FacebookAd101: What is an Audience and how to target the right audience

On Facebook, an audience is a group of people that can potentially see your Facebook ads. With over 2 billion users on Facebook, it is crucial to only target people that would be interested in your service to avoid budget waste.

In this article, we will talk about how to target the right audience for your next Facebook ad.


Buyer Personas

We recommend starting with your buyer personas. Buyer personas are fictional, but they represent your ideal customers, the ones you would like to connect with. Buyer personas can help you to develop the best marketing messages. Then, by targeting your messages to specific groups of customers, you can attract them to your website, convert them into leads and turn them into customers.

When you create a buyer persona, think about the traits, the interests, the lifestyle, and the demographic categories your ideal customers have. You might also want to identify their daily challenges so you can relate back to your business.

Let’s take a look at Jerry. Jerry has a vegan ice-cream store at the IFC. He wants to target his post to a specific group of audience that is more likely to visit his store after seeing the campaign, which is also known as buyer personas. He is now creating a profile for one of his buyer persona, Minnie the office lady.

Office Lady Minnie


Works in an office located in Central

Age: 25-40

Income: HK$20-35K


Lunch hour: 12pm – 2:30pm

Goes out for lunch in groups

Browses social media apps around 11am – 2pm, and commute time

dessert, food, diet, beauty product

Challenge / Pain point:

Constantly looking for interesting food options around

Looking for healthy food options

From the information he gathered from the buyer persona profile, he went ahead to learn more about how he can target the office lady Minnie with a Facebook ad using Facebook’s Core Audiences targeting.


Core Audiences

Core Audiences is Facebook’s default ad targeting option. You can target a group of audience base on demographic, location, interest, behaviour and connections.

Screen Shot 2018-05-09 at 2.32.10 PM

Location – target people around your store

Demographic – use demographic traits like age, gender and language

Interests – target people interested in a specific subject relevant to your business, or your competitor

Behaviours – find people who have liked your Facebook page, or target them according to their purchase behaviours, device usage

Location-based targeting

With this targeting method, you can deliver your ads to visitors, new residents, locals, or everyone in the set location.

For Jerry, he can target people that are located around the area. Since these people are around the area, they have a higher potential to visit his store.

Demographic targeting

You can share your ads to people based on their demographic traits like age, gender and language.

To target office lady Minnie, Jerry set up the ad to target people aged 25-40, who can speak Chinese.

Interests targeting

You can target people that are interested in a specific subject or a Facebook page, that is related to your business. What is worth mentioning is that you can also target audience of your competitor or your broader market segment.

For example, Jerry has been targeting ads to people who select ice cream as their interest. Now he wants to reach more potential customers in the market. He starts targeting people that are interested in his competitor Yummy Frozen Yogurt, since they showed interests in similar products, they are more likely to be interested in your product as well.

Also, he starts to target people that are interested in dessert, since they like sweet, these people have a higher chance to like ice cream too.

Behaviours targeting

Behaviours targeting allows you to reach people according to their purchase behaviours, device usage etc. You can use this targeting method to target people who already liked your Facebook page, since they already know who you are, they are more likely to pay attention to your ads. If you are working on a mobile app that is only available to android phone, you can use this targeting method to only show your ads to android phone users.

For Jerry, he decided to target people who have liked his Facebook page or friends of those people.

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