One thing that comes up again and again as a Facebook advertiser is the use Facebook’s audience targeting and the ways in which we can define who our ads are seen by.
What area do we want to target? What age? What gender? What interests? Do we want to exclude certain interests, do we want to exclude people who like our page? There are a lot of things to consider when setting up your custom, lookalike and saved audiences and it is sometimes a fine art getting them set up correctly – too large and your ads may not be relevant and perform poorly, too small and frequency could be high and/or your audience may be exhausted quickly.
Audiences should be continually tested, optimised and improved to ensure we, as advertisers, are getting the most out of our client’s ad spend and ultimately getting their advert in front of the right people, at the right time.
Below are examples of what I consider to be the bare essentials when creating audiences for Facebook:
- Core Audience(s)
- Retargeting
- Lookalikes