Setting Up Ad Targeting on Facebook

Ad Targeting on Facebook

Facebook is a premier site for B2C and B2B advertising, with more than 2 billion users worldwide and an estimated use duration of 35 minutes/ user. There has not been a better moment to learn about Ad targeting than now.

Facebook has a plethora of targeting and ad demographic possibilities. You’ll need to narrow down your target audience to get more bang for your buck with your advertising spending. Ads that are targeted to specific demographics can enhance click-through rates. This will also attract traffic to websites, increase brand awareness, or accomplish some other marketing goals.

Choosing appealing creatives and creating the correct marketing message are both beneficial.  The true issue, though, is finding the proper individuals. This is the reason should investigate Facebook Ads audiences and perfect your advertising.

8 effective ad targeting methods

Facebook Ad Targeting

  • Look for unicorn-related content.

Before we proceed on to audience targeting, let’s begin with a hint about how to tailor your ad content. You’ve probably heard about “unicorn marketing” if you are a part of content marketing. But, if you have missed the buzz surrounding this concept, below is a refresher.

Larry Kim, the CEO of MobileMonkey and an Inc. columnist, came up with the term. The 80/20 rule states that if you put in 20% of your work, you’ll get 80% of your outcomes. According to Kim, the 98/2 rule applies to content marketing.

Only 2% of the content will score well on social media and in search results. At the same time elevated conversion rates are obtained. He claims that digital marketing is a volume-based endeavor. To get to the unicorns, all you have to do is make a lot of “donkey” material.

So, what unicorn-related content do you have? It’s the blog article that goes viral on social media and, rockets to the top of Google search results. The one that sends a flood of visitors to your webpages.

It’s impossible to anticipate what will “go unicorn” depending on a criteria for determining exceptional content. Instead, you must closely monitor your social media metrics and effectiveness. Repurpose over performing content into a Facebook ad whenever you see it. Create an infographic as well as a video out of it.

To make this material work even better, test it in numerous formats with your core audiences. Most importantly, ensure you link your unicorn material to the people most inclined to engage.

  • Using Consumer Insights, target the fans of your competition.

Facebook Audience Insights provides a wealth of data that might assist you in better understanding your Facebook fans. You may then utilize the information to figure out how to reach out to new consumers.

Our favorite Audience Insights method is to use the data to figure out who your social competitors are. Then go for existing supporters of your competition.

Just follow some simple steps:

  1. Select Everybody on Facebook from the Audience Insights panel.
  2. Use basic parameters such as geography, age, gender, and interests beneath Create Audience just on left side of the page. As a result, you’ll be able to create a viewership that closely resembles your target demographic.
  3. To check which sites your intended audience is already interested in, go to the Page Likes section. This list should be copied and pasted into spreadsheets or a text document.
  4. Return to the Create Audience section. In the Interests box, enter the identity of one of your competitors’ Facebook Profiles. Although not every competitor will pique your attention, those who do…
  5. On the right hand side, look at the demographics data. Check if you can learn anything more about your customer that can assist you in focusing your adverts more accurately.
  6. Make a new target market predicated on this new demographic information. Then put it to the test with one of your current audiences.
  7. Alternatively, you can just click Save to create a following centered on the fans of your competitors.

You can narrow down this crowd to find the ideal match for your company’s and campaign’s objectives. However, this is an excellent method to begin using Facebook to identify individuals who are relevant to you.

  • Remarketing with Custom Audiences

Remarketing is a great way to engage with prospective clients on Facebook. Those who already have indicated a desire to purchase your goods. You can select to display your advertising to those who recently visited your page with Facebook Custom Audiences targeting settings.

Someone who has browsed through pages, or even individuals who have glanced at particular products. You might also select to omit recent purchasers if you believe they are improbable to switch again in the near future. You must first download the Facebook Pixel and then use Facebook Custom Audiences depending on page views.

After that, build your remarketing community by following these steps:

  1. Using Ads Manager, just go to Audiences.
  2. Create customized Audiences by clicking the Create button.
  3. Visit Website Traffic
  4. Pick your pixel.
  5. Create a set of targeted guidelines.
  6. Create an audience by giving it a name and clicking the Create Audience button.
  • Finding Lookalike Audiences

Lookalike Audiences enable us to create targeted groups of potential consumers who have similar traits to those who have already purchased from you. In terms of audience matching, Facebook’s technologies are actually a lot more advanced.

You don’t need to understand what data pieces you’re seeking to match using Lookalike Audiences. That will be determined by Facebook.

