Facebook Ads



Ad targeting helps you show your ads to the people you are trying to sell too. When you create an ad directly from your business’s Facebook Page, you’ll have the opportunity to target your ad to people based on location and demographics like age, gender and interests. You can even target your ad to people based on what they do off of Facebook.


It’s up to you to choose the audience you want to reach. You can choose from one or a combination of targeting options that suit your business’s needs, while helping you reach the people you care about.




Reach the right people, every day, everywhere, to get more traffic and sales for your website.

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Choose the right audience

On Facebook, you’ll only pay to target your adverts to the exact people you’d like to connect with. Targeting your adverts helps you:

  • Find the right customers across devices, including desktop, mobile and tablets
  • Deliver relevant messages to specific people
  • Get the most value from your advert spend by reaching only the people that matter to you

How to target your adverts:

  • Visit the adverts create tool and select your advertising objective
  • Set up your creative, such as advert images and advert text
  • Then, choose your audience and select specific targeting options to connect with the right customers
  • Fill in your campaign, advert set, budget and bidding details and click Place Order to create your advert

Note: As you select different targeting options, you’ll see the Potential Audience size adjust to reflect the number of people on Facebook who can see your adverts. The actual number of people your adverts reach will depend on the size of your budget and the duration of your campaign.

Targeting your ads in the ads create tool.


  • Reach customers in key locations by country, state/province, city and post code
  • For example, if you’re a North American e-commerce business, you can target your adverts at people who live in the United States and Canada


  • Target people based on demographics like age, gender, relationship status, education, workplace and more
  • For example, online fashion store Joseph Nogucci targets its adverts at women in the 18-54 age group


  • Interest targeting lets you define your ideal audience by their interests, hobbies and Pages they like on Facebook. These may be drawn from their listed interests, activities, education, job titles, Pages they like or groups to which they belong.
  • For example, online retailer BarkBox targets dog owners and people who like different dog breeds by adding interests like “chow chow, golden retriever and pomeranian”


  • Reach people based on their purchasing behaviour, device usage and other activities
  • For example, if you’re an online jewellery retailer, you can select the partner category “Fine jewellery” under Behaviours
  • Note: You can overlay additional targeting options, such as also targeting women aged between 18 and 34, who live in the United Kingdom

Advanced: Custom Audiences

Custom Audiences lets you target your adverts at your existing customers from your own list, or exclude them from a particular campaign. This is beneficial if you want to offer special discounts or promotions to your current customer base.

  • Custom Audiences: Securely upload a contact list of people you’d like to reach (or not reach) and target your Facebook Adverts at them.
  • Lookalike Audiences: Once you create a Custom Audience, you can also use lookalike audiences to find people who are similar to your best customers.

Best practices

  • Ensure adverts within each advert set share the same audience and bid type so our system can optimise for the best performing adverts based on variations in images, video or text
  • Place adverts with advanced targeting options, such as Custom Audiences, in separate advert sets
  • Create multiple adverts within each advert set using different images, links, video, text or placements. After a while, you should be able to identify which advert delivers the best results. Turn off adverts with the lowest conversion.

Olle Tod