A Guide to Facebook Audience Targeting

By Emily Pribanic - Last Updated on January 6, 2020
A Guide to Facebook Audience Targeting

Facebook targeting ads are simple with the tools Facebook provides.

Facebook offers many tools to help companies target their audiences in the best way possible. When marketing managers optimize these tools, companies are able to generate leads and conversions from their ads.

Facebook has made it simple for companies to target audiences. With the option to create save, custom and lookalike audiences for a company’s Facebook page, the only thing marketing managers need to focus on is appealing to those particular audiences in the best way possible.

Different Audience Targeting Methods on Facebook

  • Location-Based Targeting
  • Demographic-Based Targeting
  • Interest-Based Targeting
  • Behavior-Based Targeting

Once a company has created a Facebook target audience, the next step is to appeal to each audience in the best way possible. Facebook has made it simple to target different people based on their location. A marketing manager has the option to target audiences on Facebook using their current location, the location they live in, the location they were most recently in and people that will travel to a particular location. This Facebook ad tool is helpful for businesses that have products and services that are specific to a certain area. Facebook also allows marketing managers to target audiences based on their demographics. This tool is handy for companies that have items or services that appeal to certain age groups, genders, relationship status, income or even their views on politics.

Another way Facebook has made it simple for companies to target their ideal audience better is their interest-based targeting tools. This tool is one of the best Facebook ad targeting options available. The Facebook interest targeting tool allows companies to target people specifically interested in any subject related to the company’s product or service. This tool allows marketers to either browse the menu that offers hundreds of interests or even type in their own and Facebook will suggest interests related to that topic. Facebook also offers behavior-based targeting that targets people based on their purchase history.

Best Way to Advertise on Facebook

Marketing managers are able to create Facebook custom audiences and for this reason, managers need to focus on gaining audience insights. Gaining these insights allows marketers to learn about their audience before risking their budget or targeting them. Marketing managers are able to mine available Facebook data and learn exactly who their target market is based on the people who already like their company page. Creating unique AD sets for each specific audience is another thing marketers can do to ensure they’re advertising the best way possible on Facebook.

Facebook has a feature that allows marketing managers to create separate ads that can be sent out to separate audiences. This feature allows managers to target each separate audience they have and should not be overlooked. To appeal to audiences in the best way, the smartest managers use striking imagery that is visually stunning to viewers. When it comes to Facebook ads, the images used are just as important as the copy. The most important thing to do before a company launches a Facebook ad campaign is to set a budget. Facebook makes this process easy with their optimized CPM tool.

Best Facebook Advertising Strategies

The first thing to do when deciding to use Facebook to target audiences is to choose the right target audience for your business. Ads, whether on Facebook or elsewhere, are only as effective as how well a company can define their target audience. Without knowing the desires, wants, needs and everything possible about an audience, marketers will not be successful at being able to appeal to them. The next strategy is to test different ad types. Companies have many options of ad types on Facebook like carousel ads, offers and homepage ads, video ads, promotion posts and lead ads.

For a marketing manager to understand which ad type works best for their audience and their business, they need to test each ad type they believe will generate more leads and conversions. For companies that aren’t positive about who their target audience should be or what type of ads to use on Facebook, it is beneficial to remarket to existing leads. Marketing managers can test which ads work best and to which audience by remarketing to people who have visited their website, who have made a purchase on their site and people on their email list. This strategy is almost risk-free because these people have already shown interest in your company. No matter what type of ad campaign a company decides to push, it is important to remember to create a budget-friendly advertising strategy.

Detailed targeting on Facebook has become very simple thanks to targeting tools Facebook has provided to marketers. Facebook has not only made targeting specific audiences much easier, they’ve made it easier for companies to find their target audience. Marketing managers using Facebook to target audiences have advantages marketing managers not using the platform do not have. Facebook is an excellent platform for companies to target their audiences, even if they have multiple audiences they are trying to target. When the targeting tools Facebook provides are used to their full potential, companies are able to advertise to all of their audiences the best way possible.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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