getting started with audience targeting
effective Facebook advertising starts
with creating a compelling ad but you
also need to find and target the right
audiences to show that ad to the ones
that are more likely to click on it and
become leads and customers Facebook Ads
give you a huge opportunity to reach
brand new audiences the question is
which audiences do you want to reach and
how do you reach them 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 that
means that you have to know your buyer
personas really really well
buyer personas are fictional generalized
characters that share demographics
interests and goals with your real and
potential customers what's your ideal
customers age gender location and income
level what are their interests like
certain TV shows books blogs or clothing
brands creating a buyer persona is a
process that requires a lot of research
and real customer data and interviews
but it's well worth the work because
buyer personas and targeted advertising
on Facebook really do go well together
once you have a really good idea of who
your ideal customer is and what they're
interested in you'll be able to target
them on facebook much more effectively
so let's talk about how your buyer
persona fits into the options available
on facebook facebook's audience manager
tool is where you'll create and manage
your target audiences when you're
creating an ad here you'll find that
facebook offers a wide range of
targeting options that'll help you find
the right niche this is where a lot of
people get tripped up what kind of
audience should you go after how big or
small should your audience be how do you
know if the audience that you chose is a
good one facebook offers three primary
audience types saved audience custom
audience and look-alike audience let's
go through the basics of each of these
so that you know what your options are
saved audiences let you target people
based on demographic
interests and locations for demographics
you have a lot of targeting options that
help you refine your audience like age
range gender and language for interests
you can target people interested in
things that your target audience is
interested in and are related to your
business or product so for example you
might target people interested in your
competitors or your broader market
segments or magazines and blogs covering
your market there are hundreds of
interests that you can choose from so
instead of browsing through them all you
might just want to type in one interest
and then look at the suggestions that
facebook gives you interests location
and demographics are only a few options
for targeting you can also target people
by their political views life events
ethnicity and so on company and job
titles are good ones for b2b companies
for location Facebook lets you drill
down pretty specifically from country
region and county all the way down to
city postal code or even a specific
address radius location is not limited
to just people who live in that location
you can also target people who are
recently in a specific location tracked
by where they use their mobile device
another option is to target people
traveling to a location which Facebook
defines as users who had a certain
geographic area as a recent location
that's at least a hundred miles away
from their home location this is great
for businesses like local attractions
restaurants travel businesses and so on
or you can target everyone in a location
so that saved audiences now let's talk
about custom audiences custom audiences
let you retarget past website visitors
and people who have engaged with your
content or app because these people have
shown interest in your brand already
they can be your highest value audience
there are a few different ways to create
a custom audience by customer file by
website traffic by app activity by
offline activity and by engagement on
Facebook by customer file simply means
that you can target people who are on
lists of email accounts phone numbers or
app IDs this is a great way to target
your blog subscribers or app users by
website traffic means that you can
target people who have engaged with your
website whether it's your website as a
whole or specific web pages actually one
of the coolest things that you can do
with this option is target people who
visited a certain page but did not visit
another certain page so for example you
might target people who visited an
offers page but did not visit the offers
Thank You page which will help you
retarget abandoned visitors to create
audiences based on web traffic you'll
need to install the Facebook pixel on
your website the Facebook pixel can
track when someone visits your website
and when they take an action like buying
something and it lets you target people
based on those actions installing the
Facebook pixel involves a simple set of
instructions for placing pixel code on
the header of your website which we've
linked to in the additional resources
section by app activity means that you
can target people who have engaged with
your iOS or Android app if you have one
to target people based on the app
activity you first need to register your
app and set up at the vents by offline
activity means you can target people who
have engaged with your business offline
whether it was in the store by phone or
through other offline channels you can
retarget these people by creating an
offline conversion event like those who
ordered from you over the phone my
engagement means that you can target
people who have engaged with your
content on Facebook like visited your
Facebook page or engage with your posts
or ads opened or completed a facebook
lead ads form interacted with your
Facebook events or even visited your
Instagram business profile finally let's
talk about look-alike audiences
look-alike audiences let you target
people who look like your existing
customer database to create a look like
audience you need to first create an
audience that you want it to look like
which you can do by creating a custom
audience first once you pick a custom
audience to base your look like audience
off of Facebook will ask you to pick a
low-key
where you want to target a similar set
of people as you're creating these
audiences it's really important to make
sure that your audiences are not too
broad especially if your goal is Leeds
broad audiences are best for large-scale
brand awareness campaigns not lead-gen
campaigns if you're seeing that the
audience you've chosen is over two or
three million people you're gonna want
to narrow your audience down so that
you're closer to 1 million tops or
smaller there will be certain cases like
with retargeting or in smaller geo
targeted campaigns where your ideal
audience will be a good deal smaller
than that to narrow down a saved
audiences all you have to do is add more
detailed targeting to what you already
have to narrow down a custom audience or
a look-alike audience add extra
targeting parameters like specific
interests you also have the option of
combining multiple audiences to narrow
them down even further now you should
have a good idea of the targeting
options that are available with Facebook
remember when you're creating an
audience always have your buyer personas
in mind and don't be afraid to
experiment with different audiences to
find what's the most cost efficient
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