Facebook Ad Targeting For Beginners

In this post, I go back to the basics. Based on my experience, I share some thoughts about targeting different audiences with Facebook Ads.

Are you currently running Facebook Ads but not achieving the results you want?

This post is for you.

Are you interested in running Facebook Ads for the first time?

This post is for you too.

Audience Settings

As it relates to audience settings, you’ve got the following options:

  • Custom Audiences
  • Locations
  • Age
  • Gender
  • Languages
  • Detailed Targeting
  • Connections

I’m going to focus on the detailed targeting setting.

Detailed Targeting

When you browse you’ll see the following options: 

  • Demographics 
  • Interests
  • Behaviors
  • More Categories

I cover demographics, interests, and behaviors below.

Demographics

  • Education Level
    • Associate degree
    • College grad
    • Doctorate degree
    • High school grad
    • In college
    • In grad school
    • In high school
    • Master’s degree
    • Professional degree
    • Some college
    • Some grad school
    • Some high school
    • Unspecified
  • Fields of Study
  • Schools
  • Undergrad Years
  • Income
    • $40,000 – $49,999
    • $50,000 – $74,999
    • $75,000 – $99,999
    • $100,000 – $124,999
    • $125,000 – $149,999
    • $150,000 – $249,999
    • $250,000 – $349,999
    • $350,000 – $499,999
    • Over $500,000
  • Net Worth
    • $100,000 – $249,999
    • $250,000 – $499,999
    • $500,000 – $749,999
    • $750,000 – $999,999
    • $1,000,000 – $1,999,999
    • Over $2,000,000
    • Liquid assets
      • $1 – $25,000
      • $25,000 – $49,999
      • $50,000 – $99,999
      • $100,000 – $249,999
      • $250,000 – $499,999
      • $500,000 – $999,999
      • $1,000,000 – $1,999,999
      • $2,000,000 – $2,999,999
      • Over $3,000,000
  • Home Ownership
    • First time homebuyer
    • Homeowners
    • Renters
  •  Home Type
    • Apartment
    • Condo
    • Home value
      • $50,000 – $99,999
      • $100,000 – $199,999
      • $200,000 – $299,999
      • $300,000 – $499,999
      • $500,000 – $699,999
      • $700,000 – $999,999
      • $1,000,000 – $1,999,999
      • Over $2,000,000
    • Multi-family home
    • Single
  • Household Composition
    • Grandparents
    • New parents
    • Veterans in home
    • Working women
    • Young & hip
    • Young adults in home
  • Anniversary
    • Anniversary within 30 days
    • Anniversary within 31-60 days
  • Away from family
  • Away from hometown
  • Birthday
    • Birthday Month
      • Birthday in April
      • Birthday in August
      • Birthday in December
      • Birthday in February
      • Birthday in January
      • Birthday in July
      • Birthday in June
      • Birthday in March
      • Birthday May
      • Birthday in November
      • Birthday in October
      • Birthday in September
    • Upcoming birthday
  • Friends of
    • Close Friends of Men with a Birthday in 0-7 days
    • Close Friends of Men with a Birthday in 7-30 days
    • Close Friends of Women with a Birthday in 0-7 days
    • Close Friends of Women with a Birthday in 7-30 days
    • Close friends of people with birthdays in a month
    • Close friends of people with birthdays in a week
    • Friends of Recently Moved
    • Friends of newly engaged people
    • Friends of newlyweds
  • Long-distance relationship
  • New job
  • New relationship
  • Newly engaged (1 year)
  • Newly engaged (3 months)
  • Newly-engaged (6 months)
  • Newlywed (1 year)
  • Newlywed (3 months)
  • Newlywed (6 months)
  • Recently moved
  • All Parents
    • New parents (0-12 months)
    • Parents (All)
    • Parents with preschoolers (03-05 years)
    • Parents with adult children (18-26 years)
    • Parents with early school-age children (06-08 years)
    • Parents with preteens (08-12years)
    • Parents with teenagers (13-18 years)
    • Parents with toddlers (01-02 years)
  • Moms
    • Big-city moms
    • Corporate moms
    • Fit moms
    • Green moms
    • Moms of grade school kids
    • Moms of high school kids
    • Moms of preschool kids
    • New Moms
    • Soccer moms
    • Stay-at-home moms
    • Trendy moms
  • Likely to engage with political content (conservative)
  • Likely to engage with political content (liberal)
  • Likely to engage with political content (moderate)
  • US politics (conservative)
  • US politics (liberal)
  • US politics (moderate)
  • US politics (very conservative)
  • US politics (very liberal)
  • Relationship Status
    • Civil Union
    • Complicated
    • Divorced
    • Domestic Partnership
    • Engaged
    • In a relationship
    • Married
    • Open Relationship
    • Separated
    • Single
    • Unspecified
    • Widowed
  • Employers
  • Industries
    • Administrative Services
    • Architecture and Engineering
    • Arts, Entertainment, Sports and Media
    • Business and Finance
    • Cleaning and Maintenance Services
    • Community and Social Services
    • Computation and Mathematics
    • Construction and Extraction
    • Education and Libraries
    • Farming, Fishing and Forestry
    • Food and Restaurants
    • Government Employees (Global)
    • Healthcare and Medical Services
    • IT and Technical Services
    • Installations and Repair Services
    • Legal Services
    • Life, Physical and Social Sciences
    • Management
    • Military (Global)
    • Personal Care and Home Services
    • Production
    • Protective Services
    • Sales
    • Transportation and Moving
    • Veterans (US)
  • Job Titles
  • Office Type
    • Small Business

