Alla Bogdan    02/28/2019 Reading time: 11 minutes

   3 Comments

How to Find Your Target Audience on Social

Media: 10 Tips to Follow

Do you know there are a lot of businesses that provide perfect products and
services but simply cannot succeed on social? It’s because their content
doesn’t reach the proper audience. No matter how engaging it is.
Christopher Newman, a professor of marketing, says, “Too often marketers
create a campaign first, and then try to identify a target market they hope
will be receptive to it”.  It doesn’t work this way. First off, you need to find
out who your social media target audience is and go there to market
to them.

 How To Identify Your Target Audience

 Survey Your Customers
 Find Your Customers and Connect with Them
 Find Your Target Audience in Facebook Groups
 Tailor Content for Your Target Audience
 Create a Well Balanced Content Plan
 PromoRepublic’s Post Ideas

Identify Your Target Audience

Before you can seek out your audience, you must identify them.

 What age groups are you trying to reach?

 What’s their average income?
 What are their common values?

Questions like this will help you picture your ideal customer.
Today’s marketing world is full of, “build content people” like pieces of
advice. But people don’t usually get the content they may be interested in.
This is despite the scary fact that Instagram and Facebook listen to real-life
conversations.
So if you’re providing social media services for small business, mid-size, or
large brands, you have to help them figure out their target audience. It’s
wise to create questionnaires with your client. We can make it easy for you
— download this free framework.
Now, the platforms. Are you sure you’re investing into the right channel?
You have to figure out what social network your audience uses the most and
create content for this channel in the first place. That kind of work deserved
detailed research too, especially if you dream to find your target customer
in any social media corner. Check out this recent demographic research.

The Channels

Let’s look through the major channels and understand what we can do to
find your target audience on social media.

Facebook Audience Statistics 2019

Facebook audience research shows it’s still the most frequently used social
media platform, with 2.23 billion people log in to the platform every month .
Based on the total population, (not just internet users) a full 30% of
Facebook ad audience, is aged 25 through 34. Per We Are Social, America is
the second-biggest population on Facebook having around 270 million
users. Because of that, it’s a safe bet that your brand or your client’s brand
will be on Facebook — all you need is to target them in the right way.

Twitter Audience Statistics 2019

According to Cision, 326 million people use Twitter every month. Statistics
also say that 37% of Twitter users are between the ages of 18% and 25%
while 25% of users are 30-49 years old. That means, younger Americans are
more likely to be on Twitter than older Americans. When you’re planning
your social media calendar and you have a heavy Twitter user ratio, make
sure you create some compelling Tweets — the ones which will be
interesting for an audience of this age.

Instagram Audience Statistics 2019

It’s already 1 billion of monthly active Instagram users, Omnicore shows.

Interesting fact: women more than men use this photo-sharing app, and
being perfectly precise it’s 39% of women and 30% of men. However, there
are plenty of millennials on the platform, so if you have people in that age
range (under 35), who are a part of your demographic, it makes sense
to find your target audience on Instagram.
 

Survey Your Customers

Even if the available statistics allows you to see a blurry picture of the
audience you’re going to target, the information isn’t enough to draw a
portrait of your buyer persona. Finding target audience on social
media needs strategy. To get the full information, it’s necessary to ask
people the right questions. Surveys are a big component of content
marketing best practices. It is a good idea to survey your real customers and
find out which social networks they prefer. As a part of your survey, ask
your current customers the following questions:

 What is your favorite social media site?

 Do you regularly read blogs? (please, name them)
  What people do you follow on social?
 Use free Google Forms to collect your answers or TypeForm

