Effective Facebook targeting leads to an increase in ad conversions while lowering the cost per conversion—the ultimate measure of an ad’s value.
The success of a Facebook Ad campaign lies in the knowledge of the targeting options to choose from to ensure your ads reach the right people. Some social media strategist may not know this and wonder why they hardly get any return on investments for all their ad campaigns.
Using Facebook targeting tools when running an ad is very effective and helps businesses reach their target audience and even boost sales. Due to the billions of people using Facebook and other related platforms like Messenger, WhatsApp, and Instagram, it is easy to collect necessary data from them. And advertisers can use the information to reach their target audience.
It becomes easier to connect with your audience on when you know the available Facebook target options to use in running your campaign. Here, we are going to discuss the different targeting options to use, but first, let’s look at how Facebook defines its audience.
There are three ways in which Facebook defines its audience, and they are core, custom, and lookalike audience.
The core audiences are people Facebook targets through data it has gathered from its users. The custom audiences are data collected from people who visit your website, mobile apps, or you’ve communicated with through your CMS software. The lookalike audience is a combination of the core and custom audience.
Here are the available targeting options Facebook uses to find your target market:
Here Facebook uses data it gathers from the users on its platform to give you targeting options. The options are:
You can target countries, cities, region, and even postal codes of people on Facebook. In location targeting, you have the options to target:
If you want to be specific on the people your ad reaches, probably you want those from a particular geographical region, this targeting is the best. It gives you options to target:
If you decide that it is best to use the information people make public on Facebook, you can go with demographic targeting. It gives you the option to target:
Also referred to as detailed targeting, this type of targeting allows you to reach people based on shared interests or their hobbies. Here you have the option to target interests based on:
You can reach people based on the mobile and desktop devices they are using. It gives you the option to target:
Connections targeting is more of a retargeting option because Facebook allows brands to reconnect with people they’ve connected with in the past. It gives them opportunities to target:
This targeting basis on the culture people has identified with based on their interactions. It is only available in the United States, but eligibility does not include employment, housing, or credit ads.
If you wish to run a political or election campaign ad, you can use the political view targeting option to reach people with the specific political views you desire. However, you will need to complete an authorization process first.
Using data gathered from other sites and software you operate, Facebook can help you find customers on its platform. It provides you with target options such as:
To get Facebook to create an audience of people who have used your app, register your app, and install the Facebook SDK in it. To target people who have visited your website, you can show them the specific content they engaged with while on your site. However, you need to install the Facebook pixel for it to work.
You can always use existing customer data to find new audiences if you don’t want to go through the stress of using the core targeting options like demographics, location, regional, and the rest.
Facebook will use your customer data to find new audiences that will share the same characteristics with the existing one down to their purchasing behavior.