How to set up the perfect ad audience

Setting up the perfect audience is probably the most important part of creating a successful ad campaign.

Knowing your personas and only targeting those who are interested in what you have to offer is critical - after all, you don’t want to waste money on people that aren’t going to convert.

setting up the perfect ads audience

Facebook saved audiences

There are three audience types to choose from on Facebook, but as the ‘core audience type’, we’re going to delve into building the perfect saved audience.

Facebook saved ads audiences

Facebook saved audiences, also known as ‘core audiences’, can be created either in the campaign setup or in the 'audiences' portal of Facebook. Saved audiences are great as they allow you to create a defined target audience by honing in on specific demographics of users, such as:

Location-based targeting

First up, you’ll want to define the locations of your target audience; you have the option to include/exclude as many locations as you need to narrow down your audience. To be as specific as possible, you can arrange by:

  • Country
  • State/region
  • Counties 
  • Cities
  • Postal code
  • Specific address radius

You can also narrow down with another layer of location targeting, using the additional options of people living in this location, people currently in this location, or people traveling to this location.

location based targeting ads

Demographics-based targeting

Demographic targeting on Facebook allows you to be very precise. There are plenty of options to choose from to refine your audience:

  • Age - Perfect if you’re targeting a specific age range; you can easily reach them by telling Facebook who your ideal personas are.
  • Gender - If your product or service (or ranges within them) is targeted at a specific gender then this helps filter out bad-fit prospects. 
  • Languages - A practical detail for if you’re advertising in a particular language.

You can also get even more detailed with options for education, financial situation, life events and work. If you have really defined buyer personas, these elements are essential.

demographics based ads targeting
Demographics based targeting ads

Interest-based targeting

Interests are one of Facebook’s best targeting options as they allow you to target people specifically interested in a subject related to what you’re offering. It’s a great way to advertise your products or services to potential customers who have specific interests and hobbies.

You can browse interests in the menu, or type in your own suggestions to find the most suitable options.

You can reach specific audiences by looking at their interests, activities, the pages they have liked and closely related topics. Adding more than one interest will target people with at least one of them so you’ll make your reach broader.

Interest based ads targeting

Behaviour-based targeting

This type of targeting allows you to target people based on purchase behaviours or intents, device usage and more. This data is gathered by Facebook analysing many factors and also using external data sets.

This type isn’t always useful, but the wide range of available behaviours can create great opportunities for brands to show relevant ads and increase conversions. 

Once you’ve set up and saved your core ads audience, it can then also be used as a target group for creating 'lookalike audiences'. Facebook provides many possibilities for mixing types of Facebook Ads to target audiences, so a well-defined core audience can be extremely helpful.

Behaviour based ads targeting