Determine Your Target Audience Size

Facebook ads are not just a place for your promotions, but they also show
you some clear data about your target audience and its size. For example, if
you want to reach men and women in New York interested in social media
marketing, you can find out that 240,000 people on Facebook match that
audience. If your audience is too large like this one, you might want to
target a narrower niche to start. I recommend you to narrow your audience
and search for exact niches. For “social media marketing” it can be content
curation, advertising, search engine marketing (SEM) and many others.
Any Facebook marketing guide for 2019 will tell you that it’s better to spend
your advertising dollars on a smaller, more engaged niche than to blast a
large demographic.
Narrowing your audience will also save your budget spent on ads.
You can also narrow your audience by another similar, competitor pages.
For example, McDonald’s would point out KFC, SubWay, and Burger King.
It means that they will reach those people who aren’t interested in those
other 3 fast food chains. While you’re targeting that audience, take a look at
some content creation examples used by competitors of your brand. That
will give you an advantage once you’re looking into social media marketing
automation with a social media content generator like PromoRepublic.
You should also know the influencers of your niche, platforms, and blog
where your customer hangs out. Facebook Ads will help you with this, and
you will narrow your list up to those who are really interested in your page.
Find Your Customers and Connect with
Them
It’s important to note that you can upload your email database to almost
every social media platform to find your customers. With Facebook Ads
Manager, you can create a custom audience. Make sure to choose CRM
software that works in unison with your social media management tool to
reach out to, and engage with customers almost instantaneously.
Once you’ve created a custom audience, you can then ask Facebook to
create a “lookalike audience.” Lookalike audiences are similar to your most
valuable audiences. That means Facebook can put you in front of more
people who are like your current audience.

Find Your Target Audience in Facebook

Groups

If you’re using Facebook as an individual and you want to find your

audience online, use Facebook’s search bar to find groups that match your
ideal customer’s interests. If you’re providing social media marketing
services for multiple clients, find a way to segment those audiences
properly so there’s no confusion.

Tailor Content for Your Target Audience

Now when you’re done with basic preparations, you can start tailoring best
content for them. There are several rules for you to remember, taken right
from the best social media marketing guides:

 No more than 1 post of curated content a week

 No more than 2 promotions a week
 At least 1 engaging content a day

Does your page engage with its followers? They do not follow you to buy
your goods every day, so, please, make your page a source of inspirational
and useful information for them. Otherwise, you’ll lose your target
audience. A content creation template can help you create the right types of
posts for the right audience.
Your optimal content plan should contain different types of social media
posts according to what they prefer: are these funny videos, motivational
quotes, polls or educational blog posts/infographics?
Your social media goal is to generate traffic, leads and sales from social, but
never forget about relationships you build there. Robust content is
definitely not a reason for them to follow you, so spend some time and
create a well-founded content plan. This is important if you’re setting up a
social media calendar for small business, yourself, or a larger brand. It’s
one thing to schedule posts. You have to be present to engage the audience
through social media.

Create a Well Balanced Content Plan

Having run a PromoRepublic Facebook page for a while, I’ve discovered
some types of posts that work perfectly for my business page.

Engaging Posts

While there is a lot to think about in the social media space, being a social
media marketer is more than knowing Facebook 2019 post size changes or
what demographics to target with Twitter ads. You have to create great
content on every channel you’re using. Engaging audience through
social media is an art, and here are some tricks that work great for
PromoRepublic.

Ask Questions

If you ask yourself, “Why they do not comment on my posts?” you should
also ask yourself whether you ASK them questions in your posts!
Sometimes, your followers just do not understand what you expect from
them. It’s ok to let them know what you want them to do.
Such type of content will be interesting for your followers. By the way, it
won’t take much time and effort if you try PromoRepublic’s Graphics
Editor. This tool allows you to create and edit pictures per your liking. So to
say, it will take you several minutes to “draw” a perfect Q&A post and
schedule it to any page you want. But keep in mind, the message should be
clear and the picture should be appealing.

Q&A posts are good for polls and communications. Don’t be shy! Post some
questions you need to know to provide better service to your fans and
followers.

Motivate With Visual Quotes

When it comes to ads or engagement posts, people are more likely to notice
text with a picture. The thing is, we see a picture and decide within ⅕ of a
second to read or not to read the text associated with it. Use this
information to your advantage and offer them visual posts to motivate and
inspire with great sayings and quotes. Why are these types of quotes so
popular? We are all fighting with inner questions all day long and when we
find something that speaks to us and our situation, our finger instinctively
taps that all important “like” button.

Promotional Posts

There’s an art to creating promotional posts. Let’s take a lesson from the
content marketing best practices I’ve picked up while marketing for
PromoRepublic.

