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All About Facebook Audiences

Tania Moreno

3 years ago



Facebook audiences allow advertisers to experiment with adjustments and budgets to fine-tune their campaigns and reach their target market. This feature gives you a lot of control over your ad targeted, so you can approach different awareness levels and address people in each stage in the marketing funnel (awareness, consideration, or conversion).

Furthermore, testing and creating different audiences helps advertisers engage with potential customers, expand their network, and analyze which are more likely to convert.

Just make sure you don’t end up overlapping your audiences, you already have tons of competitors, there is no reason to compete with yourself. Don’t waste budgets with ads that are competing against each other.

If you’re new to Facebook Ads and haven’t run a campaign yet, start by creating an audience based on your buyer’s personal interests, behaviors, demographics, job titles, or household income. These filters will help narrow your audience to people who are more inclined to need or want your product or services.

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Core Audiences

You can create an audience based on criteria like age, interests, geography and more.

  • Interests: Add interests and hobbies of the people you want your ad to reach—from organic food to action movies—and make your targeted ads more relevant. Facebook allows you to target a wide range of interests,from business and industry to fitness and wellness. You can explore the Facebook interests list here.
  • Geography: Advertise by location in cities, communities, and countries where your products or services are available without worrying about advertising to areas where it is not.
  • Demographics: Create audiences based on age, gender, education, job title and more. You can keep track of the types of profiles without running into personal information.
  • Connections/Life Events: Use the Life Events option to connect with or exclude users who have recently moved, changed jobs, changed their marital status and much more.

Custom Audiences

If you don’t know your buyer persona, you can access people through Custom Audiences. This targeting option allows you to connect with people who have already shown interest in your business, whether or not they are local customers. These people used your app or visited your website.

You can set up you these audiences through:

  • Contact lists: Leverage information from your CRM system and email lists.
  • Site visitors: To track user visits, you will need to set up the Facebook pixel.
  • App users: When it comes to the Custom Audiences from your mobile app, you first need to register your app and set up the SDK on the Facebook for Developer site. Then, create audiences with people who have interacted with your app.

You can take advantage of different sources such as customer lists, website or app traffic, engagement on the Facebook page, and more.

Custom Audiences from customer lists offer to let Facebook know about the relationship you have with your clients, who might not necessarily follow your page or have visited your website–this is achieved through the Facebook pixel.

*Keep in mind that when uploading your customer list to Facebook, you need to follow the formatting guidelines, so you don’t have any issue while importing your .csv file.

Lookalike Audiences

Create lookalike audiences to reach new people with similar interests, behaviors, and characteristics as your current customers and fans.

This feature is a fast and effective way to find potential customers that are more likely to convert. All you have to do is to select a source audience of people you know to create your lookalike.

Protip: We recommend using a 2% lookalike audience to avoid having too broad of an audience. Larger audiences increase the possibility between the lookalikes audiences and your source.

Remarketing Audiences

Facebook offers advertisers remarketing audiences to engage and connect with people who already interacted with your brand and nudge them to come back and complete their conversion or purchase.

One of the most common ways of using remarketing audiences is basing custom audiences on all website visitors or e-commerce. This feature flags users who have added an item to the cart but haven’t completed the purchase.

One of the benefits is that the users will see your ads directly in their news feed and can’t avoid them unless they continue scrolling down. Unfortunately, display ads appear on websites, and people have access to ad-blocking tools or extensions to dismiss Google remarketing ads.

Facebook Pixel

If you have the Facebook Pixel installed on your website, you can use the data it collects to create audiences from specific events such as Completed Registrations, Website Leads, Purchases. You can even create a new audience with all website visitors.

While setting custom audiences, select the timeframe for how far back you want to target. You can go with your most recent website visitors or users from within the last six months.

This feature targets people who have already interacted with your website, Facebook or Instagram page.


Facebook also tracks behaviors that can come in handy for targeting. You can advertise for people who are already Engaged Shoppers, which are people that have clicked on the call-to-action button “Shop Now” in the past week.

This type of behavior is beneficial for e-commerce businesses since you’re already targeting people who are likely to purchase a product through Facebook ads. This allows you to catch potential customers during times of intent within the marketing funnel.


As you can see, you have a wide range of audience definitions you can use as targeting options to include or exclude from your ads. With audience exclusions, you can set up targeting rules to avoid showing ads to specific segments who you know have no real interest in your products or services.

For example, you could set up a targeting rule that excludes purchases from your website in the past 30 days. These exclusion features are helpful when you want to be time-sensitive with users.


The Audience features available to businesses makes marketing on social platforms easier and smarter than ever before. Leveraging the audience types above can help you engage more customers who are more likely to convert.

Are you struggling with your Facebook audiences? Request a free consultation with one of our specialists or learn more how our PPC services can benefit your business.