Audience targeting on Facebook is a key factor in achieving successful campaigns and achieving marketing goals. It doesn’t matter how big your budget is or what your different campaign parameters are: if you’re marketing your products or services to the wrong audience, you’ll never get the results you want. Fortunately, to succeed in your ad campaigns, you can rely on the powerful targeting capabilities that Facebook offers advertisers…
For companies that know their identity, this is a real opportunity.
Indeed, when you know your ideal customer, you can target your ads to the people who are most interested, specifically the audience based on their focus of interest.
Interest-based audiences allow you to target your personality through various criteria: age, gender, location, interests, or online behavior.
This article discusses how to discover an audience of interest and learn how to create a persona to reach your target prospects.
What are interest-based audiences?
Interest-based audiences are audiences you create based on criteria such as age, gender, location, interests, or behavior.
Here’s a detailed description of what each of the criteria corresponds to at your disposal to target your persona.
Where is your personality?
It’s about informing the country, region or even city that matches your personality.
You can even specify a specific address to target people nearby.
Also, geo-targeting is so advanced that you can segment it: those who live in the specified location, those who go there regularly, and even those who are passing through.
Age, gender and language of your identity
This is to find out which gender and age group your product or service is targeting.
It is also recommended to choose your target language so that your message will be read by the relevant people.
Your personality interests
It’s about informing your target’s interest centers. For example, think about the topics that interest him, his hobbies, the media that he consults, or the brands that your target values.
The behavior of your personality
This option allows you to target users based on their birthday or the way they interact online, for example: you can target compulsive shoppers.
Why use interest-based audiences?
As you can see, audience by interest allows you to reach your ideal customer, especially thanks to the many criteria you choose.
Therefore, this type of audience can be very powerful and very effective, provided you know your personality well and choose the right targeting criteria.
We recommend using the Audience Insight tool to expand your understanding of your target audience.
This tool gives you access to audience demographics, interests, and behaviors.
Thus, you can learn more about your personality or learn about the personality of your competitors directly by choosing the subscribers of their social networks.
An example of using an interest-based audience
You are a shoe store and want to target people looking for a new pair of sneakers.
You can choose the following criteria:
- A location criterion related to your catchment area, for example: Nantes, if your store is located in this city;
- Age, gender and language criteria: your ideal customer is a man between 20 and 40 years old, who speaks French;
- Interest criteria related to your sector: fashion, shopping;
- Interest criteria related to the purchase action, for example: sports shoes, shoes
Good to know: When you create your campaign, consider excluding users you don’t want to reach.
In intelligence logic, you have to exclude all the people who already know you.
So, here the conversation will have to be excluded: your visitors, customers or even subscribers of your social networks.
This will only allow you to connect with new people.
To do this, you must first create a Custom Audience on the tab:
- Audience of your visitors;
- Another audience of your customers;
- And another audience of your subscribers.
You will then exclude these audiences when creating your campaign.
In this section, we take you step-by-step through building your engagement audience.
To create your interest-based audience, go to the Professional Tools tab, then click Audiences.
Next, click the Create Audience button and select the last Saved Audience option.
A window will appear, where you create your followers with interest.
Good to know : it is also possible to create your audience by interest center when creating a new campaign.
Nevertheless, building your audience by interest by following the indicated path remains interesting because it allows you to save your audience.
You can quickly reuse it in future campaigns if needed.
Choose a name that is open and honest to the information of your audience.
It’s important to enter your audience name correctly to easily find your way around Ads Manager and easily track your audience evolution.
Going back to our previous example, if your ideal customer is a 20-40 year old man living in Nantes who loves fashion and shopping, this might give:
This option is used to create custom audiences, in other words, to retarget audiences.
This option does not apply to interest-based audiences.
Enter the geographic area of your target here. This option is very important for local stores or large companies with several points of sale.
There are several options available to you on this tab:
- People who live here or have recently lived here : reaching current residents of the area or people who have recently left the area but are likely to return;
- People who live here : this option allows you to target people living in the selected area;
- Around : reaching out to people around your business;
- Passing by : targeting people who live more than 200 km from where they are near your business.
For example, we choose the city of Nantes because it is where our ideal customer lives.
Fill in the age range of your ID here.
For example, our ideal customer is between 20 and 40 years old.
This option allows you to target your targets by gender. When your offer is targeted to a specific gender, it’s important to include the gender of your target: in our case, men’s shoes.
This option allows you to enter specific targeting criteria that are directly or indirectly related to your identity.
The Refine Audience sub-option allows you to be even more precise in your targeting.
With this option, you’re telling Facebook that your target must match Criterion A as well as (required) Sharing Criterion B.
For example, our target has an appeal for fashion and shopping.
This option allows you to exclude people from your targeting, other interest centers.
In our case, to refine our targeting, we can exclude all users who are fans of a brand whose shoe look is the opposite of ours.
This option does several things:
- Target people who already know you : therefore we are talking about remarketing, the typology of the audience discussed in the article or special section;
- Target friends of people who already know you : this is interesting targeting in some cases because it allows you to take advantage of the social proof effect. Indeed, the target will be informed that your friend likes your page, so he will be more inclined to read, view or click on your ad;
- Exclude users from your application : as mentioned before, exclusions are configured when creating a campaign.
Now you have all the keys to building an audience based on interests based on your personality.
You need to find a picture of your ideal customer by examining the various data of your audience.
A successful campaign is not just about targeting. We recommend our article on creating effective advertising to best guide you in the success of your campaign.