Discover Your Perfect Audience Using Proven Targeting Strategies

Meta Business Ads

In the dynamic landscape of digital advertising, finding and engaging with your ideal audience is the cornerstone of success. With Meta Business Ads, businesses have access to a plethora of targeting options to refine your audience and maximize the impact of your campaigns, find your perfect audience.

You'll discover how to:

1. Mastering the Basics of Broad Targeting

2. Maximizing Connections with Expert Targeting Strategies

3. Refining Your Audience with Advanced Best Practices

Mastering the Basics of Broad Targeting

Mastering broad targeting involves using general criteria such as demographics (age, gender, location) and interests to reach a wide audience with your ads. It's about casting a broad net to increase the visibility of your ads and attract potential customers who may be interested in your products or services.

Source: Meta

Tips for using broad targeting

1. Ensuring your ad campaign reaches a broad audience of at least 2 million individuals.

Reaching a broad audience of at least 2 million individuals ensures wide exposure and engagement potential for your ads across Meta's platform, maximizing opportunities for customer reach and brand engagement, leading to increased conversions and business growth.

2. Utilize Broad Targeting Options.

Meta Business Ads offer broad targeting options based on demographics, interests, and behaviours. Experiment with different targeting parameters to reach a wide audience that aligns with your audience persona.

Source: Meta

3. Consolidating similar ad sets helps prevent audience overlap.

This practice improves ad efficiency and prevents unnecessary competition among your ads for the same audience's attention. By consolidating ad sets, you can streamline your campaign management process and optimize your ad spend for better performance and results.

Source: Meta

Maximizing Connections with Expert Targeting Strategies

Maximizing connections with expert targeting strategies means using advanced options to reach specific audience segments effectively. This includes using features like lookalike audiences and custom audiences. By doing this, advertisers can boost engagement and conversions. Here are the steps for building advanced audience.

How to create audiences for your ad campaigns

You can create three types of audiences for your ad campaigns: New audience, Custom Audience, and Lookalike Audience - in Meta Business Ads to effectively reach and engage with your target audience.

1. New Audience

New audience is the default audience for an ad set in Ads Manager. You can build a new audience based on characteristics such as location, age, gender, detailed targeting and language.

For audience size, we generally recommend between two and ten million people. The more people in your audience, the more opportunities that the ad auction will have to deliver ads, observe outcomes and adjust along the way.

Your audience size can vary if you have niche products or are looking to reach specific markets.

Source: Meta

2. Custom Audience

This allows you to target users who have already shown an interest in your business. You can build custom audiences based on existing customer lists, website visitors, app users, or engagement with your Facebook Page or Instagram profile.

If you want to reach people who have viewed one of your videos on Facebook or Instagram, you could create a customer audience to re-engage them.

Source: Meta

3. Lookalike Audience

You can also reach new people who are similar to your current customers or engaged audiences. Expand your reach by creating lookalike audiences that mirror the characteristics of your existing customers. Meta Business Ads analyses your custom audience data to identify users who share similar traits and behaviours.

A 1% lookalike consists of people most similar to your source. Increasing the percentage creates a larger audience, can increase potential reach and reduces the level of similarity between your Lookalike Audience and source audience.

Source: Meta

Refining Your Audience with Advanced Best Practices

Now that you've enhanced your targeting by adding additional audiences, apply these proven tips to your next campaign.

1. Combined broad targeting with custom and lookalike audiences.

Campaigns that utilize custom and lookalike audiences, targeting at least 2 million people tend to perform better.

Source: Meta

2. Get granular with audience behaviour.

Create separate retargeting audiences based on time frames, such as those who visited your website in the last 14 days versus 30 days. This allows for tailored ads suited to different stages of the customer journey.

Source: Meta

3. Use exclusion to increase efficiency

Maintaining distinct audiences prevents overlap, avoiding competition between your ads in the auction.

Source: Meta

4. Run an A/B test.

Use A/B testing and audience insights to refine your targeting and messaging for maximum impact.

Source: Meta

5. Use Advantage+ audience

The Advantage+ audience targets consumers with a strong inclination to shop online. It focuses on users who frequently engage with eCommerce platforms and websites, making them more likely to convert, leading to better campaign results for advertisers.

Source: Meta

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