Facebook Advertising: How To Target Your Audience

Effective Facebook advertising begins with crafting an engaging ad, but it also requires identifying and targeting the appropriate audiences to whom the ad should be seen. They’re the ones who are most likely to click on it and convert it into leads or customers.

You have a big potential to reach new audiences with Facebook ads. The question is, who do you want to reach out to, and how will you do so? With over a billion Facebook users out there to target, the only way you’ll be able to advertise in a cost-effective way is if you target people who are most likely to become customers down the road. This necessitates a thorough understanding of your buyer personas. Buyer personas are fictional people with similar demographics, interests, and ambitions to your current and potential customers.

What is the age, gender, geography, and economic level of your ideal customer? What are their passions, such as certain television series, novels, blogs, or clothing lines? Creating a buyer persona is a time-consuming process that needs extensive study, real-world data, and interviews with customers. The effort, though, is definitely worth it. Because buyer personas and Facebook targeted advertising go hand in hand.

You’ll be able to target your ideal consumer on Facebook much more efficiently after you have a strong understanding of who they are and what they’re interested in. Let’s take a look at how your customer persona fits into the Facebook options. When you’re producing an ad, you’ll use Facebook’s Audience Manager tool to build and manage your target audiences. Facebook provides a variety of targeting choices to help you discover the ideal niche.

Many folks get tripped up in this area. What type of target market should you target? What size audience do you need? How do you tell if the target audience you’ve chosen is the right one? Saved audiences, bespoke audiences, and lookalike audiences are the three main types of audiences offered by Facebook. Let’s go over the fundamentals of each of these so you have a better understanding of your possibilities. You can target people based on their demographics, interests, and regions using saved audiences.

You have many demographic targeting options, such as age range, gender, and language, to assist you narrow down your audience. You can target people who share your target audience’s interests and are relevant to your business or product through interests. You might, for example, target those who are interested in your competitors, your broader market group, or journals and blogs that cover your industry. You can choose from a wide range of interests.

Rather than scrolling through them all, enter in one interest and then see what Facebook has to offer. Only a few targeting possibilities include interests, location, and demographics. People might be targeted based on their political beliefs, life circumstances, ethnicity, and other factors. B to B enterprises should use these company and employment titles.

Facebook allows you to drill down to city, postal code, and even a particular address radius when it comes to location. People who dwell in a given location aren’t the only ones who can use it. You can also target users who have recently visited a given location, as determined by their mobile device’s location. Another option is to target those who are traveling to a location, which Facebook defines as users who have visited a destination within a hundred miles of their home.

Local attractions, restaurants, travel agencies, and other businesses will benefit from this. You can also choose to target everyone in a particular area. That’s what I’m talking about when I say that audiences have been spared. Let’s discuss custom audiences now.

You can use custom audiences to retarget previous website visitors and users who have interacted with your content or app. They can be your most valuable audience because they’ve already expressed interest in your brand. By customer file, website traffic, app activity, offline activity, and Facebook participation, there are a few different approaches to generate a bespoke audience. Simply put, targeting people on specific lists of email accounts, phone numbers, or app IDs is what a customer file entails.

This is an excellent approach to reach out to your blog or app subscribers. You can target folks who have visited your website by looking at their website traffic. It doesn’t matter if it’s your entire website or just a few pages. One of the most interesting things you can do with this option is to target folks who viewed one page but did not visit another.

As an example, you could target users who viewed an offers page but did not visit the offers thank you page, allowing you to retarget abandoned visitors. You’ll need to put the Facebook pixel on your website to build audiences based on online traffic. When someone visits your website and takes an action, such as making a purchase, the Facebook pixel can track it. It also allows you to target individuals based on their behavior.

The Facebook pixel is installed by following a simple set of instructions for embedding pixel code in your website’s header, which we’ve linked to in the extra resources section. If you have an iOS or Android app, you can target users who have used it. You must first register your app and set up app events to target individuals based on their app behavior. You can target customers who have interacted with your company offline, whether in the shop, over the phone, or through other offline channels, by using offline activity.

These people can be retargeted by creating an offline conversion event, such as those who ordered over the phone. You can target those who have interacted with your Facebook material by using the term engagement. Like visiting your Facebook page and engaging with your posts or advertisements, opening or completing a Facebook lead ads form, participating in Facebook events, or even visiting your Instagram company profile. Let’s finish with a discussion of lookalike audiences.

Lookalike audiences allow you to target people who have similar characteristics to your current consumer base. To make a lookalike crowd, you must first make a bespoke audience that looks like the one you desire. Following your selection of a bespoke audience to base your lookalike audience on, Facebook will prompt you to select a place where you want to target a comparable group of people. It’s critical to ensure that your audiences aren’t too broad while generating these audiences, especially if your goal is to generate leads.

Large-scale brand awareness initiatives, not lead generation campaigns, require broad audiences. If your target audience is more than two or three million people, you’ll want to reduce it to one million or less. In some circumstances, such as retargeting or smaller geo-targeted campaigns, your target audience will be considerably less. Simply add more detailed targeting to what you currently have to narrow down a stored audience.

Add other targeting factors such as specific interests to narrow down a custom audience or a lookalike audience. You can also combine various audiences to further refine your results. You should now have a good understanding of Facebook’s targeting capabilities. Always keep your buyer personas in mind when constructing an audience.

Also, don’t be scared to try different audiences to see what works best.