FACEBOOK TARGETING TACTICS Demographics

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1 BENN Solutions presents FACEBOOK TARGETING TACTICS Demographics based on content users have shared about themselves in their Facebook profiles. Age Select the minimum and maximum ages of users who would find relevance in the ad. Range of age 13 to 65+ Location City, DMA, Zip Code or Radius around a point on the map Target people who live in a location, travelers, or everyone Gender Male Female All Relationship Status Single In a Relationship Married Engaged Civil Union It's Complicated Income Open Relationship Domestic Partnership Separated Divorced Widowed Unspecified Target users based on whether they live in the top 50%, 25%, 10% or 5% of US zip codes based on average earning income Education Education Level Field of Study Schools (University of Pittsburgh, Duquesne University, etc) Undergrad Years (range of years a user attended college)

2 Work Target users by their job title, speific employers, or the industry in which they're employed. Industries include: Business and Finance Community & Social Services Education Healthcare IT Legal Services Management Military Sales Transportation Parental Status All Parents New Parents Toddlers Age 1-2 Children Age 3-5 Children Age 6-8 Children Age 8-12 Children Age Adult Children Politics Target users who are likely to engage with political content and by their political leanings on a scale from very conservative to very liberal Life Events Find Facebook users who have recently updated their profile information Recently moved Started a new job New Relationship Newly Engaged Newlywed Interests: based on information users have added to their Timelines, keywords associated with the Pages they like or apps they use, or ads they've interacted with Entertainment Games (video games, board games, gambling) Live Events (concerts, theatre, night clubs) Movies (action, comedy, documentary) Music (rock, pop, electronic, hop hop) Television (sitcoms, reality shows, talk shows) Reading (books, magazines, comics, e-books) Food & Drink Beverages (coffee, energy drinks, soft drinks, tea) Cooking (baking, recipes) Cuisine (French, Italian, Greek, Chinese, etc) Food (pizza, fast food, vegan, dessert) Restaurants (coffehouses, diners, fast casual) Alcoholic Beverages (beer, wine) Fitness & Wellness Bodybuilding Meditation Physical Fitness Running Weight Training Yoga

3 Hobbies & Activities Arts and Music (crafts, dance fine art) Home and Garden (DIY, home improvement, garden) Pets (dogs, cats, reptiles, fish, etc) Social Issues (charity, environment, volunteering, etc) Travel (air travel, hotels, cruises, etc) Vehicles (boats, RVs, motorcycles, etc) Shopping and Fashion Beauty (salons, cosmetics, spas, tattoos, etc) Clothing (women's clothing, men's clothing, shoes) Accessories (handbags, jewelry, sunglasses) Shopping (luxury goods, boutiques, malls, etc) Toys Sports and Outdoors Football Baseball Basketball Soccer Golf Marathons Snowboarding Tennis Volleyball Auto Racing Camping Fishing Hunting Mountain Biking Surfing Business and Industry Advertising Agriculture Architecture Aviation Banking Business Construction Design Economics Engineering Entrepreneurship Health Care Higher Education Management Marketing Nursing Personal Finance Real Estate Sales Science Small Business Family and Relationships Dating Family Friendship Parenting Wedding Motherhood Marriage Fatherhood Technology Cameras E-book Readers GPS Devices Game Consoles Smart Phones Televisions Computer Software Computer Processors Custom Audiences: use a customer list to build an audience or remarket to users who have interacted with you in the past

4 Remarketing Serve ads to Facebook users who have previously visited your website (requires placement of a Facebook pixel) Lookalike Audiences Using an list or your remarketing audience, build a lookalike audience based on your current customers to target. Connections Target users and friends of users who have liked your page, use your app, or RSVP'd to an event. Restrictions: Purchase Behavior While in the past there was an option to target users based on their past purchases, Facebook can no longer target users by buying patterns. The Difference Between Interests and Behavior Even though targeting based on behavior is unavailable, we can still target by interest. Behaviors were based on information collected from data partners from external sources. Buying a book from Amazon would indicate you have a purchase behavior for reading. Interests are based on data collected within the Facebook platform itself. Liking an author's page or interacting with a post about books would indicate you have an interest in reading. Home Status/Car Ownership Facebook cannot target users based on their living situation or whether or not hey own a car. We are able to serve ads to an audience identified as having recently moved, but that information is based on someone changing the location in their profile information.

5 Income/Net Worth Up until mid-2018, Facebook allowed advertisers to target an audience based on their net worth. Information this specific and personal is no longer available. Now, Facebook "income targets" by serving ads to users who live in the top x% of zip codes based on average household income. Alcohol Facebook does allow advertisements that promote or reference alcohol, however all targeting must comply with local laws. Advertisers cannot age-target anyone under the age of 21. Gambling Ads promoting real-money gambling cannot be targeted to any user aged 18 or younger, and can only run if given special authorization. Discriminatory Practices Ads must not discriminate against people based on personal attributes including race, ethnicity, national origin, religion, age, sex, sexual orientation, gender, family status, disability, medical or genetic condition. Therefore, we cannot use audience election tools to wrongfully target specific groups of people. Exclusion Audience selection for advertisements promoting housing, employment of financial services cannot be tailored to exclude people based on race, gender, sexual orientation, etc. Political Compliance Advertisements promoting or relating to elections, ballot initiatives, candidates for public office or national legislative issues of public importance are subject to Facebook's political compliance policy. This requires authorization of both the page/account and personal authorization of the advertiser to run political ads as well as a disclaimer stating who is paying for the advertisement.