How to target Facebook audiences effectively and optimize costs

Facebook advertising provides various targeting tools, including options that allow you to target the most likely converting audiences, regardless of whether they have interacted with the brand before. To effectively target Facebook audiences, it’s essential to understand the 3 types of audiences, 11 targeting options, and the 5 best support tools. buybm365.com will guide you in easily identifying your future customer base in this article.
I – What is Facebook Ad Targeting?
Facebook Ad Targeting is the technique of selecting a group of target customers who are suitable for the product/service that a business wants to reach through advertising. Facebook provides businesses with the opportunity to choose user demographics, locations, and interests, so that they can deliver the most relevant ads to their audience.
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How to Target Audiences with Facebook Ads?
You can create an audience when setting up your ad campaign in the Ads Manager. During this process, you can select your predefined audience or create a new one and save it if you want to reuse it in the future.
Additionally, through the Ads Manager, you can use advanced options such as displaying ads on specific devices to further narrow down your target audience on Facebook.
II – Benefits of Targeting the Right Audience on Facebook
Facebook is not only a widely used social media platform but also a “place” where many businesses choose to conduct online marketing. By advertising on Facebook, businesses can effectively promote their brands and increase revenue if they target the right audience. Below are some benefits of correctly targeting on Facebook:
- Reaching the Right Customer Segment: When you target the right audience, ads can be shown multiple times on the target customer’s Facebook page. This ensures that your ads are seen by the intended audience. Businesses should focus on narrowing their audience to reach the right customers effectively.
- Saving Time and Ad Costs: With Facebook’s large user base, targeting the right audience helps businesses save time and reduce advertising costs. The most important thing is that targeting the right audience ensures that the ad campaign reaches the right customers, bringing in better results.
- Increasing Engagement and Conversion Rates: Proper targeting increases the likelihood of reaching potential customers, which leads to higher engagement and improved conversion rates for the ad campaign.
III – 3 Types of Audiences Facebook Provides
To select effective Facebook ad audiences, it’s important to understand the three types of audiences Facebook offers:
- Saved Audiences: These audiences are built by including or excluding people on Facebook based on shared demographics, interests, or behaviors. This allows you to create and save specific audience segments for future use.
- Custom Audiences: These audiences are based on data from your offline customer lists or interactions with people on your website, app, or your Facebook presence. It enables you to target people who have already engaged with your business in some way.
- Lookalike Audiences: This audience includes people who have never interacted with your business, but Facebook believes they are similar to one of your existing Custom Audiences. This helps you expand your reach by targeting individuals who share characteristics with your most valuable customers.
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IV – Cách target đối tượng Facebook hiệu quả
1. Target nhắm mục tiêu chi tiết đến đối tượng
1.1. How to Target Facebook Audiences by Location
Targeting by location allows businesses to set specific areas where their ads will be shown, whether it’s a country, city, province, or even a smaller area. This method enables shop owners to focus their ads in regions where there is a higher demand for their products, thus increasing the likelihood of conversions while effectively managing ad costs.
When businesses focus and target the right geographic area for potential customers, it helps improve the effectiveness of the ad campaign and boosts conversion rates.
To successfully target by location, businesses need to determine how Facebook will distribute the ads. Here are 3 ways to target locations you can consider:
- Enter a city, region, or country: Simply type in the desired location for your target audience.
- Drop a pin on the map: Expand the map and drop a pin at the desired target location.
- Add multiple locations: Add a list of cities or provinces you wish to target.
Additionally, you can exclude locations where you do not want your ads to appear.

