Targeted ads provide one of the best ways to increase your return on investment. One way to achieve this is by creating a specialized audience as you build your Facebook ad campaign.

Facebook Ads Manager lets you narrow down and create your target audience in various ways. Mastering your Facebook targeting strategy puts you in front of specific and often qualified segments of your audience on Facebook. Get to know your target audience.

Learning about your target audience is the key to targeting and reaching it. This is mainly because the better you know your audience, the more tailored your content will be, thereby increasing the chances of your ads resonating with them.

One way to achieve this is by defining your audience personas in addition to their location and demographics. Identifying just who you want to reach with your ads will guide you to the most effective Facebook ad targeting strategy to get your business in front of them, grab their attention and get them to convert into buying customers.

4 powerful Facebook ad targeting strategies to adopt

Demographics

When designing your products or services, you probably did it with a certain customer in mind. Find out the demographic information about this target audience and use it to create a saved audience for your Facebook ad campaigns. This will ensure that your ads are targeted to audiences that are more likely to become your customers, increasing the chances of conversion.

Facebook allows users to create a Saved Audience segment based on their target audiences’ gender, age,  interests, location, and any other relevant information. As you enter these demographics, you will be able to see your potential reach change as you get more specific. Once you are done, click on the Create Audience under the Use a Saved Audience tab to target a specific audience with your campaign.

Location

There is a high chance that there is at least one location you would like to display your Facebook Ads. Facebook lets you use geo-targeting in Ads Manager’s Location setting to single out the users that are based in that location, country or city. This way, you can target an audience in one location or people who come from a specific area, those who have recently visited a specific place but live elsewhere, etc, providing you with a great first step to narrowing down your target audience.

Interest

Facebook users are often fans of multiple pages from different brands. They also tend to outline their hobbies and favourite activities in their profile. Targeting audiences based on interest allows marketers to get a clue of their likes and dislikes, enabling them to push the ads they are most likely to find intriguing or useful. The goal here is for the ads to show to a specific user group that will find it interesting and want to click on the ad. Marketers can input as many or as few interests, hobbies and pages into Facebook targeting to weed out anyone who does not fit the criteria.

Behaviour

Behaviour targeting capitalizes on what users do away from Facebook to help influence their future purchasing decisions. For instance, if a targeted user searches for leather handbags on Google, businesses that sell leather handbags can see the data and specifically target that user.

User behaviours are constructed from their activity on Facebook and through offline activities provided by data from Facebook’s trusted third-party partners Datalogix, Epsilon and Acxiom. The behavioural data collected includes everything from the conducted searches, visited websites, purchased products, the amount of time they spend on each page, and the ads they are engaging with.

Facebook takes this data and creates a digital profile for each user and then groups similar profiles. Marketers can then use the information and target profile groups based on their behaviour.

To benefit from using behavioural targeting, marketers are highly advised to create content that is going to appeal to that specific user group. The more personalized and quality the ad content will contain, the more likely these users will click on the ad and convert into buying customers.

When choosing your Facebook advertising strategy, you don't need to pick one of the options above. Check each one of them to find out how they can fit into your various target market segments. Targeting specialized audiences with Facebook ads provides a great way for marketers and advertisers to increase their ROI, engagement, and CTR.