Targeting correctly can be a huge pain in the butt! But thank goodness Facebook has some great targeting options.

If you don’t know where to start when it comes to targeting and you have even a small audience, start with Custom Audiences and Lookalike Audiences.

First set up your Custom Audiences. Go to the Ads Manager -> Audiences -> Create a Custom Audience

Build your Custom Audiences (each one below is a different audience):

  • Customer List – Buyers
  • Customer List – Prospects
  • Email List with LTV (if you have that info)
  • All Website Visitors
  • People Who Visited Specific Webpage (this could be many, many, many different audiences) you also have the choice to further define by including and excluding
  • Visitors by Time Spent (percentile 25%, 10%, 5%) – got a really great blog post that people
    spend a lot of time reading? You can target this specific post by time spent.      

            

  • Event: PageViews
  • Event: Leads
  • Event: CompleteRegistration
  • Event: Purchases
  • Engagement Video 25%, 50%, 75%, 95% (could be sooo many depending on how many videos you have)
  • Everyone who engaged with your Page
  • Anyone who visited your Page
  • People who engaged with any post or ad
  • People who clicked on any call-to-action button
  • People who sent a message to your Page
  • People who saved your Page or any post
  • Instagram – everyone who engaged with your business
  • Instagram – anyone who visited your business profile
  • Instagram – people who engaged with any post or ad
  • Instagram – people who sent a message to your business profile
  • Instagram – people who saved any post or ad

Next, turn ALL of your Custom Audiences into Lookalike Audiences when they are over 1K.

Go to Create Audience -> Lookalike Audience

Facebook will go out and find more people like those in your Custom Audiences. Just choose your source (Custom Audience and country and leave at 1%).

  • Lookalike Customer List – Buyers
  • Lookalike Customer List – Prospects
  • Lookalike Email List with LTV (if you have that info)
  • Lookalike All Website Visitors
  • Lookalike People Who Visited Specific Webpage (this could be many, many, many different audiences) you also have the choice to further define by including and excluding
  • Lookalike Visitors by Time Spent (percentile 25%, 10%, 5%) – got a really great blog post that people spend a lot of time reading? You can target this specific post by time spent.
  • Lookalike Event: PageViews
  • Lookalike Event: Leads
  • Lookalike Event: CompleteRegistration
  • Lookalike Event: Purchases
  • Lookalike Engagement Video 25%, 50%, 75%, 95% (could be sooo many depending on how many videos you have)
  • Lookalike Everyone who engaged with your Page
  • Lookalike Anyone who visited your Page
  • Lookalike People who engaged with any post or ad
  • Lookalike People who clicked on any call-to-action button
  • Lookalike People who sent a message to your Page
  • Lookalike People who saved your Page or any post
  • Lookalike Instagram – everyone who engaged with your business
  • Lookalike Instagram – anyone who visited your business profile
  • Lookalike Instagram – people who engaged with any post or ad
  • Lookalike Instagram – people who sent a message to your business profile
  • Lookalike Instagram – people who saved any post or ad

Then you can take each one of these and create additional audiences by separating them by country or age or gender.

For example, we can get four more audiences to test just by defining age and/or gender:

Lookalike Instagram – people who engaged with any post or ad – women only age 25-34

Lookalike Instagram – people who engaged with any post or ad – men only age 25-34

Lookalike Instagram – people who engaged with any post or ad – women only age 35-44

Lookalike Instagram – people who engaged with any post or ad – women only age 45-54

Can you see ALL the possibilities?

Now go test some of the targeted audiences you were able to create! 🙂

-Lisa xo