Stop being salesy

Promotional posts are not often about discounts or special offers. This is a
type of content that represents your brand. Do you remember that the
initial goal of social media is to build your brand presence and relations
with your followers? Think about company news, webinars and other
content that will lead them to your page without being salesy.
The initial goal of social media is to build your brand presence and relations
with your followers
CLICK TO TWEET

Finding the way to speak the same language isn’t hard, just keep in mind
the things your clients like and dislike — and that’s what is actually called
identifying the target audience.
Get Personal

Promote your brand through its story, show your office or the place you
work in. Share your plans and intentions. If you are an offline store – let
your online audience get to know your staff and evoke the desire for them
to come in and meet them for real. You need to become friends with your
followers and be open to get real engagement.

Educational Content
Blog posts, informative visuals, and infographics fit pretty well.  Determine
the topics that your audience might be interested in (you can ask them
before with the help of visual Q&A post, remember?).

Curated Content
Curated content is good if it brings value to your brand and your followers.
It can consist of mentions, hot topics or influential points of views.

PromoRepublic’s Post Ideas

 Content creators admit that coming up with ideas for whatever topic is
challenging. That’s happening because ideas don’t come easy, despite the
abundance of information offline and online. Books, articles, and, probably,
colleagues may recommend to solve this issue by writing about every single
thing you’re seeing, experiencing or realizing daily. This works. Also, you
can surf the web searching for inspiration. We’ve been there too. For that
particular reason, we’ve created Template Library and filled it up with
ready-made ideas for 0+ industries, 6 categories from trendy content to
promotions.
You can choose any picture and let your creativity flow by editing it with
Graphics Editor. Then use Advanced Statistics to find out which posts your
followers liked most.

How to Research and Locate Your Audience Using Social

Media

by RICH BROOKS / AUGUST 5, 2016 / 15 COMMENTS

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Are you struggling to connect with your customers on social

networks?

Do you know where they hang out online?

To optimize your social media marketing efforts, it’s important to know who your customers
are and which social networks they spend their time on.

In this article you’ll discover how to connect with your target audience on social media.

Discover ways to find and connect with your target audience on social media.
Listen to this article:
Where to subscribe: Apple Podcast | Android | Google Podcasts | Google
Play | Stitcher | TuneIn | Spotify | RSS

Scroll to the end of the article for links to important resources mentioned in this episode.
#1: Identify Your Ideal Customer
One of the first questions I ask is, “Who is your ideal customer?”

Some of the answers I’ve received include women, people who have to eat to survive, bosses,
employees and people looking for work. While these answers may be true for you, too, they
won’t help you find your audience because they don’t help you prioritize where to spend your
time.

John Lee Dumas has famously talked about identifying your business avatar. This means
you’ll want to create a fictional persona of your ideal customer, to the point of naming it,
knowing how many kids it has or what it does on the weekends. The clearer your avatar is,
the easier it is to find people on social media who resemble the persona.

#2: Determine Your Audience Size

Once you have a good sense of what your audience looks like, you can use Facebook Ads
Manager to estimate the size of your audience.

For example, if you want to reach women in Maine who are interested in nutrition, you can
find out that 62,000 people on Facebook match that audience.

Some quick market research will tell you if your audience is big enough.
This is also good business information, because if your audience is too small, you may need
to change your offering to expand your audience. On the flipside, if your audience is too
large, you might want to target a narrower niche to start.

Of course, not everyone is on Facebook. According to recent research, almost 60% of

Americans are on Facebook. That number may be more (or less) depending on where your
audience lives, their age, gender and household income, but it’s a good starting point.

#3: Survey Your Customers

If you’ve been in business for any length of time, you have customers you can survey.

For the purposes of optimizing your social media campaigns, wisely spending your ad dollars
and targeting guest blogging opportunities, you need to know where your audience hangs out
online. As part of your survey, ask your current customers the following questions:

 What social media sites do you regularly use?

 What websites do you visit for information on _______ (for example, remodeling
ideas, pricing strategies or whatever is appropriate for your business)?
 Do you listen to podcasts? If so, which ones?
 Do you regularly read blogs? If so, which ones?
 What people do you follow or pay attention to online?

