Retika Majed

With 2.95 billion active users all over the world each month, nearly one-third of the global population, Facebook stands as the world’s largest social media app. In the UK specifically, 66% of the population are active Facebook users, and the platform’s user base continues to grow with 400 new signups every minute.

The widespread internet access in the UK, coupled with Facebook’s popularity, makes it a prime place for reaching and connecting with a large audience through advertising.

So, how can you target your audience on Facebook effectively and capitalise on this vast user base? Let’s explore some key strategies.

Understanding Facebook Audience Types

1. Cold vs Warm Audiences:

Facebook’s advertising platform offers various targeting options, enabling you to reach both prospecting and retargeting audiences. Marketers usually define this as cold and warm audiences.

a. Cold audiences: This includes people who have never encountered your business, as well as those familiar with your brand but haven’t interacted or made a purchase.

b. Warm audiences: This group includes people who have previously made a purchase or are well-acquainted customers who are highly likely to make additional purchases.

2. Core Audiences:

This is the default audience type in Facebook Ads Manager, it allows you to target people by location, demographics, interests, behaviours, and connections. This data is pulled from the information shared on profiles and the behaviours exhibited on the platform.

a. Demographic targeting: The most basic demographic targeting is age, location, and gender. More detailed demographic targeting encompasses factors like education level, relationship status, parental status and more.

b. Behaviour and Interest targeting: You can target behaviours and interests concurrently with demographics.

i. Behaviour targeting is based on a user’s online and offline activities outside of Facebook. This is taken from data partners, offline purchases, and device usage, allowing you to reach users showing certain purchasing or lifestyle behaviours that align with your business goals.

ii. Interest targeting is based on the user’s behaviour on the platform – the pages they like, the content they engage with, and the information provided to their profile. This allows you to reach users who have shown interest in certain topics related to your products or services.

3. Lookalike audiences:

Allowing ads to reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers.

a. Tip: Choose a high-quality source audience and focus on the best customers to generate the best results.

4. Retargeting:

Facebook retargeting uses ads to re-engage previous website or app visitors encouraging them to return or take desired actions, such as making a purchase. Retargeting captures potential customers’ attention through online actions such as likes and purchase intent, made possible through Meta Pixel integration.

a. Privacy challenge: The IOS update means Apple device users must actively give permission for Facebook and other companies to use their data.

However, reports from 2023 indicate that Android users hold a 70% market share, while IOS users account for 29%. There are currently no changes to the Android privacy policy, this is why continuing to use retargeting campaigns when advertising on Facebook remains a viable strategy.

Avoid Common Targeting Mistakes

Learn how to enhance your Facebook ad campaigns by avoiding these common mistakes:

Over-segmenting audiences

Excessively targeting your audience may cause your campaign might struggle to move beyond Facebook’s learning phase. During this phase, the algorithm gathers data to optimise your campaign. Its duration varies on factors such as audience size and data volume. A highly segmented, small audience can slow down the campaign’s exit from this phase.

Not checking audience overlaps

Users may fall into multiple targeting categories, leading them to be grouped differently. By refining your audience targeting based on interests, demographics, and behaviours, you’re less likely to encounter audience overlap. You can also use the audience overlap tool to help avoid this from happening.

Targeting the wrong people

Failing to research the target audience and understand the message they with can lead to wasting ad spend. Developing buyer personas can be instrumental in avoiding this issue.

Don’t get too specific with location targeting

Narrow down location targeting only if your business only caters exclusively to a specific area. Facebook’s algorithm adapts and identifies customers in areas beyond the primary customer base which then reduces customer acquisition costs.

Maximise your impact with our expert Facebook Advertising Services

By implementing the strategies outlined and avoiding common mistakes, you can fully harness Facebook’s vast potential, driving growth and success for your business.

Seize the opportunity to expand your reach, engage your audience, and achieve your advertising goals on the world’s largest social media platform.

Reach out to our dedicated experts to discover how our tailored services can transform your Facebook advertising strategy.

Missed my Facebook Ads Masterclass webinar?

Learn more about the world of effective Facebook advertising with our webinar: Facebook Ads Masterclass.

Access the free recording now for expert insights and strategies!

More on this subject