Facebook Ads: Step 4.4 Tips for Choosing an Ad Audience

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Background:

Every ad you create needs to set your audience, and you need to know your audience.
Audiences can be created based on region, interests, demographics, and other characteristics. When you create an audience, you need to think carefully about what characteristics the people are most likely to be interested in your products, services, or business, and how large your audience is.

First, analysis of the existing customer base (if any)

Think about their hobbies, ages and interests. This helps you determine which audience options to choose, and then market to people like them on Facebook. Example:

If most of your existing customers are women, you might want to target women and exclude men.
If your product user is a specific group of people, such as parents of preschoolers, it's a good idea to see if Facebook offers this demographic option.
Think about what your audience is interested in. For example, if your company makes running shoes, you can find audiences interested in running, athletics, fitness, health, and other related activities. Don't just target people who are interested in shoes.

Second, the audience can be accurately targeted, can also be broadly targeted

Both options have pros and cons, so keep a close eye on audience size when creating an audience. If the scale is too large, add additional audience options. If it is too small, try removing some options. Example:

Targeting or smaller audiences may be more interested in the products they're promoting than their larger and broader audiences. Note, however, that if you choose too many audience options at the same time, your audience may be too small and too specific to make your ads work.
When targeting a broad audience, you'll rely more on Facebook to find the best ad audience for you. This approach can help you find potential customers that you couldn't reach in the past. If you're just starting out creating an audience on Facebook and aren't sure which options to choose, targeting a broad audience might be a good idea.

Third, view the audience size indicator to see if the audience is too specific or too broad

If the indicator needle is in the red part of the turntable, consider expanding your audience.
If the indicator pin is in the yellow portion of the turntable, note that you may need to increase your budget to reach most of the users in your target audience.

Testing and tuning: There is no "one size fits all" solution for creating an audience

It is recommended that you create a specific set of audiences and a broader audience to see how audience size affects your ad's effectiveness. Then adjust your audience and re-run your ads as needed. Remember to save your audience so you can reuse it later.

Source: FB Advertising Course Tips for Choosing an Advertising Audience. Add some ideas, slightly adjust, type, and summarize them in the Facebook Ad Run series.

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