Yes, I spelled behaviours with a “u” as I have to follow Canadian standards. Celebrate it if you’re Canadian, snigger if you’re reading from State-side.

For the longest time when studying how to help my clients I would constantly look at my American counter parts to see the strategies they’d been employing as I assumed with their experience, I would be able to take some short cuts. Essentially I could learn from their mistakes.

“Target this”, they would say, or “Target that behaviour”, they would exclaim. The reality is that Canadians are short changed when it comes to the features our American friends have at their disposal.

We Canadian Marketers have to work doubly hard (not complaining) to extract the same amount of value when trying to get the most for our clients. As a marketer I get excited that I can work with this type of granularity, but I do long to have some of the startling benefits the Americans get to enjoy.

Missing Behaviours In Ad Manager

1) Automative
2) Business-To-Business
3) Charitable Donations
4) Financial
5) Job Role
6) Travel
7) Purchase behaviour (Limited)
8) Seasonal Events (Limited)

Missing Demographics In Ad Manager

1) Income (30k-500k+)
2) Net Worth
3) Home (Limited)
4) Office Type
5) Ethnic Affinity
6) Parents (Moms)
7) Politics

The following graphics come from our friends at Wordstream who put together an epic infographic on all the things related to ad targeting on Facebook. What you see below is my chopped up version of their piece of art that represents what we Canadian marketers have to work with.

It’s even more disappointing when you see all the Xs on the infographic – it really highlights the disparity. While we’ve had success in marketing for our clients on Facebook, we’ve also had some failures. I’d love to get your comments on how you’ve adapted or what strategies you’ve employed, either good or bad.