Facebook audience targeting requires you to first recognize your customers. Your targeted audience should be interested in your ad product.
Creating Facebook Audience
Audience Manager Tool, found in Business Manager, is used to manage the target audience. You can select Audiences from the top right corner menu. Here, you can have a look at all of your saved audiences and create new also.
Facebook ads manager comes with three types of audience:
- Saved audience
- Custom audience
- Look-alike audience
Facebook Saved Audience
A saved audience can be created at the start or later by the Audience Manager. It is defined by the user’s location, age, income, gender, used device, etc.
Location-based targeting– includes country, state, region, counties, postal code, city, DMA, specific address radius. You just need to enter the area you want to target. To be more specific, you can choose:
- Everyone in that location
- People who live there
- People recently to that location
- People traveling there
Demographics– based targeting- includes age, gender and language.
You can get more details as political views, ethnicity, job titles, life events, etc of the users.
interest-based targeting- is to specify the audience interested in your ads. You can choose one particular interest or can have hundreds of interests available through Facebook. The interests are based on the activities of Facebook like Liked Pages.
Behavior-based targeting- includes purchase histories, liked events, anniversaries, etc of the users. The data is gathered by Facebook through external datasets.
Facebook Custom Audience
It allows retargeting visitors to any website in the past. The following are the ways to create a custom audience:
Using Customer Files– means to use email ids, apple accounts, or phone numbers.
Custom Audience can be created as:
- Create Facebook Custom Audience
- Choose Customer File
- Add a customer file or import from MailChimp
- Import the data to create a new custom audience
- Choose the identifiers (email, phone number, mobile advertiser ID)
- Upload a customer file
- Enter a name for your custom audience
Website Traffic based custom audience- to generate remarketing campaigns for users already interacted with. The Facebook pixel needs to be installed for this purpose. You can:
- Target everyone to visit your website
- Target audience who visit specific web pages
- Target audience who visit specific pages and not others
- Target audience who do not visit your website
- Any other custom combination
Based on App Activity- to reach the people interacting with any mobile app. For this purpose, you have to create app events. A timeframe for the events can be selected for targeted events.
Based on Engagement- gives a chance to reach a higher audience. can target the audience who has:
- Engaged with your post or ad
- Visited your page
- Sent a message to your page
- Saved your post or page
- Clicked on the call-to-action page
Facebook lookalike Audience
It allows you to target a similar audience as already present in your customer database. For this, you need to create a custom audience for Facebook to know what type of audience you need. By selecting a Lookalike Audience, select a target country with its user’s percentage. It signifies people similar to your custom audience. Your ad reach can be enhanced by creating a lookalike audience.
Facebook Narrow Audience
Sometimes you need to keep your audience smaller. You can choose AND/OR options for narrowing down your audience. By OR targeting, the audience will increase by adding new target options in the same category. By AND targeting, a user from your audience must come under multiple categories. People with specific interests or demographics can also be excluded.