Reach Your Target Audience Using Facebook Ads
In order to ensure that your company’s ads are as effective as possible, it is important to understand your target audience. Facebook uses three different selection tools to help you clearly define this audience, helping you to reach potential customers and optimize your ad engagement.
With Core Audiences, you can use geography, behavior, demographics, connections, or interests to target either a broad network of Facebook account holders
or specific communities. Choose from specific cities, communities, and countries where you want to advertise your business or use consumer preferences such as purchasing behavior or device usage. Using demographics you can select your audience based on age, gender, education, job title, and more! You can further define your audience based on the interests and hobbies of the users that you want to reach. These targeting techniques help ensure that your targeted ads are relevant and appealing to those who view them.
Custom Audiences allow you to retarget individuals who have already engaged or shown interest in your company. This includes any individual who reacted to your Facebook page, purchased products on your website, downloaded your app, or visited your store. Facebook will even use a pre-existing email list of customers to create a custom list of people, based on who visited your site or used your app. For example, Facebook will gather data if a customer added an item to their cart but didn’t complete the purchase, or which ads they saw before entering your site. This technique allows you to retain loyal customers and reach out to an audience who already knows you.
After you’ve created a few valuable customers, lookalike audiences allow you to reach consumers that are similar to your current customers. Begin by creating a source audience of people you already know. Consider choosing 1,000 to 50,000 of your best customers. Facebook will then create a lookalike audience based on the traits, interests, and demographics of the source audience. This is an effective and easy way to reach people who are most likely to be interested in your business.