it to the list to show me relevant ads.

The most interesting section is “Your data (categories)”

Here Facebook analyzes the behavior in the social network and the real world, for example, keeps track of my geolocation. The social network knows that I have friends abroad, my wedding anniversary is approaching, I use Apple and much more. Take a look at this section, it can even be funny. And if you are looking for people similar to you to advertise, there will be a ready-made list of ideas for finding an audience. nine0004

How to search for an audience through the detailed targeting form

There are three standard ways:

1. Manually: enter interests and characteristics in the line;
2. Browsing: open the Facebook menu and search for what you want in the list;
3. Recommendations: Look for similar interests when multiple criteria have already been selected.

If you don't yet have or lack an understanding of what your target audience might like, it's worth starting with the View option. There is a list of options here. nine0004

There are an infinite number of them. The audience can be searched by demographic interests :

• education: level, educational institution, field of study;
• life events: in a relationship, away from family, away from hometown;
• birthday and wedding anniversary;
• behavior of friends;
• work.

Facebook even allows you to search for audiences by political preferences (but only for the US). nine0004

Ideas for how to use it:

1. If you have a product aimed at smart and erudite people, choose people with higher education (example: “Education → Level of education → PhD”).
2. If you have a giftable product, target friends whose birthdays or wedding anniversaries are coming up (example: “Life events → Friends → Best friends of people celebrating birthdays in a month”).
3. If you have goods for children, focus on parents with children of the desired age group (example: "Parents → Parents of children aged 1 to 2 years. "

   Ideas how to use it:

   1. If you're advertising a gym, you should add most of the options in the "Sports and Outdoors" section to your interests. Or just click "select all".

   2. If you sell products for pets, go to the section "Hobbies and hobbies → Pets" and choose the ones you need.
   3. If you have a store of goods that can be useful to everyone, and you launch a promotion, one of the audiences can be selected by the interest "Coupons" ("Shopping and Fashion → Shopping → Coupons"). nine0011

   Behavior - is the most accurate group. To create audiences based on behavior, Facebook uses the movement of users in the area, the use of mobile devices and operating systems, purchases and other actions. It works better than interests because everything that you want falls into interests, and what happens in fact falls into “Behavior”.

   For example, your friend has asked you to subscribe to his travel agency in Egypt. Facebook will put "tourism" in your interests, although you were not going anywhere, but simply supported a friend. And the “Behavior → Frequent Travelers” section will only include those who have been identified by Facebook using geolocation. Therefore, if your audience is travelers, it makes more sense to target through this section. nine0004

   A very useful subsection is Mobile Device User.

   Here you can target

   • owners of different smartphone brands;
   • those who bought a phone recently;
   • those who access Facebook from a tablet;
   • users who sit with WiFi, 4G, 3G;
   • users whose devices support a particular ad format, and more.

   This section is especially relevant for those who promote mobile applications or sell phone accessories. You can immediately offer a person what is right for his mobile device. nine0004

   Another use for this subsection is to look for a rich audience. To do this, go to brands (all mobile devices of this brand) and select flagship phones - the latest models from different manufacturers.

   Ideas for how to use it:

   1. If you're promoting an iPhone app, target iOS users.
   2. If you need to download a heavy file from a link, choose those connected via WiFi. nine0011
   3. If you're an online retailer, try Engaged Shoppers as one of your audiences.
   4. Promote promotional services and B2B products to those who have "Facebook Page Administrators" in their behavior.

   Entering preferences manually

   It's simple. You know the interests of the target audience - enter them in the line. Facebook suggests possible interests in a drop-down list. It can change with each new character entered:

   Sometimes the most banal interests are not on the list or they contain other criteria:

   Most likely, the algorithm did not have a literal translation. Try entering this word in English:

   This does not mean that now English speakers will be added to your audience. This means that the social network will choose among people who are interested in your topic in any language. But ads will only be shown to those who fit the territory and language of your ad.

   Recommendations

   This is where Facebook helps us again. It is enough to enter 3-4 interests, click on “recommendations”, and the algorithm will select similar ones to capture more of the target audience and increase coverage. nine0004

   Tip: Feel free to add categories that are in English. They may belong to your target audience, even if they speak a different language. Your location and language settings will filter out an audience that doesn't understand the language of your ad.

   Relationships

   A small section where you can narrow down your audience based on page, app, and event interactions.

   You can choose one thing, or you can set several parameters at once by selecting "Expanded combinations" in the menu:

   Ideas how to use it:

   1. If your ad is designed to attract new people, exclude those who follow your page / downloaded the application / responded to the event.
   2. Run ads on the friends of your subscribers. Social confirmation will work here: people see that their friends are subscribed to your page, and this will be a good signal to pay attention to it.
   3. Run ads on those who like your page. Promotion advertising works very well here: people know you, they know the prices. Such an audience will appreciate discounts more than those who hear about you for the first time. nine0011

   Audience overlay

   Facebook ads are displayed on an auction basis. The more users react to it, the lower the cost per impression, and the more often it will flash in front of users. Accordingly, ads with worse performance will be shown less often, and the price for them will increase.

   Even within the same advertising account, advertisements with similar audiences compete with each other. That is, you can run two great ads, but one of them will still be more successful than the second. It's a shame when you compete not with others, but with yourself, right? To prevent this from happening, you need to look to see if the audiences overlap each other. nine0004

   Go to the audience section, select two for comparison and click "Actions → Show Audience Overlay":

   You will see charts and overlap percentage:

   Try to keep the overlap to no more than 15%. Ideally, up to 5%.

   If the overlap is greater than 15%:

   • Do not run two ads with these audiences at the same time;
   • Unite audiences;
   • Exclude one from the other.

   To exclude or merge audiences, open one with fewer people, copy interests:

   Go to the second audience, click "Edit" and copy the interests to the detailed targeting line:

   Or paste them into the "Exclude" item:

   Only saved audiences can be excluded and combined. With the rest, you will have to carefully choose the periods for launching ads so that they do not compete.

   Conclusion

   Some more useful tips:

   Name the audience so that it is clear from the name what is inside. nine0074 Name example: Russia - Women - 22-27 - Children . Here, in order, are listed: country, gender, age and interests. It's not scary if the names get long, the Facebook interface displays them. When you have several dozen audiences, it will be easier to navigate.

   Create a minimum of 5 Primary Audiences. Start with audiences, not ad creation. It is more correct to first understand who the advertisement will be addressed to, and only then work on the content. nine0004

   Save audiences correctly. If you edit the old audience and click "update", the audience will also change in all current campaigns. If you just want to create a new audience based on the old one, be sure to click "save as new" at the end.

   Keep your audience reach between 10,000 and a million.

   ---

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