You can also use free tools like SurveyMonkey or Google Forms to collect your answers.
In this video, Steve Dotto walks you through how to create your own forms with Google
Forms.

Google Forms is a great way to collect feedback on live events, for example, because it
graphically displays your audience’s feedback. Go to your form results and select Form >
Show Summary of Responses from the drop-down menu.
 Gene
rate pie charts of your customers’ interests.
#4: Research Online Behavior
What do you do if you’re just starting out, your customer base is too small for meaningful
results or you’re expanding into a new category? In cases like these, or simply to supplement
your surveys, you can research online behavior.

The Pew Research Center has an excellent breakdown of where your audience spends
their time online. It’s not difficult to find studies and infographics that provide
information on specific platforms or other countries. For example, check out this chart
from MarketingCharts to see a makeup of the top social media channels based on gender,
age, education and more.

#5: Find and Connect With Your Customer

Once you get the results from your survey and have reviewed the demographics of the
available research, it’s time to put that knowledge to work across different social media and
digital marketing platforms.

It’s important to note that you can upload your email database to almost all social media
platforms to find your customers there.
 Upload your email list to
find out which prospects and customers are on different social platforms.
Connect with this core group on any platform to jumpstart your online networking
there and provide social proof that you’re well connected and someone worth knowing.

Here are some tips for connecting with your ideal customers on the platforms that will work
best for many businesses and entrepreneurs.

Facebook

Most social media marketers will tell you that the organic reach of businesses on Facebook
has tanked. Google’s image search does too when you ask it about “organic reach on
Facebook.”
Facebook’s organic reach is trending downward.
If you’re trying to find your audience on Facebook, the easiest path is to target your ideal
demographic with Facebook Ads Manager.

If you return to your survey, you may find that your current customer base likes Golf
Magazine or watching UFC (Ultimate Fighting Championship). Armed with this information,
you can target your ads for your Facebook prospects, whether they like a round of golf or a
roundhouse kick.

Facebook Ads Manager gives you other options to find your audience. You can upload your
customers’ email addresses to Facebook Ads Manager to create a custom audience.

Become the Social Media Marketing Rockstar for Your

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embrace change! We’re a genuine community of marketers from your friends at Social
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 CLICK HERE TO ENVISION A BETTER FUTURE
Once you’ve created a custom audience, you can then ask Facebook to create a lookalike
audience. Lookalike audiences are similar to your most valuable audiences. That means
Facebook can put you in front of more people who are like your current audience.

However, you’ll still want to apply filters to this lookalike audience to improve your
results. For example, the customer database for your vegan delivery food service may be
limited to just your home state. “Lookalike” people may live anywhere in the world. Add a
filter to your lookalike audience for your home state or even your hometown, depending on
how big your delivery area is.

To engage with these targeted Facebook users, advertise your business page, a free webinar
or a link to your online store, anything to begin the process of a deeper relationship.

If you’re using Facebook as a person and you want to find your audience, use Facebook’s
search bar to find groups that match your ideal customer’s interests.

This search also

uncovered some beer influencers.
The search results will show you groups that are populated with your audience. Join the
conversation and start networking!

Twitter

While Twitter’s reach is smaller than Facebook’s, it offers other opportunities to find your
ideal customers.

Let’s start with the ad platform at ads.twitter.com. It doesn’t have the granular targeting
tools of Facebook, but you can still find and reach your audience based on geography,
gender, keywords, interests, influencers (called “followers” here) and more. You can also
target Twitter users by their TV-watching habits.

People love to tweet while watching their favorite shows.

Within Twitter’s advertising platform, you can focus on getting more followers, driving
people to your website or squeeze page or engaging them with other actions.

Beyond the ad platform, you can also use Twitter’s advanced search tool for finding your
audience. If you run a local comic book shop, you can target nearby customers and
prospects based on their location and what they’re tweeting about.
Your audience is tweeting. Are you listening?
Once you’ve identified these people, follow anyone who seems like a good audience
member. Many of these people will follow you back out of habit.

