How to Master Facebook Ad Targeting & Zero-In on Your Audience

How to Master Facebook Ad Targeting & Zero-In on Your Audience

With over 2 billion active users daily and an average use time of 35 minutes per user, it’s a top spot for B2C and B2B advertising. There’s never been a  better time to be familiar with Facebook Ad targeting.

Facebook has hundreds of targeting and ad demographic options. To get the most out of your advertising dollars, you’ll need to zero-in on your audience.

In this article, we’ll explore how to get the most out of that money spent on mastering Facebook Ad targeting and zeroing-in on your target.

What is a Facebook Audience?

The “target” or “market” that you’re going to advertise to is called, “audience” on Facebook. You can target super specifically, like by the amount of education or income. Also targeting options include age, location, gender, job title and much more. The options are almost limitless. For real.

Let’s take a look at some examples.

For this GoPro ad, we might target photographers or people that love to hike or ski. Or we could use Pixel (more on Pixel below) to target users who have visited the GoPro purchase page but didn’t complete the purchase.

gopro facebook example

Or for this ad, Soylent might target vegans, people that like working out or moms that have recently liked their Facebook page or Instagram post.

soylent facebook example

The above examples are just a couple of the many hundreds of ways to target Facebook users. Let’s take a look at Facebook’s primary targeting methods:

Targeting on Facebook

Like we mentioned, there are literally hundreds of ways to target people. Keep in mind that you can use any combination of the targeting methods listed below.

    • Location: You can target users by state, locality, zip code, country, etc. You can get more specific too, like targeting them where they work vs. where they live.
    • Demographics: Demographics means data relating to a population, like age, sex, income, marital status, etc. Facebook offers a ton of demographic options.
    • Interests: Interests are really helpful in defining a target market. Let’s say you’ve got an eCommerce store that sells R&B records, you could target users who have liked vintage record player pages, music pages, R&B artists, jazz pages, etc.
    • Behaviors: Behaviors use the Facebook Pixel (discussed below) to target users. Pixel is a piece of code that tracks user behavior so that you can display ads to people that behave in certain ways. This is one of the most profitable ways to target, as for example, you might show ads to people who recently visited your website’s pricing page or subscribed to your blog.
    • Engagement: Engagement is when someone comments, likes or follows you or your pages on social media. If someone has recently liked one of your Facebook or Instagram posts, you can have Facebook show them your ads.
    • Partner Connections: This method of advertising shows ads based on behaviors users take off of Facebook. For example, if you’re a car dealership, you might target users who have recently applied for a new car loan.
    • Automatic Optimization: Use the many demographic and target options above to zero-in on an audience that works for your company. Facebook will automatically optimize your audience for you.

saved audience example

Let’s say you set up an ad to target new parents that recently joined a gym in Richmond, VA.

Facebook might optimize that ad to reach more new moms vs. new dads because new moms tend to click-through more often. Once you’ve settled on a target that works well, you can use that target to build a successful Facebook Audience (a.k.a. target market). Just remember to save your audience to make future audience building easier.

Increase Conversions Dramatically With Facebook Pixel

Facebook Pixel is a unique code that you plug into the backend of your website. The code tracks user behavior on your site so you target web visitors based on their behaviors.

The goal of using the Pixel is to optimize your Facebook Ads and audiences based on user behavior and the data collected. Pixel allows you to do things like; Retargeting users who have abandoned a cart, who have recently viewed your pricing page or subscribed to a webinar.

Installing Pixel

First, you’ll need to create a Pixel for your site. Navigate to the Ads Manager, click All Tools > Pixels.

set up your Pixel

You’ll be prompted to set up your Pixel, agree to terms and name the Pixel. Then, you’ll install it on your site.

Select manually install Pixel.

manually install Pixel

To install the code, you simply copy and paste it into the header of your website.

copy Pixel code

Find the code in your website. Install the Pixel inside the header. It’ll look something like this when it’s in the right place:

locate your site header

Make sure you save your website data with that code snippet in place!

Next, you’ll set up specific events you’d like to track. The behaviors that you will track are called Events. You tell Facebook what each of these Events is for your website.

For example, to track Lead Generation, you’d toggle the Lead Generation button, and copy/paste the code snippet into the

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