When to use and NOT use Partner Categories in one slide
Since Partner Category data (available as targeting in Power Editor only) is based on offline data, you can expect the impact to be offline, as well.
If you’re new to Facebook ads, Partner Category data comes from three data providers that match credit card, shopping, motor vehicle registration, and other such sources against Facebook users. There are over 1,000 public categories you can use. It’s available in the United States right now, but will roll out internationally soon.
If you’ve already mastered the basics of the 3 campaign funnel, then it’s time to look at advanced topics like Partner Categories and other Power Editor shenanigans.
So if you’re matching offline purchase data to drive in-store sales, you’re going to be successful.
Same for if you’re a CPG (consumer packaged goods like soap and sugar water) trying to drive awareness for product launch.
But if you’re trying to drive on-line signups using the type of car they drive, whether they have an airline loyalty card, and if their employment status, it’s going to be harder.
We’re not saying NOT to use partner category targeting if you’re not driving a brand or in-store campaign. Rather, you can use them to create more ads to supplement your existing campaigns.
If you have a retail location for customers to visit you, then definitely use partner category targeting. Just make sure that you know how to measure the incremental impact of this.
Income, job title, vehicle ownership, purchase categories, and demographics are a great indirect way to target. You can think of them as an extension to precise interests.