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Getting to know who your customers really are is a crucial step for a successful Facebook Ads campaign. With more than 1 billion daily active Facebook users, it’s absolutely critical that you target only those who are potentially interested in your product.
Advertising to highly targeted audiences lets you create custom ads that are targeting specific ad groups
by showing highly relevant ads to people, they’re more likely to be interested and click on them, leading to a higher CTR
if people see a highly relevant ad, they’ll like and share it with their Facebook friends, giving your brand a free advertising boost
by excluding people who aren’t really interested in your product and offers, you can reach the right audience at a lower cost
Everyone in this location (the default targeting option) – The last updated location of an actual Facebook user
People who live in this location – Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
People recently in this location – Tracked by mobile device usage in the geographic area you intend to target.
People traveling to this location – Users who had this geographic area as a recent location that’s at least 100 miles away from their home location.
We will have another layer of location targeting, allowing to be even more specific.
Age – If you’re targeting an audience with a specified age range, you can easily reach them by telling Facebook who your ideal customers are.
Gender – You can also select to target a particular gender.
Language – If you’re advertising in a particular language, you might want to only target the people who can understand your ads.
Income / Net worth – Based on specific requirements, we can also target people within certain Income Group or people with within a net worth.
Facebook recently improved these options, giving you much more granularity over who will see your ads. Using the new updates provided by Facebook we are able to refine your audience based on many options. As an example, you’ll be able to target people by their political views, life events, job titles, ethnicity, and so on.
When using these advanced options, always keep in mind that some of them only apply to United States citizens and may not work outside of the country.
Interests are one of the best (and easiest) Facebook ads targeting options as they allow you to target people specifically interested in a subject related to your product. For example, you could target people interested in your competitors or your broader market segment, or magazines and blogs covering your market.
To target based on interests, you can either browse the menu with hundreds of interests or simply type in one interest, so that Facebook will suggest to you other related topics.
Unlike precise Interests, Behaviors allow you to target people by purchase history, events they like, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
They are not always useful, but when they are they work great! As an example, you can target people currently traveling or planning their next trip … priceless if you’re in the hotel or event booking market.
Behavioral targeting works best in combination with location, interest, and demographics-based targeting. You can mix all of these together to build a highly defined Facebook audience.
This first type of Facebook Custom Audience is based on your existing customer files – the lists of email accounts, phone numbers or app IDs. The Customer File audience is a great way to target your newsletter subscribers or app users.
Website traffic-based Facebook audiences allow you to create remarketing campaigns for people who have engaged with your website. These are high-value audiences as the users seeing your ads have already shown some interest in it.
Target the users that have engaged with your content on Facebook, e.g. viewed your videos or liked a Page post or even visited your Facebook page or Sent a message to your Page even Saved your Page or posts
Reach the people who have engaged with your iOS or Android app, you can set up a Facebook target audience to do that. To target people based on the app activity, you first need to register your app and set up app events.
Facebook Lookalike Audiences let you reach the people who are similar to your existing customer database – making them highly likely to convert as well.
To create a Lookalike Audience, you first need to create a Custom Audience to tell Facebook what type of users you want to reach. Next, select the “Lookalike Audience” from the audience creation menu and select a target country and a percentage (1%-10%) of the targeted country’s Facebook users. The percentage signifies the people most similar to your selected Custom Audience.
Lookalike Audiences help you to extend your ad campaign’s reach so that you only target people who are likely to be interested in your offer.