How to Build Facebook Ads Audiences for Targeting Using Insights & Suggestions

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. Facebook will then provide a comparative bar chart showing how your target 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.

*Tip. Setup custom audiences for remarketing to website cookies, email id’s or past engagement with your Facebook page or/and adverts, and let Facebook suggest the best targeting options as you build a campaign. This does require a decent sized audience on or off Facebook for Facebook to match the records. (See figure 5 for suggestions). 


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.


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 behavioural 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. Suggestions appear after selecting a targeting option.


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.



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.



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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