With Leadpages Integrated Facebook Ads, you can start showing your landing pages to Facebook and Instagram users in seconds. The question is, who should you show your ads to?
Your ad is shown to an audience of Facebook (and possibly Instagram) users based on criteria you specify.
Based on your Business Page Insights and the content of your landing page, Facebook will get you started with a default audience you can target right away inside the Leadpages Facebook ad builder.
However, you may also want to determine who should see your ad.
The detailed categories you can select from are grouped into geography, demographics, interests, and behaviors.
Facebook includes over 1000 individual targeting characteristics. We’ve collected them for you in an easy-to-browse printable guide.
Use Geography to Narrow Your Audience
Is the location of your audience important to you? If so, you’ll want to use geography as a filter.
Here are a couple of examples.
Demographics: Target By User Status
In addition to the basics of age ranges and gender, Facebook lets you dig deeper into the demographics of your ideal audience. Facebook will provide suggestions, or you can browse to open up hundreds of choices.
Is your typical customer a college graduate of a particular university? Such a person may gravitate toward an ad campaign with their college colors—even if your product has nothing to do with that school.
Do you want to show your ads only to people within a certain income bracket? Or those who have become engaged within the last 3 months?
All of these types of demographic characteristics (and dozens more) serve as audience filters within Facebook.
Interests: What Are They Into?
Most users of Facebook are pretty open about talking about things they love (and hate). Therefore, the platform has an enormous data set of interests for its users. Whatever pages and events people have “liked” also demonstrate to Facebook what users are into.
Do your ideal customers like to cook? Do they also enjoy horseback riding and surfing? Facebook can target them for you.
What kinds of hobbies do your ideal customers enjoy? From photography to having a pet rabbit, Facebook can filter for it.
Want to target people who obsess over sunglasses and shoes? No problem.
Think your ad would get great response from people who take Zumba classes or who like to meditate? Facebook lets you create that audience, too—in just a couple of clicks.
Behaviors: Actions Speak Loudly
Like interests, behaviors are known by Facebook because of users’ activity.
As a human being, it may seem a little creepy to have this much information known to Facebook. As a marketer, you’ll be well-served to take advantage of the targeting this information allows.
Plus, Facebook protects its users’ privacy—as an advertiser, your ad is shown to Facebook users, but you don’t actually see who sees your ad until they say yes to your offers.
What kinds of behaviors can you target for your ad campaigns (and variations within those campaigns)? Here are just a few random behaviors you can target in your campaign:
If you have existing traffic to your website, a list of subscribers, and/or a database of customers, then you’ll want to show your ads to Custom and Lookalike Audiences. These audiences are created within Facebook’s Ad Manager. Once you’ve created them, you can choose them as a target audience inside the Leadpages Integrated Facebook Ads window.
We’ve created a video walk-thru to show how to create these types of audiences inside the Facebook Ads manager so you can target ads from the Leadpages Facebook ad builder.
A Custom Audience consists of people who have already interacted with your brand in some way:
Typically, a custom audience based on website traffic relies on the use of the Facebook Pixel, a snippet of code that should be on all your web pages.
Note: With the Leadpages Facebook Ad Builder, your pixel is automatically inserted into your Leadpages. You’ll also want to include your pixel on other web pages on your website.
The video above demonstrates how to locate the pixel code for use on your website and pages not connected to the Leadpages Integrated Facebooks Ads builder.
A Lookalike Audience is exactly as it sounds: Facebook takes an existing custom audience you’ve created, and culls its database of 2+ billion users for people who match significant characteristics to that existing audience that live in a country or region you specify.
This is an ideal audience to use when you’ve solidified your entire marketing campaign around a particular audience, including your destination landing pages, email follow-up sequence, and sales pages.
When you’ve locked in your numbers and seen a great return-on-investment on your campaign (we’d recommend at least a multiple of 3x ROI), then you’re ready to scale with Lookalike audiences.
A Lookalike audience is also a good choice when you’ve optimized your campaign in your home country, and you want to expand to an international audience, since all Lookalike audiences are built around one or more countries.
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