Interests

  • Advertising
  • Agriculture
  • Architecture
  • Aviation
  • Banking
    • Investment banking
    • Online banking
    • Retail banking
  • Business
  • Construction
  • Design
    • Fashion design
    • Graphic design
    • Interior design
  • Economics
  • Engineering
  • Entrepreneurship
  • Health care
  • Higher education
  • Management
  • Marketing
  • Nursing
  • Online
    • Digital marketing
    • Display advertising
    • Email marketing
    • Online advertising
    • Search engine optimization
    • Social media
    • Social media marketing
    • Web design
    • Web development
    • Web hosting
  • Personal Finance
    • Credit cards
    • Insurance
    • Investment
    • Mortgage loans
  • Real estate
  • Retail
  • Sales
  • Science
  • Small business
  • Games
    • Action games
    • Board games
    • Browser games
    • Card games
    • Casino games
    • First-person shooter games
    • Gambling
    • Massively multiplayer online games
    • Massively multiplayer online role-playing games
    • Online games
    • Online poker
    • Puzzle video games
    • Racing games
    • Role-playing games
    • Shooter games
    • Simulation games
    • Sports games
    • Strategy games
    • Video games
    • Word games
  • Life events
    • Ballet
    • Bars
    • Concerts
    • Dancehalls
    • Music festivals
    • Nightclubs
    • Parties
    • Plays
    • Theatre
  • Movies
    • Action movies
    • Animated movies
    • Anime movies
    • Bollywood movies
    • Comedy movies
    • Documentary movies
    • Drama movies
    • Fantasy movies
    • Horror movies
    • Musical theatre
    • Science fiction movies
    • Thriller movies
  • Music
    • Blues music
    • Classical music
    • Country music
    • Dance music
    • Electronic music
    • Gospel music
    • Heavy metal music
    • Hip hop music
    • Jazz music
    • Music videos
    • Pop music
    • Rhythm and blues music
    • Rock music
    • Soul music
  • Reading
    • Books
    • Comics
    • E-Books
    • Fiction books
    • Literature
    • Magazines
    • Manga
    • Mystery fiction
    • Newspapers
    • Non-fiction books
    • Romance novels
  • TV
    • TV comedies
    • TV game shows
    • TV reality shows
    • TV talkshows
  • Dating
  • Family
  • Fatherhood
  • Friendship
  • Marriage
  • Motherhood
  • Parenting
  • Weddings
  • Bodybuilding
  • Meditation
  • Physical exercise
  • Physical fitness
  • Running
  • Weight training
  • Yoga
  • Alcoholic beverages
    • Beer
    • Distilled beverage
    • Wine
  • Beverages
    • Coffee
    • Energy drinks
    • Juice
    • Soft drinks
    • Tea
  • Cooking
    • Baking
    • Recipes
  • Cuisine
    • Chinese cuisine
    • French cuisine
    • German Cuisine
    • Greek cuisine
    • Indian cuisine
    • Italian cuisine
    • Japanese cuisine
    • Korean cuisine
    • Latin American cuisine
    • Mexican cuisine
    • Middle Eastern cuisine
    • Spanish cuisine
    • Thai cuisine
    • Vietnamese cuisine
  • Food
    • Barbecue
    • Chocolate
    • Deserts
    • Fast food
    • Organic food
    • Pizza
    • Seafood
    • Veganism
    • Vegetarianism
  • Restaurants
    • Coffeehouses
    • Diners
    • Fast casual restaurants
    • Fast food restaurants
  • Arts and music
    • Acting
    • Crafts
    • Dance
    • Drawing
    • Drums
    • Fine art
    • Guitar
    • Painting
    • Performing arts
    • Photography
    • Sculpture
    • Singing
    • Writing
  • Current events
  • Home and garden
    • Do it yourself (DIY)
    • Furniture
    • Gardening
    • Home Appliances
    • Home improvement
  • Pets
    • Birds
    • Cats
    • Dogs
    • Fish
    • Horses
    • Pet food
    • Rabbits
    • Reptiles
  • Politics and social issues
    • Charity and causes
    • Community issues
    • Environmentalism
    • Law
    • Military
    • Politics
    • Religion
    • Sustainability
    • Veterans
    • Volunteering
  • Travel
    • Adventure travel
    • Air travel
    • Beaches
    • Car rentals
    • Cruises
    • Ecotourism
    • Hotels
    • Lakes
    • Mountains
    • Nature
    • Theme parks
    • Tourism
    • Vacations
  • Vehicles
    • Automobiles
    • Boats
    • Electric vehicle
    • Hybrids
    • Minivans
    • Motorcycles
    • RVs
    • SUVs
    • Scooters
    • Trucks
  • Beauty
    • Beauty salons
    • Cosmetics
    • Fragrances
    • Hair products
    • Spas
    • Tattoos
  • Clothing
    • Children’s clothing
    • Men’s clothing
    • Shoes
    • Women’s clothing
  • Fashion accessories
    • Dresses
    • Handbags
    • Jewelry
    • Sunglasses
  • Shopping
    • Boutiques
    • Coupons
    • Discount stores
    • Luxury goods
    • Online shopping
    • Shopping malls
  • Toys
  • Outdoor recreation
    • Boating
    • Camping
    • Fishing
    • Horseback riding
    • Hunting
    • Mountain biking
    • Surfing
  • Sports
    • American football
    • Association football (Soccer)
    • Auto racing
    • Baseball
    • Basketball
    • College football
    • Golf
    • Marathons
    • Skiing
    • Snowboarding
    • Swimming
    • Tennis
    • Triathlons
    • Volleyball
  • Computers
    • Computer memory
    • Computer monitors
    • Computer processors
    • Computer servers
    • Desktop computers
    • Free software
    • Hard drives
    • Network storage
    • Software
    • Tablet computers
  • Consumer electronics
    • Audio equipment
    • Camcorders
    • Cameras
    • E-book readers
    • GPS devices
    • Game consoles
    • Mobile phones
    • Portable media players
    • Projectors
    • Smartphones
    • Televisions