Even if they don’t follow you back, you can create a new Twitter list called Favorite Local
Comic Geeks. Twitter will then notify these users that they’ve been added to your list,
increasing your visibility to them. In addition, it allows you to pay more attention to what
your audience is talking about and engage them in conversation.

LinkedIn

While there is an advertising platform on LinkedIn, the real power is in the prospecting tools
and making one-on-one connections with your audience.

Suppose you want to reach HR professionals in San Francisco. Simply search for people
with a relevant term in their profile. For example, search for “human resources” and limit
the location to a geographic area, such as “San Francisco Bay Area.”

You can further narrow your search to those working for top tech companies by selecting
Google, Apple and IBM under the Current Company filter.
It’s easy to find your audience by job title.
Work your way down the search results. Decide whom you want to connect with, and
which people you might want to send an InMail to. If you’re in popular HR groups on
LinkedIn, you’ll find it easier to connect with this audience, as it often removes a barrier
LinkedIn sets up to reduce aggressive networking.

Guest Blogging

Most digital marketers recognize the benefits of blogging for SEO and social media.
However, you can also find more of your ideal customers through guest blogging.

When you guest blog, you get immediate access to an existing audience. The blog owner gets
your valuable content, while you establish your expertise to their audience. If you’ve done
your homework, this is also your audience.

You may already have a list of potential blogs to approach based on your survey results. But
even if you don’t, it’s easy to find blogs that are actively looking for content.

Simply Google your targeted keyword along with “guest blog” (or “guest post”) to find
blogs that are actively searching for guest writers.
Here’s how to find blogs focused on adventure travel.
You can also download the free SEO toolbar MozBar, available for Chrome or Firefox,
to get additional information about the page authority (PA) and domain authority (DA)
for each result. The DA tells you how much trust this site has built up on a scale of 1 to 100,
where the higher numbers reflect more authority.
Summer Tomato has great domain authority, so start there.
Each site will have its own guidelines and requirements for submitting a guest post.

Pro tip: To get the most of your guest blogging opportunity, try to drive people back to
your website or squeeze page for additional, value-added content that’s related to the
original post.

Wrapping Up

Start by identifying your ideal customer through surveys and research. Find them with guest
blogging opportunities, targeted ads on social platforms and engagement with powerful
search tools on social networking sites. Finally, incentivize them to visit your website and get
to know you and your business better.

What do you think? Do you have some tactics that have worked for you? Do you have
suggestions for how to find your audience on Pinterest, Instagram, Blab or any other
social channels? Let us know in the comments below!
 Tips to research and locate your audience on social media.

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TAGS: SOCIAL MEDIA RESEARCH
ABOUT THE AUTHORRich Brooks

Rich is president of flyte new media and runs The Agents of Change, a weekly podcast and
annual conference on building your business through search, social, and mobile marketing.
Other posts by Rich Brooks »
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 6
The Beginner’s Guide to Facebook
Audiences and Targeting
WHO ARE YOUR
CUSTOMERS ?

Getting to know who your customers are is a crucial step

for a successful Facebook Ads campaign. Facebook has 
1 billion+ daily active Facebook users, so it’s absolutely
critical that you target only those who are potentially
interested in your product. Any audiences that are not
likely to convert for you is a waste of your advertising
dollar.
Luckily, Facebook offers a wide range of targeting
options that will help you find the right niche!
In Chapter 6, you’ll find out:

 How to create Facebook Audiences

 What are all the Facebook Audience types
 How to set up remarketing audiences
 How to work with Custom Audiences and Lookalike Audiences
 What are the best Facebook targeting options to use
Remember that advertising is about getting customers, not cheap clicks. Your cost
per click could be $.03 but if the conversion rate is zero you are wasting your effort
and your money.

Choose the audience who’ll see your ads and keep testing different targeting
options to find your sweet spot.

How to Create Facebook

Audiences
To create and manage your Facebook target audiences, you’ll have to use the
Audience Manager tool.
You can find this tool in the Business Manager, by clicking on the top-right menu
and selecting “Audiences.”

On the Audiences page, you can see all your saved Facebook audiences, as well as
create new ones. To understand the wide range of targeting options that come with
Facebook ads, let’s start from the basics.

