When advertising on social media, you are taking advantage of approaching billions of users. Although social media is a plentiful source of audience, not every user on social media is your target customer. Depending on your marketing goals and budgets, you can filter who you want to show your ads to.
Facebook provides advertisers exceptionally targeting features to let them use the marketing money effectively. With Ads Manager, you can target audiences with numerous targeting parameters.
Facebook is powerful because they only show ads to people who are most likely to find your ads relevant. To achieve that, you should identify your audience correctly. To define your audience on Facebook Ads campaign, there are 3 ways you can do within Facebook Ad manager: Core Audience, Custom Audience, and Lookalike Audience.
Core Audience is a set of rules you define to tell Facebook the characteristics of your potential audience. This is the easiest and useful targeting feature to broaden your audience.
Core Audience allows you to reach people based on five main criterias:
You can reach people in specific suburbs, cities or countries who are locals, travellers, or new residences.
Choosing the right type of residence is practical in Facebook Ads. For example, if you are running a souvenir shop in Melbourne, you might want to show your ads to people who are travellers in Melbourne.
Within location, you have the option of excluding showing your ads to the people living in a specific location. For example, if you want to target people living in Australia, except for Melbourne; you can target Australia location and exclude Melbourne.
Audiences can be filtered by age, gender, and languages. These are just the three basics. In addition, you get it more detailed by defining education, relationship, parents, ect.
People with different interests and hobbies react differently to your ads. Thus, you should gather people who have their interests related to your products or services. For example, you don’t want to target people who like games to show your ad about facial skincares. This doesn’t mean people like games don’t use skincare, but the better option here is to target people having interest in beauty.
Remember to add more than one interest to make your reach broader.
Behaviour is important in certain cases. This gives you more options to define the audience. One powerful category is device usage. If you are running an ad to promote your mobile app, you might want to target mobile users only.
Another targeting option is people who are connected to your Facebook Page or event. Targeting people who already know you give you higher chance to get the deals.
In some cases, you might want to exclude people who like your page because you want to find new customers.
In general, core audience works best when you don’t have a database about your potential customer and you want to expand your reach. This type of targeting requires you to have a comprehensive look at the characteristics of your potential audience.
It sounds easy but it’s not. If you target too widely, you are wasting your money on irrelevant people. If you target too specific, you are missing the opportunities to reach more people.
The recommendation here is that you should understand your wanted audience first. It won’t hurt to test on different audience pools, but you should keep your eyes on the test to get the insights.