Behaviors

  • Anniversary (within 61-90 days)
  • Motorcycle
    • Purchased
      • New
      • Used
  • New vehicle buyers (Near market)
    • Style
      • Crossover
      • Economy/compact
      • Full-size SUV
      • Full-size sedan
      • Hybrid/alternative fuel
      • Luxury SUV
      • Luxury sedan
      • Midsize car
      • Minivan
      • Pickup truck
      • Small/midsize SUV
      • Sports car/convertible
  • New vehicle shoppers (In market)
    • Make
      • Acura
      • Audi
      • BMW
      • Buick
      • Cadillac
      • Chevrolet car
      • Chevrolet truck
      • Chrysler
      • Dodge RAM
      • Dodge car
      • Fiat
      • Ford car
      • Ford truck
      • GMC
      • Honda
      • Hyundai
      • Infiniti
      • Jaguar
      • Jeep
      • Kia
      • Land Rover
      • Lexus
      • Lincoln
      • Mini
      • Mazda
      • Mercedes-Benz
      • Mitsubishi
      • Nissan
      • Porsche
      • Subaru
      • Toyota
      • Volkswagen
      • Volvo
  • New vehicle shoppers (Max in market)
    • All
    • Style
      • Crossover Vehicle
      • Entry/Economy/Compact
      • Full-size SUV
      • Full-size sedan
      • Hybrid/Alternative Fuel
      • Luxury SUV
      • Luxury Sedan
      • Midsize Car
      • Minivan
      • Pickup Truck
      • Small/Mid-size SUV
      • Sports Car/Convertible
  • Owners
    • Aftermarket
      • Auto parts
      • Auto parts and accessories
      • Auto service buyer
    • Make
      • Acura
      • Audi
      • BMW
      • Buick
      • Cadillac
      • Chevrolet car
      • Chevrolet truck
      • Chrysler
      • Dodge RAM
      • Dodge car
      • Fiat
      • Ford car
      • Ford truck
      • GMC
      • Honda
      • Hummer
      • Hyundai
      • Infiniti
      • Jaguar
      • Jeep
      • Kia
      • Land Rover
      • Lexus
      • Lincoln
      • MINI
      • Mazda
      • Mercedes
      • Mercury
      • Mitsubishi
      • Nissan
      • Pontiac
      • Porsche
      • Saab
      • Saturn
      • Subaru
      • Suzuki
      • Toyota
      • Volkswagen
      • Volvo
    • Purchased
      • 0-6 months ago
      • 13-24 months ago
      • 25-36 months ago
      • 37-48 months ago
      • 7-12 months ago
      • Over 48 months ago
    • Style
      • Crossover
      • Economy/compact
      • Full-size SUV
      • Full size sedan
      • Hybrid/alternative fuel
      • Luxury SUV
      • Luxury sedan
      • Midsize car
      • Minivan
      • Pickup truck
      • Small/midsize SUV
      • Sports car/convertible
    • Vehicle age
      • 0-1 year old
      • 11-15 years old
      • 16-20 years old
      • 2 years old
      • 3 years old
      • 4-5 years old
      • 6-10 years old
      • Over 20 years old
    • Vehicle price
      • $20,000 – $30,000
      • $30,000 – $40,000
      • $40,000 – $50,000
      • $50,000 – $75,000
      • Less than $20,000
      • Over $75,000
  • Purchase types
    • Vehicle price
      • Buy new (In market)
      • Buy new (Near market)
      • Buy new or used (In market)
      • Buy new or used (Near market)
      • Buy used (In market)
      • Lease (In market)
  • used vehicle buyers (In market)
    • Style 
      • Crossover
      • Economy/compact
      • Full-size SUV
      • Full-size sedan
      • Hybrid/alternative fuel
      • Luxury SUV
      • Luxury sedan
      • Midsize car
      • Minivan
      • Pickup truck
      • Small/midsize SUV
      • Sports car/convertible
  • Company size
    • 1,000-4,999 Employees
    • 10-49 Employees
    • 100-499 Employees
    • 5,000+ Employees
    • 50-99 Employees
    • 500-999 Employees
    • Less than 10 Employees
  • Industry
    • Agriculture
    • Business services
    • Construction
    • Consumer Services
    • Cultural & Recreation
    • Education
    • Finance
    • Government
    • Healthcare
    • Hospitality &Travel
    • Insurance
    • Legal