Facebook has three primary audience types:

 Saved Audiences
 Custom Audiences
 Lookalike Audiences
Each of these audience types gives you plenty of additional options for creating the
perfect target audience for your Facebook campaigns.  

Facebook Saved Audiences

Saved Audiences are the audiences that you can define by choosing people’s
interests location, age, gender, used devices, income level, etc. You can create
Saved Audiences both in the campaign setup phase or in the Audience Manager.

Creating a Saved Audience in Ads Manager

Location-based targeting
Facebook allows you to target people in specific locations, including:

 Country
 State/Region
 Counties
 DMA (Designated Market Area)
 City
 Postal Code
 Specific Address Radius
Simply type in the regions you wish to target.

You also have another layer of location targeting, allowing to be even more
specific:

 Everyone in this location (the default targeting option) – The last updated
location of an actual Facebook user
 People who live in this location – Location is set by the location on a user’s
Facebook profile and confirmed by their IP address.
 People recently in this location – Tracked by mobile device usage in the
geographic area you intend to target.
 People traveling to this location – Users who had this geographic area as a
recent location that’s at least 100 miles away from their home location.
 
Demographics-based targeting
As you click on the Demographics tab, you’ll get plenty of targeting topics to
refine your audience based on many options. The basic 3 are:

Age – If you’re targeting an audience with a specified age range, you can easily
reach them by telling Facebook who your ideal customers are.

Gender – You can also select to target a particular gender.

Language – If you’re advertising in a particular language, you might want to only

target the people who can understand your ads.

But you can get way more detailed. As an example, you’ll be able to target people
by their political views, life events, job titles, ethnicity, and so on.

Interest-based targeting
Interests are one of the best (and easiest) Facebook ads targeting options as they
allow you to target people specifically interested in a subject related to your
product. For example, you could target people interested in your competitors or
your broader market segment, or magazines and blogs covering your market.

To target based on interests, you can either browse the menu with hundreds of
interests or simply type in one interest, so that Facebook will suggest to you other
related topics.

The interests are based on Facebook users’ likes and interests, apps they use, Pages
they’ve Liked, and more. Adding more than one interest will target people with at
least one of them so you’ll make your reach broader.

Behaviour-based targeting
Unlike precise Interests, Behaviors allow you to target people by purchase history,
events they like, personal anniversaries, etc. This data is gathered by Facebook
analyzing many factors and also using external data sets.
They are not always useful, but when they are they work great! As an example,
you can target people currently traveling or planning their next trip … priceless if
you’re in the hotel or event booking market. Check them out and see if they can
work for your business.

To master the behavioral targeting and learn about all its possibilities, check this
guide: Reach Your 100% Perfect Audience With Facebook Behavioral Targeting.

Facebook Custom Audiences

Facebook Custom Audiences are probably your most high-value target audiences
as they allow to retarget past website visitors and people who have engaged with
your content or app. There are multiple ways to create a Custom Audience, and
we’re going to cover each of them briefly.
 Creating
Custom Audiences from Customer Files
This first type of Facebook Custom Audience is based on your existing customer
files – the lists of email accounts, phone numbers or apple IDs. The Customer File
audience is a great way to target your newsletter subscribers or app users.

To create a Facebook Custom Audience, follow these steps:

1. Create a Facebook Custom Audience

2. Select the “Customer File” option
3. Select whether you wish to add a customer file or import contacts from
MailChimp.
4. Import your customer data to create a new Custom Audience
5. Select the identifiers
6. Upload a customer file
7. Give your Custom Audience a name
Your customer files can include 15 different identifiers, the most popular ones
being:
 Email
 Phone number
 Mobile advertiser ID

If you need to clean up the data inside your customer files before the import,
this Facebook’s guide can help you out.

Creating Custom Audiences Based on Website

Traffic
Website traffic-based Facebook audiences allow you to create remarketing
campaigns for people who have engaged with your website. These are high-value
audiences as the users seeing your ads have already shown some interest in it.
Important! To create audiences based on your website traffic, you first need to
install Facebook Pixel. See the Pixel setup instructions by Facebook.
 If you’ve built your website on WordPress, you can also create this type of Custom
Audiences with the Pixel Caffeine plugin.