1.2. How to Target Facebook Audiences by Age
Targeting by age is one of the most effective ways to reach the right audience on Facebook, as different age groups have varying needs, personalities, and preferences. By targeting the correct age range, businesses can craft tailored strategies to effectively engage with each customer segment.
For example:
- 18-22 years old: This age group is typically made up of students with no stable income. Their engagement with ads is high, but they may not be ready to make purchases due to financial limitations.
- 23-25 years old: Individuals in this age range are starting to become financially independent, though their income may still be low and unstable. Women in this group often show interest in affordable fashion and accessories. Some may be getting married and starting families, showing interest in maternity and baby products.
- 26-30 years old: People in this age group tend to have a stable income and a more mature mindset. They are more likely to be interested in high-quality products, balancing both price and quality. This group is a good target for products related to family, couples, and parents with young children.
- 31-40 years old: Those in this age group likely have established careers and social status. They tend to value product quality and brand reputation more than price.
- 40+ years old: People in this group often have a higher disposable income. While their engagement with ads may be lower, their purchasing power on Facebook is still relatively high.

1.3 How to effectively target Facebook audiences by interests
According to the experience of running Facebook Ads, the best way to narrow down your target audience is to target based on interests – identifying the interests of potential customers. Interest-based targeting allows you to reach specific Facebook Ads audiences by examining their interests, activities, the pages they like, and related topics.
There are thousands of different interests you can choose from to target with Facebook Ads. However, it’s best to select specific interests that are less common among other audiences.
Additionally, you should choose multiple overlapping interests or combine this targeting method with at least one other approach.

1.4 How to target Facebook audiences by demographics
Targeting by demographics on Facebook can be very precise. You can also select specific attributes such as education, finances, life events, relationships, and employment.
Job
In the demographics section, you can narrow down your audience by job category. If your product or service is useful for people in a particular industry or profession, this is an option you shouldn’t overlook.
Income
Facebook allows you to target consumers based on 30 different financial behaviors. This ensures that the people who see your ads are those who have the ability and willingness to purchase.
Education
If your product is suitable for people with a certain level of education, it will be easier for you to reach them with the appropriate language and tone.
68% of all Facebook users have a university degree – this is useful for ad campaigns related to education, recruitment, and more.
Relationship status
This option is very useful for products and services aimed specifically at couples, families, children, and parents. Additionally, products that save time or reduce stress can also target this demographic.
1.5 How to effectively target Facebook audiences based on behaviors
One of the effective ways to target Facebook audiences is by using user behaviors to identify potential customers. You can use the “shopping behavior” targeting option when running Facebook ads. 73% of consumers research products online before purchasing. Therefore, targeting those who are in the consideration stage and looking to purchase products or services is an excellent approach.
For this targeting method, businesses can rely on suggestions under: Detailed Targeting > Browsing > Behavior.
Businesses can target users who have completed certain actions, such as: frequent online shoppers, frequent travelers, frequent readers, etc.
2. Retargeting with Custom Audiences
You can connect with people who have shown interest in your business or product based on your sources, such as customer data, website traffic, mobile app activity, or offline activities (those who have interacted with your brand through phone calls, in-store visits, etc.).
By adding the Facebook Pixel to your website, you can track user behavior on the site and adjust your target audience for Facebook Ads based on the events you want to focus on, such as purchases, sign-ups, adding items to the cart, and more.
2.1. When to use the custom audience targeting option
Custom audience retargeting options can be highly effective for advanced campaigns and gathering customer insights. For instance, for brands:
- That have built a broad email list and have permission to use this data in marketing campaigns.
- That have run previous campaigns and can retarget users to remind them of your content or products while encouraging them to take action.
- Co-hosting an event and wanting to reach people who are interested in other events, where these users may engage more with your content and be ready to sign up for activities.
- Having an advanced marketing channel where you can retarget users with relevant content and generate valuable leads.