    • Logistics & Transportation
    • Manufacturing
    • Media & Internet
    • Real Estate
    • Restaurant
    • Retail
    • Telecommunications
    • Wholesale Trade
  • Seniority
    • Executive/C-Suite
    • Mid-Management
  • All Charitable donations
  • Animal welfare
  • Arts and cultural
  • Cancer Causes
  • Environmental and wildlife
  • Health
  • Political
  • Veterans
  • Argentina
    • People who prefer high-value goods in Argentina
    • People who prefer mid and high-value goods in Argentina
  • Brazil
    • People who prefer high-value goods in Brazil
  • Chile
    • People who prefer high-value goods in Chile
    • People who prefer mid and high-value goods in Chile
  • India
    • People who prefer high-value goods in India
    • People who prefer mid and high-value goods in India
  • Indonesia
    • People who prefer high-value goods in Indonesia
  • Kingdom of Saudi Arabia
    • People who prefer high-value goods in Kingdom of Saudi Arabia
    • People who prefer mid and high-value goods in Kingdom of Saudi Arabia
  • Malaysia
    • People who prefer high-value goods in Malaysia
    • People who prefer mid and high-value goods in Malaysia
  • Mexico
    • People who prefer high-value goods in Mexico
    • People who prefer mid and high-value goods in Mexico
  • Pakistan
    • People who prefer high-value goods in Pakistan
    • People who prefer mid and high-value goods in Pakistan
  • South Africa
    • People who prefer high-value goods in South Africa
    • People who prefer mid and high-value goods in South Africa
  • Tukey
    • People who prefer high-value goods in Turkey
    • People who prefer mid and high-value goods in Turkey
  • UAE
    • People who prefer high-value goods in UAE
    • People who prefer mid and high-value goods in UAE
  • Operating System Used
    • Facebook access (OS): Windows 10
  • Canvas Gaming
    • Played Canvas games (last 14 days)
    • Played Canvas games (last 3 days)
    • Played Canvas games (last 7 days)
    • Played Canvas games (yesterday)
  • Consult gamers
  • Facebook Payments users (30 days)
  • Facebook Payments users (90 days)
  • Facebook Payments users (higher than average spend)
  • Facebook access: older devices and OS
  • Facebook page admins
    • Business page admins
    • Community & Club page admins
    • Facebook Page admins
    • Food & Restaurant page admins
    • Health & beauty page admins
    • Retail page admins
    • Sports page admins
    • Travel & Tourism page admins
  • Internet Browser Used
    • Facebook access (browser): Chrome
    • Facebook access (browser): Firefox
    • Facebook access (browser): Internet Explorer
    • Facebook access (browser): Microsoft Edge
    • Facebook access (browser): Opera
    • Facebook access (browser): safari
  • Operating System Used
    • Facebook access (OS): MAC OS X
    • Facebook access (OS): MAC Sierra
    • Facebook access (OS): Windows 7
    • Facebook access (OS): Windows 8
    • Facebook access (OS): Windows Vista
    • Facebook access (OS) Windows XP
  • Primary email domain
    • AOL email users
    • Apple email users
    • Gmail users
    • Hotmail users
    • MSN.com email users
    • Yahoo email users
  • Small business owners
  • Technology early adopters
  • Close friends of expats
  • Expats (Algeria)
  • Expats (All)
  • Expats (Argentina)
  • Expats (Australia)
  • Expats (Austria)
  • Expats (Bangladesh)
  • Expats (Belgium)
  • Expats (Brazil)
  • Expats (Cameroon)
  • Expats (Canada)
  • Expats (Chile)
  • Expats (China)
  • Expats (Columbia)
  • Expats (Congo DRC)
  • Expats (Cuba)
  • Expats (Cyprus)
  • Expats (Czech Republic)
  • Expats (Denmark)
  • Expats (Dominican Republic)
  • Expats (El Salvador)
  • Expats (Estonia)
  • Expats (Ethiopia)
  • Expats (Finland)
  • Expats (France)
  • Expats (Germany)
  • Expats (Ghana)
  • Expats (Greece)
  • Expats (Guatemala)
  • Expats (Haiti)
