Facebook Ads Targeting Optimization

Have you ever faced such a dilemma? You invest a lot of budget on Facebook, but you have to face the dismal conversion rate. Recently, many colleagues have been discussing the problem of low conversion rate. Some even said that they spent a year on advertising before they realized where the problem was!

In order to better serve customers, the Media Manager team sorted out the Facebook customers they have cooperated with in the past six months and identified the biggest culprit for lowering conversion rate – inaccurate audience targeting, that is, your ads did not really reach those interested potential customers, but wasted exposure opportunities among a group of irrelevant users.

This situation is actually more common than you think, but don’t worry, find the problem, and then you can build an efficient and economical Facebook advertising positioning strategy through today’s article. Whether you are a novice in the industry or an experienced advertiser, you can break through your conversion bottleneck according to the guidance of the article!

Facebook Ad Targeting Mechanism

Facebook ad targeting is a strategy that allows you to accurately display your ads in front of potential users who are most likely to be interested in your products.

You can imagine that if you need to plan a party, you will definitely not invite everyone at random, especially when you know that some people may not want to come. The most reasonable approach is to select and invite those who have common interests and enthusiasm for the party theme, event arrangements, and the food you prepare.

Facebook ad targeting also follows this logic. It allows you to “select” and “invite” the most suitable audience group to watch your ad based on various criteria. This approach not only makes your ad delivery more accurate and reduces the waste of resources, but also effectively saves costs in the long run.

How does Facebook ad targeting work?

The rapid increase in data advertising has put overseas companies in a battle for consumer attention. How to connect with customers in a personalized way has become the key to brand success. The three core advertising targeting options provided by Facebook can help overseas companies accurately reach their target audiences, thereby meeting the needs of both brands and consumers.

Core Audiences (Saved Audiences)

Core Audiences is Facebook’s default precision targeting tool that allows advertisers to create or target audiences based on demographic characteristics, behavior patterns, interest preferences, location and social connections. Advertisers can more effectively reach potential customers through the rich information shared by users on Facebook. This feature is especially suitable for businesses that are new to Facebook advertising or seeking to expand new audiences.

Geographical location targeting: Advertisers can accurately target countries, regions, cities, postal codes and market areas, and flexibly select users who live, visit or have been to the place, and customize to include or exclude specific groups.

Age, gender and language targeting: Set an age range, select gender (male, female or all), and specify the language for non-local mainstream language users to ensure accurate communication of information.

Audience characteristics targeting: Use demographic data such as education, finance, occupation, relationship and life events to accurately reach target users, with a special focus on the family market with children of a certain age group.

Interest targeting: Targeting based on user interests (activities, page preferences, topics), covering multiple areas, ensuring that ads are closely related to user interests.

Behavioral targeting: Analyze purchasing habits, device usage, and online activities to attract users with high interaction or conversion potential, including anniversaries, consumer categories, mobile device users, and other segments to help with precision marketing.

Custom Audiences

This targeting feature is specifically for users who have been interested in your products or services, such as website visitors who browsed products but did not place orders, and users who are targeted based on the information we already have. It is based on information shared by user resources, which not only ensures information security, but also improves the accuracy of targeting.

The custom audience feature helps overseas advertisers use existing customer information to accurately reach these users and establish connections across Facebook, Instagram, and multiple device platforms while respecting user privacy. You can use two types of Facebook sources to create custom audiences, including:

Exclusive custom audiences: interact with existing customers and potential interested parties, observe user behavior in apps or games; discover new audiences through offline physical stores and telephone conversations; track purchase intentions on social media and customize advertising content.

Facebook custom audiences: create custom audiences with Facebook resources. Target interested users based on video viewing history, instant experiences, shopping interactions, Instagram account visits, and Facebook page activities.