Target Audience

Elke Farnworth
January 23, 2020

With over one billion active daily users, there's a lot of opportunities out there for brands to (appropriately)bombard an audience with digital advertising.

Yet, unless you’re targeting the right audience – that is, the percentage of World Wide Web users genuinely interested in your services or products – you may as well end your relationship with Facebook Advertising now.

Custom/Lookalike Audiences

However, if you see potential in what you and Facebook Advertising could achieve together and you’re ready to give Facebook Advertising a try; take a breather, pour yourself a cuppa and nourish your mind with our guide on how to find your target audience for Facebook Advertising. We promise that it’ll save you time, money, and the frustration of trawling the web for answers in your quest to find the audience most likely to engage with your brand.

First things first; let’s look at the many ways in which you can reach your target audience through Facebook’s targeting;


Custom and Lookalike audiences are a powerful tool to reach your target market via the creation of audiences based on these sources.

Through each of these sources there’s the option to use data from your website, app, customer database, or offline activity. Facebook’s sources use data from your Instagram profile, Facebook page, events created from your Facebook page, and people who have viewed your videos, completed lead forms, and/or opened your instant experience ads.

Keep in mind that if you’re new to Facebook Advertising, you may not have enough data to create all these audiences effectively, so your best move is to create a saved audience to then build your custom audiences.

Creating a saved audience

Facebook allows the creation of saved audiences based on location, age, gender, languages, interests, demographics, detailed targeting, and connections.

Research your target audience and break down their demographics to understand who to include within your Facebook targeting. Start with advertising your products or services locally before expanding into other areas, remembering to include the age group and gender details that you would like to target.

To make your audiences more specific, add in demographics, interests, or behaviours, and browse through Facebook’s suggestions that may be relevant to what you have already included.

Finally, if you’re looking to target consumers who are already connected to your page, add a connection type based on the following:


If you add above demographics, interests or behaviours and then add a connection type, the audience must match the above targeting AND the connection. So, if you only want to target consumers who are already connected, leave the above targeting blank.

Once you’ve added in your targeting, Facebook will provide a potential audience size displayed on the side of your saved audience. If your audience size is too small or too big, tweak your audience by adding/subtracting targeting fields to get to Facebook’s preferred audience size.

Audience definition

Follow this handy guide and you’ll be reaching your target audience for Facebook Advertising in no time.

And, if you’re looking for some help to push those results further, you know where to find us. We’re always happy to take an hour out of our day to help tighten your grip on digital marketing; no strings attached, no agenda, just a helpful 60-minute session loaded with tangible digital marketing advice and recommendations.

Over and out,


Need help with your Facebook Ads? Book a consultation today.