  • Expats (Honduras)
  • Expats (Hong Kong)
  • Expats (Hungary)
  • Expats (India)
  • Expats (Indonesia)
  • Expats (Ireland)
  • Expats (Israel)
  • Expats (Italy)
  • Expats (Ivory Coast)
  • Expats (Jamaica)
  • Expats (Japan)
  • Expats (Jordan)
  • Expats (KSA)
  • Expats (Kenya)
  • Expats (Kuwait)
  • Expats (Latvia)
  • Expats (Lebanon)
  • Expats (Lithuania)
  • Expats (Luxembourg)
  • Expats (Malaysia)
  • Expats (Malta)
  • Expats (Mexico)
  • Expats (Monaco)
  • Expats (Morocco)
  • Expats (Nepal)
  • Expats (Netherlands)
  • Expats (New Zealand)
  • Expats (Nicaragua)
  • Expats (Nigeria)
  • Expats (Norway)
  • Expats (Peru)
  • Expats (Philippines)
  • Expats (Poland)
  • Expats (Portugal)
  • Expats (Puerto Rico)
  • Expats (Qatar)
  • Expats (Romania)
  • Expats (Russia)
  • Expats (Rwanda)
  • Expats (Senegal)
  • Expats (Serbia)
  • Expats (Sierra Leone)
  • Expats (Singapore)
  • Expats (Slovakia)
  • Expats (Slovenia)
  • Expats (South Africa)
  • Expats (South Korea)
  • Expats (Spain)
  • Expats (Sri Lanka)
  • Expats (Sweden)
  • Expats (Switzerland)
  • Expats (Tanzania)
  • Expats (Thailand)
  • Expats (UAE)
  • Expats (Uganda)
  • Expats (United Kingdom)
  • Expats (United States)
  • Expats (Venezuela)
  • Expats (Vietnam)
  • Expats (Zambia)
  • Expats (Zimbabwe)
  • Family of expats
  • Banking
    • Credit union member
  • Investments
    • Full-Service Investors
    • Highly likely investors
    • Independent Investors
    • Likely investors
    • Personal Investments
    • Real estate investments
    • Semi-independent Investors
  • Spending methods
    • Active credit card user
    • Any card type
    • Bank cards
    • Gas, department and retail store cards
    • High-end department store cards
    • Premium credit cards
    • Primarily cash
    • Primarily credit cards
    • Travel and entertainment cards
  • Corporate executives
  • Financial Professionals
  • Radio
    • Internet/Satellite
  • Television
    • Show Genre
      • Action shows
      • Adventure shows
      • Animals shows
      • Auto Racing shows
      • Auto Shows
      •  Baseball shows
      • Biography shows
      • Childrens shows
      • Comedy shows
      • Cooking shows
      • Docudrama shows
      • Drama shows
      • Educational shows
      • Entertainment shows
      • Health shows
      • Historical Drama shows
      • History shows
      • Home improvement shows
      • Horror shows
      • Law shows
      • Motorsports shows
      • News Shows
      • Outdoors shows
      • Public Affairs shows
      • Reality shows
      • Religious shows
      • Romance shows
      • Science Fiction shows
      • Sitcom shows
      • Sports Event shows
      • Sports Talk shows
      • Travel shows
      • Western shows
    • Viewership Habits
      • Heavy US TV Viewers
      • Light US TV Viewers
      • Moderate US TV Viewers
  • All Mobile Devices by Brand
    • Amazon
      • Owns: Kindle Fire
    • Apple
      • Facebook access (mobile): iPad 1
      • Facebook access (mobile): iPad 2
      • Facebook access (mobile): iPad 3
      • Facebook access (mobile): iPhone 4
      • Facebook access (mobile): iPhone 4s
      • Facebook access (mobile): iPhone 5
      •  Facebook Access (mobile): iPhone 5c
      • Facebook access (mobile): iPhone 5s
      • Facebook access (mobile): iPhone 8
      • Facebook access (mobile): iPhone 8 Plus
      • Facebook access (mobile): iPhone x
      • Facebook access (mobile): iPod Touch
      • Owns: iPad 4
      • Owns: iPad Air
      • Owns: iPad Air 2
      • Owns: iPad Mini 1
      • Owns: iPad Mini 2
      • Owns: iPad Mini 3
      • Owns: iPhone 6
      • Owns: iPhone 6 Plus
      • Owns: iPhone 6s
      • Owns: iPhone 6s Plus
      • Owns: iPhone 7
      • Owns: iPhone 7 Plus
      • Owns: iPhone SE
    • Facebook access (mobile): HTC Android mobile devices