Once you’ve installed the Facebook Pixel, you can simply go to the Audience
Manager and create a Custom Audience based on past website traffic.

You can choose between multiple options:

 Target everyone who visited your website

 Target people who visited specific web pages
 Target people who visited specific web pages but not others
 Target people who haven’t visited your website for a certain amount of
time
 Other custom combinations

Creating Custom Audiences Based on App

Activity
If you want to reach the people who have engaged with your iOS or Android app,
you can set up a Facebook target audience to do that. To target people based on the
app activity, you first need to register your app and set up app events.

To create a Facebook Custom Audience based on app activity, target people who
have taken specific actions (events) in your app. You can also select the timeframe
for targeted events.
 For example, you could select a purchase event and specify “In The Last 90 days”
to reach people who have completed an in-app purchase event in the past 90
days. Here’s the official guide by Facebook to help you create Custom Audiences
based on app activity.

Creating Custom Audiences Based on

Engagement
Did you know that you can also target the users that have engaged with your
content on Facebook, e.g. viewed your videos or liked a Page post. The latest
addition to Custom Audiences is the possibility to target people who have done one
of the following:

 Visited your Facebook Page

 Engaged with your Facebook Page posts or ads
 Clicked on any call-to-action buttons
 Sent a message to your Page
 Saved your Page or posts

This gives you the perfect opportunity to reach high-potential audiences that are
interested in learning more about your brand or product. If you want to know more
about Custom Audiences, how to create them, and how to get the most out of them,
check out this guide: Facebook Ad Custom Audiences: Everything You Need To
Know.

Facebook Lookalike Audiences

Facebook Lookalike Audiences let you reach the people who are similar to your
existing customer database – making them highly likely to convert as well.
To create a Lookalike Audience, you first need to create a Custom Audience to tell
Facebook what type of users you want to reach. Next, select the “Lookalike
Audience” from the audience creation menu and select a target country and a
percentage (1%-10%) of the targeted country’s Facebook users. The percentage
signifies the people most similar to your selected Custom Audience.

Lookalike Audiences help you to extend your ad campaign’s reach so that you only
target people who are likely to be interested in your offer.

How To Narrow Down Your

Audiences
Sometimes, a Facebook audience can include millions of users. Unless you’ve got
hundreds of thousands of dollars advertising budgets waiting around the corner,
you should keep your target audiences smaller and more precise. Ideally, it would
be the largest audience it can be of people that are the most likely to convert.
When creating Saved Audiences, you can narrow your audience with the AND/OR
targeting options. The OR targeting means that when you add new targeting
options under the same category of targeting, your audience will grow larger. The
AND targeting means that a person who’s in your target audience must fall into
multiple categories. This will help to decrease your audience size and create niche
audiences.

As you may have noticed from the image above, you can also EXCLUDE people
who match specific interests or demographics. You can also EXCLUDE specific
Custom Audiences from the general target audience. For example, you could
exclude past converters to avoid your ads reaching people who are already
customers.
 Bonus Tip
If some Lookalike Audience or Custom Audiences are too large (hundreds of
thousands of people), narrow them down with interest-based targeting by
creating a Saved Audience.
Here’s how it works:

 Create a Facebook Saved Audience

 Select a Custom Audience or Lookalike Audience
 Add interest- or demographics-based targeting options
Ok, now that you have a pretty decent overview of Facebook audience types,
let’s move on to Chapter 7 and talk about the ad bids and campaign optimization.

In case you’d like to do some additional reading on Facebook audiences, check out
these guides:

 9 Facebook Audiences With Extremely High ROI

 Reach Your 100% Perfect Audience With Facebook Behavioral Targeting
 Facebook Ad Custom Audiences: Everything You Need To Know – 2017
UPDATE

Chapter  5IndexChapter 7

Get the most out of your digital ad budget with AdEspresso. Create
and manage all your Facebook, Instagram, and Google ads in seconds
from a single dashboard.

