Selecting a target audience
There’s no doubt about it. The ability to select a highly targeted audience is the biggest benefit Facebook ads have over other forms of online advertising. And maybe even all other forms of advertising.
But the ability to really hone in on one audience may actually hurt businesses more than help them if they don’t know how to do it effectively.
It starts with choosing general information such as users’ location, age, gender and language to target the audience.
From there, business owners should check out the ‘Detailed targeting’ section of Ads Manager, which will let business owners further target their audience by choosing from different interests, behaviors, demographics, income levels, purchasing behaviors, and more.
And lastly, one of the best ways to build a target audience on Facebook is to select a ‘Custom audience.’ These audiences are typically those that are already somewhat familiar with the business and have already shown that they like and/or trust the business.
These can be people that have interacted with the business’ Facebook page, are part of an email list the business has already collected, or a lookalike audience.
Lookalike audiences are targeted audiences that already share many similarities with an audience the business owner selects. So if the business owner already has an email database, they can use that to create a lookalike audience of brand new customers or users, but that are very similar to the original audience.