    • Facebook access (mobile): Motorola Android mobile devices
    • Facebook access (mobile): Samsung Android mobile devices
    • Facebook access (mobile): Sony Android mobile devices
    • Facebook access (mobile): LG Android mobile devices
    • Google
      • Owns: Google Pixel
      • Owns: Nexus 5
    • HTC
      • Owns: HTC One
    • LG
      • Owns: LG G2 devices
      • Owns: LG G3
      • Owns: LG v10
    • Owns: Alcatel
    • Owns: Cherry Mobile
    • Owns: Gionee
    • Owns: Huawei
    • Owns: Karbonn
    • Owns: Micromax
    • Owns: Oppo
    • Owns: Techno
    • Owns: VIVO devices
    • Owns: Xiaomi
    • Owns: ZTE
    • Samsung
      • Owns: Galaxy Grand
      • Owns: Galaxy Grand 2
      • Owns: Galaxy Note 3
      • Owns: Galaxy Note 4
      • Owns: Galaxy Note 5
      • Owns: Galaxy Note 7
      • Owns: Galaxy Note 8
      • Owns: Galaxy S 4 Mini
      • Owns: Galaxy S III Mini
      • Owns: Galaxy S III devices
      • Owns: Galaxy S4
      • Owns: Galaxy S5
      • Owns: Galaxy S6
      • Owns: Galaxy S7
      • Owns: Galaxy S7 Edge
      • Owns: Galaxy S8
      • Owns: Galaxy S8+
      • Owns: Galaxy Tab 2
      • Owns: Galaxy Tab 3
      • Owns: Galaxy Tab 4
      • Owns: Galaxy Tab Pro
      • Owns: Galaxy Tab S
      • Owns: Galaxy Y devices
    • Sony
      • Owns: Xperia M
      • Owns: Xperia Z
      • Owns: Xperia Z Ultra
      • Owns: Xperia Z3
  • All Mobile Devices by Operating System
    • Facebook access (mobile): Android devices
    • Facebook access (mobile): Apple (iOS) devices
    • Facebook access (mobile): Windows phones
  • Android: 360 degree media not supported
  • Android: 360 degree media supported
  • Facebook access (mobile): all mobile devices
  • Facebook access (mobile): feature phones
  • Facebook access (mobile): smartphones and tablets
  • Facebook access (mobile): tablets
  • Network Connection
    • Facebook access (network type): 2G
    • Facebook access (network type): 3G
    • Facebook access (network type): 4G
    • Facebook access (network type): WiFi
  • New smartphone and table users
  • Uses a mobile device (1-3 months)
  • Uses a mobile device (10-12 months)
  • Uses a mobile device (13-18 months)
  • Uses a mobile device (19-24 months)
  • Uses a mobile device (25 months+)
  • Uses a mobile device (4-6 months)
  • Uses a mobile device (7-9 months)
  • Uses a mobile device (less than 1 month)
  • Interested in Upcoming Events
  • Marketing API developers (last 90 days)
  • African American (US)
  • Asian American (US)
  • Hispanic (US-All)
  • Hispanic (US – Bilingual)
  • Hispanic (US – English dominant)
  • Hispanic (US – Spanish dominant)
  • Business purchases
    • Business marketing
  • Buyer profiles
    • Coupon users
    • DIYers
    • Fashionistas
    • Foodies
    • Gadget enthusiast
    • Gamers
    • Green living
    • Healthy and fit
    • Outdoor enthusiasts
    • Shoppers
    • Skiing, golfing and boating
    • Spa enthusiasts
    • Sportsmen
    • Trendy homemakers
  • Clothing
    • Men’s
      • Accessories
      • Big and tall apparel
      • Business apparel
      • Jeans
      • Men’s fashion & apparel buyers
    • Seasonal
      • Winter seasonal shoppers
    • Women’s
      • Accessories
      • Business apparel
      • Discount apparel and accessories
      • Fine jewelry
      • Jewelry
      • Luxury brand apparel
      • Luxury retailers
      • Mid-ticket apparel and accessories
      • Women’s shoes
      • Womens fashion & apparel buyers
      • Young women’s apparel
  • Engaged Shoppers
  • Food and drink
    • Alcoholic beverages
      • Beer
      • Craft beer
      • Domestic beer
      • Import beer
      • Light beer
      • Premium beer
      • Spirits
      • Wine
    • Bakery
      • Bakery products
    • Beverages
      • Bottled water
      • Carbonated drinks
      • Coffee
      • Coffee (K-Cup)
      • Diet drinks
      • Energy drinks
      • Hot tea