Let’s have a brief rundown of how to do it:

  1. Within your Ads Manager, select Audiences.
  2. Build a Lookalike Audience by clicking the Create a Lookalike Audience button.
  3. Select your target audience. This is the set of current consumers or fans whose traits you’d like to replicate.
  4. Choose the areas you want to focus on
  5. Choose the size of your audience. Smaller numbers are more closely related to the qualities of your target audience.
  6. Create an audience by clicking the Create Audience button.
  • Precision with layered targeting

Facebook has a plethora of targeting choices available. The options appear to be grouped into three categories. These are interests, demographics and behavior. However, things get a lot more specific inside each of these groups.

You can select to focus parents, for instance, within demographics. Then you may limit it down even more to parents having children. You can also target people based on their marital relationship and occupation

Consider what occurs when various layers of targeting are combined. That’s just based on statistics.

You’ll notice on the right side of the website as you grow your following. It gets little along with your prospective reach. Facebook will notify you if you become too precise.

Instead of adverts to advertise your business in general, this method works well for promotions tailored to target a certain population. For the best outcomes, pair this fine-tuned Facebook targeted advertising with a homepage that talks directly to a specific audience.

  • Try mixing two distinct audiences.

Obviously, not all products or offers are well suited to this level of Facebook targeting. Perhaps you’re unsure which demographics or behavior areas you’d like to pursue with a particular ad. You only get a hazy idea of the category you want to focus on. So, what should you do if your target market is simply too big?

Integrate it with a separate audience, even if the latter appears to be unconnected. This effectively reduces the size of the prospective audience in half. Because everyone who sees the ad is in on the humor, it’ll almost certainly result in a substantially greater interaction rate.

We started with an old piece of artwork and worked our way backwards. However, you might choose two unconnected audiences to mix. Then, to reach specifically to that demographic, craft a tailored piece of information.

  • Ad Relevance Diagnostics

Facebook’s relevance score was supplanted with 3 new “ad relevance diagnostics” in 2019. These are Quality, Engagement rate and Conversion rate ranking. “People like to see advertising that are related to them,” Facebook explains. When firms target their advertisements to the right people, they experience better results.

That is why, before presenting an offer to a person, we analyze how helpful every ad is to that individual.  The goal is to show your advertisement to the right people. The one who is most inclined to act relying on that specific advertisement. Relevance is defined in this way.

Here are a few key points to assist you enhance your ranking results:

  1. Prioritize quality over quantity, with strong images and succinct copy.
  2. Select the appropriate ad format.
  3. Try for a modest frequency of ads.
  4. Ads should be placed at opportune times.
  5. A/B testing can help you improve your marketing.
  6. Keep a watch on what your rivals are advertising.

If your advertisements aren’t doing as well as you’d like, just use ad relevance diagnostics to see where you might enhance targeting:

Ranking of poor quality: Change your intended audience to someone who is more willing to accept the ad’s special creativity.

Ranking with a low rate of engagement: Make your advertising more precise to reach folks who are more inclined to engage.

Ranking with a low conversion efficiency: Make an effort to reach out to those who have a higher level of intent. Selecting “interested shoppers” under purchasing behavior could be enough.

Remember that relevancy means matching the appropriate advertisement to the right crowd. There will be no single ad that is suitable to all. The one and only way to maintain a high relevance rating is to use effective targeted techniques.

  • Don’t act foolishly

Although it may seem self-evident, there are some actions you shouldn’t do when focusing Facebook advertising. These have the potential to harm your Social relationships as well as your ties with prospective clients.

So, if you want to maximize the effectiveness of your Social ad targeting, avoid these things.

Uploading bought email lists is not recommended: First and foremost, this violates Facebook’s terms & conditions for Custom Audiences. Users may also check whether firms have posted a listing with your information and marketed to it.

Don’t expect your tailored adverts to be kept confidential: You only spend to display your advertisement to the groups of individuals you’ve chosen. However, they aren’t the only people who can watch your advertisement. A Facebook user who visits your Ad Library, which is available through your Page Transparency area, can see all of the advertising you’ve run. Keep in mind that although you don’t approach them, every potential buyer can view all of your adverts. When determining what graphics and content to use in your adverts, keep this in mind.

On each of these issues, the crucial lesson is that your advertising conduct is apparent to anyone on Facebook. So, be courteous and avoid being a jerk.


Facebook’s targeting options are nearly limitless. You’ll discover that you can specific audience once you look into the more complex options. Don’t be afraid to experiment with various kinds of Facebook Advertising reach consumers, mix them up, and fine-tune your ads. Begin by looking at Facebook Audience Insights to discover further about your fans. We hope you’ve gained some clarity into how to use Facebook ads to target your audience.