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  Chapter1
 Chapter2
 Chapter3

About targeting for video campaigns

Video campaigns run on YouTube and across the web through Google Ads. By targeting your
video campaigns on YouTube and Google video partners, you can advertise to people at
moments that matter. With a wide variety of targeting methods available to you, such as
demographic groups, interests, placements, and remarketing lists, you can reach specific or
niche audiences based on who they are, what they're interested in, and what content they're
viewing.

Available targeting methods for video campaigns

Audience targeting methods
Audience targeting methods let you define who you want to reach. Audiences are groups of
people with specific interests, intents, and demographics, as estimated by Google. These
include:

 Demographic groups: Choose the age, gender, parental status, or household income of
the audience you want to reach.
 Detailed demographics: Reach users based on additional broad, shared traits, such as
college students, homeowners, or new parents.
 Interests: Pick from available audience categories to reach people interested in certain
topics, even when they may be visiting pages about other topics. Learn more about
audiences.
 Affinity audiences: Raise brand awareness and drive consideration with
your video ads by reaching people who already have a strong interest in relevant topics.
 Custom affinity audiences: With custom affinity audiences, you can create
audiences that are more tailored to your brands, compared to our broad, TV-like affinity
audiences. For example, rather than reaching "Sports Fans," a running shoe company
may want to reach "Avid Marathon Runners" instead.
 Life events: Reach potential customers on YouTube and Gmail when purchase
behavior shifts and brand preferences change during life milestones like moving,
graduating from college, or getting married.
 In-market audiences: Select from these audiences to find customers who are
researching products and actively considering buying a service or product like those you
offer.
 Custom intent audiences: Built with performance advertisers in mind, custom
intent audiences allow you to reach viewers as they’re making a purchase decision
based on the keywords they’ve recently searched on Google.com.
 Video remarketing: Reach viewers based on their past interactions with your videos,
TrueView ads, or YouTube channel. If you've linked your Google Account to your Google
Ads account already,  Google Ads will create custom lists for you automatically. Learn
more about remarketing lists for YouTube viewers.
  Website and app remarketing: Show ads to people who've interacted your website or
mobile app and are already interested in your products or services. Learn more about
remarketing.
 Customer Match: Customer Match lets you use your first-party online and offline data to
reach and re-engage with your customers across YouTube and Google video
partners. Learn more about Customer Match.
 Similar Audiences: Similar Audiences is a targeting feature based on first-party data lists
(usually remarketing lists or Customer Match lists) that helps you expand the reach of
your best-performing audiences by targeting new users with similar characteristics to
your remarketing or Customer Match lists.

Content targeting methods

If you target or exclude certain YouTube music artist channels, you’ll have to verify which videos
will be included. Learn more about YouTube music artist channels.

Content targeting methods let you define where you want your ads to show. These include:

 Placements: Target channels, videos, apps, websites, or placements within websites. For

example, you can target an entire high traffic blog or just the homepage of a popular
news site. Placements can include:
 YouTube channels
 YouTube videos
 Websites on the Google Display Network
 Apps on the Google Display Network

Note
When you add Google Display Network placements, your ad may still run in all eligible
locations on YouTube. And when you add YouTube placements, your ad may still run
in all eligible locations across the Google Display Network.
Keep in mind: If you have "Video partners on the Display Network" selected under
"Networks" and you add Google Display Network placements only, your ads may still
show on YouTube.

 Topics: Target your video ads to specific topics on YouTube and the Google Display
Network. Topic targeting lets you reach a broad range of videos, channels, and websites
related to the topics you select. For example, you target to the "Automotive" topic, then
your ad will show on YouTube to people watching videos about cars.
 Keywords: Depending on your video ad format, you can show your video ads based on
words or phrases (keywords) related to a YouTube video, YouTube channel, or type of
website that your audience is interested in.
 Devices: Target users using computers, smart phones, mobile devices, and TV screen
devices like Chromecast. 

For video ad groups using placement targeting only: If you’re targeting placements solely on
YouTube or the Display Network, your ads will now be eligible to run on both.
 

Existing ad groups without targeting will be automatically paused as a one-time exception to

ensure they don't run ads you don't intend to show. Going forward, manually pause ad groups
that aren’t ready to show ads. Learn more at Pause or resume your ad groups.