      • Iced tea and lemonade
      • Juice
      • Non-dairy milk
      • Sports drinks
    • Cereal
      • All cereal
      • Children’s cereals
      • Fiber cereals
      • Hot cereals
    • Children’s food
      • Baby food and products
      • Children’s food
      • Children’s food and products
    • Condiments and dressings
      • Condiments
      • Salad dressings
    • Cooking supplies
      • Baking
      • Spices
    • Dairy and eggs
      • Cheese
      • Dairy free
      • Eggs
      • Milk
      •  Yogurt
    • Fresh & Healthy
      • Fresh & healthy
    • Frozen food
      • Frozen appetizers & snacks
      • Frozen bread & dough
      • Frozen breakfast
      • Frozen desserts
      • Frozen entrees
      • Frozen ethnic foods
      • Frozen fruit
      • Frozen meats and seafood
      • Frozen pasta
      • Frozen pizza
      • Frozen vegetables
      • Ice cream and novelties
    • Grocery shopper type
      • Premium brand groceries
      • Top spenders
    • Health food
      • Diet foods
      • fresh produce
      • Low-fat foods
      • Natural and organics
    • Home cooking & grilling
      • Home cooking & Grilling
    • Meat and seafood
      • Meat
      • Seafood
    • Soup
      • Soup
    • Sweets and snacks
      • Breakfast bars
      • Chocolate candy
      • Cookies
      • Crackers
      • Granola bars
      • Non-chocolate candy
      • Peanut butter and jelly
      • Salty snacks
    • Vegetarian
      • Vegetarian
  • Health and beauty
    • Antiperspirants & deodorants
    • Cosmetics
    • Fragrance
    • Hair care
    • Health & wellness buyers
    • Men’s grooming
    • Oral care
    • Over the counter
      • Allergy relief
      • Cough and cold relief
      • Pain relief
    • Over-the-counter medication
    • Skin care
    • Sun care
    • Vitamins
  • Home and garden
    • Entertaining
    • Home renovation
    • Organization
    • Tools
  • Household products
    • Cleaning supplies
    • Food storage
    • Green cleaners and supplies
    • Laundry supplies
  • Kids products
    • Baby care
    • Baby toys
  • Pet products
    • Cat food and products
    • Cat owners
    • Dog food and products
    • Dog owners
    • Pet products
  • Purchase types
    • Appliances & accessories
    • Arts and crafts
    • Baby products
    • Beauty accessories
    • Childrens apparel
    • Consumer electronics buyers
    • Cosmetics
    • Electronics
    • Home furnishing and accessories
    • Home office
    • Restaurant
      • Fine dining
      • Mid-range restaurants/non quick serve
      • Quick serve restaurants
    • Small and home office products
    • Software
    • Toys
    • Travel supplies
    • Upscale travel and services
    • Women’s apparel
  • Sports and outdoors
    • Cycling
    • Fishing
    • Fitness
    • Golf and tennis
    • Hiking and camping
    • Hunting
    • Running
    • Winter sports
  • Store types
    • Department stores
    • Discount department store
    • Gift shoppers
    • Gyms & fitness clubs
    • High-end retail
    • Low-end department store
    • Luxury Store
  • Subscription services
    • Auto insurance online
    • Higher education
    • Mortgage online
    • Prepaid debit cards
    • Satellite TV
  • Technology
    • Kindle eReader
    • Use an eReader
  • Likely to move
  • new mover
  • Recent homebuyer
  • Recent mortgage borrower
  • Friends of Soccer fans
  • Soccer fans (high content engagement)
  • Soccer fans (moderate content engagement)
  • Business travelers
  • Business travelers (International)
  • Business travelers (US)
  • Casino vacations
  • Commuters
  • Cruises
  • Family vacations
  • Frequent Travelers
  • Frequent flyers
  • Frequent international travelers
  • Leisure travelers
  • Personal travelers (International)
  • Personal travelers (US)
  • Returned from travels 1 week ago
  • Returned from travels 2 weeks ago
  • Timeshares