2.2. Maximize the use of sources to create custom audiences
Custom Audience from Website
People who have visited your website within a certain timeframe, such as the last 30 days. You can set up ad campaigns targeting users who have not completed a purchase to encourage them to convert.
Custom Audience from In-App Activity
Target users who have taken specific actions within your app, also known as in-app events. For example, users who “added to cart” in an e-commerce app, opened the app, completed checkout, made a purchase, reached a level, or completed a tutorial.
Custom Audience from Customer List
Provide Facebook with a list of customers, allowing you to target specific users. The more identifiers you upload (email addresses, phone numbers, mobile advertiser IDs, Facebook app user IDs, Facebook Page user IDs, full names), the higher the match rate with Facebook.
How to get competitors’ customer lists: You can also collect user information from competitor pages and use that data for targeting. Alternatively, use tools to scrape phone numbers of people who like, comment, or share on their posts.
Custom Audience from Interaction Activity
3. Expand your customer base with similar audiences
This option can be used to target individuals similar to the Facebook Ads target audience you have defined. You can adjust the lookalike audience based on retargeting pixels, custom audiences, people who like your Facebook Page, etc., to reach new individuals with interests similar to your best customers.

Expanding your customer base with Lookalike Audiences
Lookalike Audiences can be effective when you’ve run successful campaigns and identified your ideal customer group. Use Lookalike Audiences when:
- You’ve utilized all your sources to create Custom Audiences and want to expand your reach to target new users on Facebook.
- Your Core Audiences have performed well in a specific city, region, or country, and you want to reach similar individuals in other locations.
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V – Details on How to Effectively Target Facebook Audiences
1. Clearly Define Advertising Objectives
Before targeting Facebook audiences, businesses need to clearly define their advertising objectives, such as increasing brand awareness, driving website traffic, boosting engagement, or increasing sales. By clearly defining advertising goals, businesses can choose the appropriate targeting methods to ensure optimal effectiveness.
2. Utilize Tools to Support Facebook Targeting
Here are five Facebook targeting tools you can consider to target your advertising campaigns:
- Facebook Audience Insights
This tool assists in targeting by providing detailed information about Facebook users. It is advisable to research and study your target audience through their interests and behaviors, similar to keyword searches on Google. Then, compile and verify this information with Audience Insights.

3.Check for Customer List Overlaps
Businesses need to check if the customer lists for their advertising campaigns overlap. If there is overlap, the ad could appear repeatedly on users’ Facebook feeds, even for those with little to no interest. This not only wastes money and time but also frustrates customers who are repeatedly shown ads that don’t meet their needs.
4. Understand Facebook’s Advertising Policies
Every platform has its own policies and regulations, and Facebook frequently updates its advertising rules. Therefore, businesses should continuously stay informed and update their knowledge about Facebook’s advertising policies to avoid having their ads restricted due to policy violations.

5. Test Ads Before Official Launch
Businesses can run an advertising campaign with a low budget initially to evaluate whether the content, images, videos, etc., are reaching the right target audience. After testing, the business can then proceed with the official campaign with a higher budget. Testing ads helps businesses minimize costs in case of failure and provides valuable experience before launching the full-scale campaign.
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VI – 11 Facebook Targeting Options to Boost Performance
- Use Audience Insights for Facebook Audience
- Target Facebook Ads Based on Saved Posts
- Exclude Existing Audience Followers
- Target Based on Major Cities
- Use Pins and Postal Codes for Exact Locations
- Retarget Users Who Have Clicked on Specific Links
- Target by Operating System
- Remind Users About Unfinished Purchases or Registrations
- Avoid Targeting Mobile Devices for Non-Mobile-Friendly Websites
- Target Decision-Makers
- Target Based on Customer LTV (Lifetime Value)
Additionally, to improve Facebook ad performance, buybm365 shares the quickest and most effective advertising methods on Facebook.
Facebook offers virtually endless targeting capabilities. When you explore the most advanced options, you’ll realize that you can truly reach your target audience. Start by using effective Facebook targeting methods, experiment with different ad audience types, combine them, and optimize your ad campaigns.
If your business lacks experience in running Facebook ads and targeting the right audience, it’s highly recommended to hire a Facebook advertising service provider to optimize costs, time, and results.
If you need the most reputable payment method and advertising account provider, you can message the fanpage buybm365.com-Ads to receive advice from HT Media. In addition, you can follow the articles. Latest articles related to our Digital Marketing.