Creating audiences for targeting on Facebook can be done during the setup of a new campaign, or using Facebook Audience Insights. You can choose between everyone on Facebook, people connected to your Page or a Custom Audience. Select either your Facebook page audience or your website visitor list. Facebook will then provide a comparative bar chart showing how your audience compares to the Facebook average. Using this data, it is possible to filter the new audience by demographics, location, interests like and activity, as well as partner category metrics like family earnings, etc.

creating_an_audience1


Facebook Audiences Insights

To open up Facebook Audience Insights, select Tools and click through to audience insights. Once you have created an audience, use Save Audience to add this list to your assets on Facebook.

audience_insights


Building audiences are filtering by demographics, locations, interests, page connections and partner categories. Basic demographics included age, gender, language- as well as more detailed demographic options like parents, relationship status, education, generation and more.  The example screenshots below use education for demographic targeting, interest targeting and behaviour targeting.

demographics facebook


 

Location targeting for building audiences works with countries, cities or even postcodes.

locations targeting facebook

 


Use interests to target people who have shown an interest on Facebook in education. Demographic education targeting uses current education status- rather than new education interests.

facebook-interests


Behaviours targeting include partner categories which are based on purchased off Facebook.

facebook behavior audiences


Target people connector to your page, or friends of people connected to your page, or exclude existing page Fans.

connections

 


Saving Audiences

Once the new audience is complete, choose Save Audience!

 facebook audiences control


Access past audiences created by selecting Open.

custom audience facebook


Once the audience is created and ready to use, create a new ad to use this audience for targeting your ads.

create audience


Start again with audience research to build new audiences.

selecting_an_audience_type

Conclusion

Doing audience research before deciding on a list of target audiences is a good way for audience split testing to work out which targeting works best.


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