Do you remember your first Facebook post? Your first tweet? Do you remember the first time you managed your company’s social media presence? Well I do.

I remember saying to myself that it cannot be that hard. All I needed to do was post an image and a funny caption(turns out that some online crowd is hard to impress) and wait for people to share and like.

I remember hating memes  because back then I thought that they made no much sense but then it turned out that it is all about the audience and not me. To cut the story short, I was very green when I started out.

Well I got used to posting but my next challenge was waiting for me; Facebook ads. We will call this Facebook 105.


With the festive season around the corner, this is the best time to make sales. Statistics shows that this is usually the most profitable quarter of the year. Having said that, reaching out to your audience is the most crucial part if you want to see those figures going up. While Facebook has made it certainly  easier to reach the audience, it is easy to burn money on the wrong target group. Today I will simply highlight the different types of Facebook audience.

1. Saved audience.

This is an audience based on people’s interest, location, age, gender, devices used. It can be created in the Audience Manager or campaign in the set-up phase. When creating a saved audience, the following comes into play.

Location- You get to choose based on the country, state/region, people traveling to, people recently there, counties, Designated Area Market etc.

Demographics- Here the list is longer (17 to choose from). It includes age, gender, highest education, job title, industry, apartment ownership etc.

Interest based- You can target an audience that has certain interests as they are more likely to be converted to consumers. Interests include: Business and Industry, Entertainment, Family and Relationships,, Hobbies and activities etc.

Behavior-based targeting- Due to Facebook’s algorithm, it is able to keep track and analyze for business purposes. Some of the behavior based targeting includes: Mobile device used, consumer classification, digital activities, purchase history etc. This increases the likelihood of finding the right people for your ad.

2. Custom audience.

This is an audience who have come in touch with your content, apps or past website visitors. They are a high value target as they have already shown prior interest in what you have to offer. You can create a custom audience based on the following:

Existing customer file- It can be a list of emails, phone numbers or app IDs.

Website activities- Used for remarketing campaigns to people who have been to your website. When using this approach, be sure to install Facebook pixel. You can target people who have visited certain pages on your website, those who have not been.to your website for a while now or you can even custom your own combination depending on what your marketing goal is.

App activity- You can reach out to the users of your app. Before starting this campaign, be sure to register your app and set up app events. Facebook has a clear set of guidelines on how to go about this.

Facebook engagement- This one is used to remarket to all those who have either visited your page, sent a message to your page, saved items from your page or had any sort of engagement with the Call-To-Action buttons.

3. Lookalike audience
As the name suggest, this is a campaign meant for people who are similar to your database. The purpose of this strategy is to reach more people, who might have eluded you in your previous marketing campaigns. This is a group that is highly to convert as well due to the similarities. To make this work, you first have to create a custom audience so that Facebook can know who to reach. Then you can go ahead and make customs like: Lookalike + Interest and behavior. This will help in reaching a more specific audience and increase chance of converting as well.


Now that you know the different types of Facebook audience, be sure to know which target group you want to reach in order to spend your money effectively. Go back to your analytics in order to know which group to target.

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