A Guide To Understanding Facebook Ad Targeting

A Guide To Understanding Facebook Ad Targeting

At Blue Whale Media, we understand the importance of reaching the right audience for your business. With over 2.6 billion monthly active users, Facebook provides an incredible opportunity to connect with your target market. However, simply creating a Facebook ad is not enough. To maximise your ad’s effectiveness, it’s crucial to understand and utilise Facebook’s ad targeting options. In this blog post, we’ll guide you through the ins and outs of Facebook ad targeting, focusing specifically on custom audiences and lookalike audiences.

Custom Audiences: Reaching Your Existing Customers

One of the most powerful targeting options on Facebook is custom audiences. With custom audiences, you can target people who have already interacted with your business in some way. This can include existing customers, website visitors, or people who have engaged with your content on Facebook.

To create a custom audience, you can upload a customer list to Facebook or use the Facebook pixel to track website visitors. Once your custom audience is created, you can create ads specifically tailored to this group. This allows you to deliver personalised messages and offers, increasing the chances of conversion.

Lookalike Audiences: Expanding Your Reach

While custom audiences help you reach existing customers, lookalike audiences enable you to expand your reach to new potential customers who share similar characteristics with your existing audience. Facebook’s powerful algorithm analyzes your custom audience and identifies common traits, such as demographics, interests, and behaviours. It then creates a lookalike audience based on these traits.

To create a lookalike audience, you need to select a source audience, which can be your custom audience or your Facebook page fans. Facebook will then find people who are similar to your source audience and display your ads to them. This is a great way to reach new potential customers who are likely to be interested in your business.

Targeting Options: Getting Specific

In addition to custom audiences and lookalike audiences, Facebook offers a wide range of targeting options to help you reach your desired audience. These options include demographics, interests, behaviours, and connections.

Demographics allow you to target people based on criteria such as age, gender, education, and income. Interests allow you to target people who have expressed interest in specific topics, hobbies, or brands. Behaviours enable you to target people based on their past actions or purchase behaviours. Connections allow you to target people who are connected to your Facebook page, app, or event.

By utilising these targeting options effectively, you can narrow down your audience and ensure that your ads are seen by the right people. This not only increases the chances of conversion but also helps you get the most out of your advertising budget.

Testing and Optimisation: Refining Your Strategy

Facebook ad targeting is not a one-time task. It requires continuous testing and optimisation to ensure that you are reaching the right audience and getting the desired results. Facebook provides a range of tools and metrics to help you track the performance of your ad campaigns and make informed decisions about your targeting strategy.

One important tool is the Facebook Pixel, which is a piece of code that you can add to your website. The Pixel tracks the actions that people take on your site after clicking on your ads, allowing you to measure the effectiveness of your campaigns and optimise your targeting accordingly. For example, if you find that a specific demographic or interest group is more likely to convert, you can adjust your targeting to focus more on that group.

Another useful feature is A/B testing, which involves creating multiple versions of your ads and testing them against each other to see which performs better. This can help you identify the most effective targeting options, ad creatives, and messaging for your audience.

Additionally, Facebook provides detailed performance metrics for your ads, such as reach, impressions, clicks, and conversion rates. By closely monitoring these metrics, you can identify any areas of improvement and make data-driven decisions to optimise your targeting strategy.

Expertise and Experience: Why Choose Blue Whale Media?

At Blue Whale Media, we have a team of experienced digital marketers in Manchester who specialise in Facebook advertising. We understand the complexities of ad targeting and have a proven track record of delivering successful campaigns for our clients.

Our expertise lies in our ability to understand your target audience and create highly targeted campaigns that resonate with them. We take the time to research and analyze your audience’s demographics, interests, and behaviours to ensure that your ads are seen by the right people.

In addition, we stay up-to-date with the latest trends and best practices in Facebook advertising. We attend industry conferences, participate in, and constantly monitor changes to the platform’s algorithms and ad policies. This allows us to adapt our strategies and stay ahead of the curve, ensuring that our clients get the best possible results from their advertising campaigns.


As a small business owner, it’s crucial to make every marketing dollar count. Facebook advertising offers a highly targeted and cost-effective solution to reach your target audience. However, running successful Facebook advertising campaigns requires expertise and attention to detail.

At Blue Whale Media, we have the knowledge, experience, and dedication to help you achieve your advertising goals. We understand the importance of targeting the right audience, creating compelling ad content, and constantly optimising your campaigns to achieve the best results.