How to Create a Targeted Facebook Ad Audience Using Power Editor

8 Facebook Ad Targeting Strategies

Target by Location

Target by Age

Target by Gender

Target by Precise Interests

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8 Facebook Ad Targeting Strategies

Target by Broad Categories

Target by Connections

Target by By Custom Audience

Target By Lookalike Audience

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Targeting by Location1

Targeting by Location

If your market is international (SaaS companies, for instance) you should target to any english-speaking country

If your market is city or country-specific, focus on that city or you’re wasting your money

Note that Facebook won’t let you target two specific cities within two different countries. You’ll have to create two different advertisements or campaigns to do so

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Targeting by Age2

Targeting by Age

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There are some products for which there is no targeted age group. B2B companies could possibly eliminate 18 and below but as you’re targeting more specifically later (see Precise Interest Targeting) there’s no real point.

For retailers, I would advise a number of different advertisements targeted at different age groups depending on the product (see Testing below).

Targeting by Gender3

Targeting by Gender

Few products are obviously gender specific.

Retailers could, however, test targeting their products by gender and changing the image or text:

Example for a spa holiday contest:● Target women and change the copy to: ‘Do you and your husband need a

weekend away?’ Win a weekend at the spa worth $500!”● Target men and change the copy to: ‘Does your wife deserve a weekend

away? Get a weekend for two at the spa worth $500!”

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Targeting by Precise Interest 4

Targeting by Precise Interest

Precise Interest targeting allows you to define your advertisement target by what they are interested in

Facebook identifies user’s interests from:● Listed interests● Activities● Education and job titles● Pages they Like● Apps they use● Groups to which they belong

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Targeting by Broad Category55

Targeting by Broad Category

Broad Category targeting allows you to target your audience based on what they’ve included in their timelines

This includes relationship status, political leanings, travel, birthdays, new job, recently moved, etc

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Targeting by Connections6

Targeting by Connections

Facebook allows you to target by your brand’s connections.

This allows you to make a product or download only available to Facebook users who have Liked your brand’s page.

Remember that after targeting connected users there would be no point in targeting by either Precise Interest or Broad Categories.

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Targeting by Custom Audience7

Targeting by Custom Audience

Facebook allows you to target your ad’s audience based on your existing customer relationship management system.

This means you can target current customers, lapsed or inactive customers, recent contest participants, etc.

Basically any existing contact you have that you want to reach with highly targeted content.

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Targeting by Lookalike Audience8

Targeting by Lookalike Audience

How to create a Lookalike Audience:

Create a custom audience, select the audience and click ‘Create Similar Audience’

Choose the country from which you’d like to draw a similar set of people

Select whether you want to optimize for Similarity or Greater Reach

Facebook will then create a lookalike audience based on characteristics similar to the original custom audience list.

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Bonus Section: Testing your Ad9

Testing your Ad

Advertisement A is the ‘control’ advertisement (the main advertisement that’s been running and that we know the CTR and Engagement for).

Advertisement B is our variation (same title and text, different image)

We can change the targeted demographic to Facebook users aged 40+ (given that the people in the image are middle-aged) and compare our results

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Further Reading

4 Ways to Combat Facebook Ad Fatigue

Six Facebook Metrics Small Businesses Shouldn’t Obsess Over

The Science of Keeping your Facebook Fans Engaged

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