How to Determine Who to Target in Your Facebook Advertising Campaign

Before you start your Facebook campaign, look at your brand and write down who you feel your target audience is. Who buys from you, who has an affinity towards your brand? Next, define the goal of your campaign. Are you trying to generate brand awareness? New fans? Reach a custom audience? Defining the goal of your campaign will give you a clearer idea of who you want to target. Once you know what the goal of your campaign is and have an idea of who likes your brand, take your research to Facebook insights.

Many brands forget that Facebook has detailed records of the people who like your page and engage with the content within your page. These are the people you want to target!

Checking the age range, gender, location of fans (I.e.- United States, Mexico, Canada/ State), marital status, and income of your fan base can help advertisers create content that will be most engaging for your audience, and help your advertising resonate with these users. For example, making sure your content fits the demographics of your audience will therefore create more engagement from your audience.

After looking at Facebook insights, take your research to your actual audience. Look into other interests of your audience. What websites are they visiting, what other Facebook pages do they like? What is being said about your brand on other social channels? Looking into other social channels will help you understand your audience and what they want from you as a brand.

Finally, what are your audiences core values? Do these values match your brand values? You want to make sure that your audience empathizes with you because that leaves a longer lasting relationship that will continue to grow.

Take your time and test the audiences as the campaign runs to see what works best. Remain flexible with your targeting as your information, products, or deals change to make sure you are still aligned with your target audience.