Not Getting The Results You Want?

You’ll find the problem in one of or any combination of the following:

  • The ad itself
  • Your target audience
  • What you’re advertising

Defining Your Target Audience

As an example, let’s say that you want to advertise an exercise course you’ve created. When you get to the detailed targeting settings, you’ll more than likely want to follow the steps listed below.

STEP 1: Start with a broad interest

Since our example was for an exercise course, you might start with people who have expressed an interest in physical exercise. 

STEP 2: Add relevant suggestions.

You can use suggestions or start typing to add more people to your audience.

STEP 3: Narrow your audience.

In the example above, we’re targeting an audience who has expressed interest in physical exercise. We narrow that audience by targeting people who have ALSO expressed an interest in running.

We can have as many different combinations as we want. We can narrow the audience in many different ways.

Tips

TIP #1: Depending on what you’re advertising, I usually recommend starting with a broad interest, adding relevant suggestions (can be interests, demographics, or behaviors) and then narrowing your audience.

TIP #2: For the best results, you typically want to keep your target audience defined (in the middle) rather than specific or broad.

TIP #3: Sometimes excluding people from your target audience can be just as important as including people.

TIP #4: For the best results, you typically want to keep your reach between 250,000 and 500,000 people. However, it can vary depending on your target audience and what you’re advertising.

TIP #5: Experiment with different audiences until you find your ideal target audience.

What Next?

In closing, I hope you enjoyed this post and found it useful. Whether you’re new to Facebook advertising or already running ads, it’s always a good idea to review the basics.

  1. Let me know your thoughts in the comments below.

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