When you advertise on Facebook, you have the ability to find and reach specific groups of people based on their location, demographics, interests and behaviors. We recommend creating your ads through Ads Manager, using the Facebook pixel, and maintaining a list of your current customers to set yourself up for ads targeting success.
Here are 3 ways you can use targeting to get the most from your Facebook ads.
1. Audience Insights — Understand your target audience
Audience Insights is a tool that allows you to learn more about your target audience so you can better tailor your ads to drive results. It’s a great way to learn more about the people who are connected to your business Page, including:
Who they are based on demographics like age and gender, relationship status, and job roles
What interests them according to their Page Likes
What they purchase including past buying behavior and categories they’re most likely to buy
2. Specific targeting — Be specific about who you want to reach
When you narrow your targeting, you can focus on reaching the people who matter most to your business. This can help you increase your return on investment and make the most of your advertising budget. Consider using Custom Audiences in Ads Manager to:
Target customers or prospects: Custom Audiences make it easy to reach existing customers or prospects using information you already have, such as email or subscription lists. Create a Custom Audience to target by securely uploading a contact list of people you’d like to reach.
Set exclusions: If you’re looking to reach new customers, you may not want to show ads to current customers. Use your existing customer list to build a Custom Audience and exclude it from your ads targeting. You may also consider excluding people who have liked your Page.
Please note that if you’d like to view your Custom Audience in Audience Insights, it must contain at least 1,000 monthly active people.
3. Advanced targeting — Reach interested and engaged audiences
Advanced targeting can help you reach the right people in a more accurate and efficient way. It can also help you retarget and expand your audience. Try these advanced targeting options in Ads Manager:
Reach more people like your best customers: WithLookalike Audiences, you can find more people on Facebook who share traits — like location, age, gender and interests — with your customers, so your ads reach even more people who’ll care about your business. Lookalike Audiences can be based on a variety of sources including people who liked your page or took an action on your website.
Convert website visitors into customers: When someone visits your website after clicking on a Facebook Ad, they may not always complete an action like making a purchase or giving you their contact information. Using your Facebook pixel, you can create a Custom Audience from your website to bring visitors back to complete a purchase.