Audience Segmentation

Facebook continues to be the most profitable social advertising platform, with an average 152% ROI…but only when ad campaigns are deployed effectively.

So, what’s the secret to launching a successful Facebook marketing campaign? Landing in front of the right audience. It’s that simple. You will be wasting your precious ad dollars if you are advertising to people who aren’t interested in your product or services.

Luckily, Facebook offers a wide range of audience segmenting options to get you in front of the people who are most likely to convert. Here’s how to harness the full potential of Facebook ad targeting to narrow down your niche and maximize your ROI.

Accessing Facebook Audience Insights

First, it’s useful to know how to find and use Facebook Audience Insights, a free tool on Facebook to help you search, create, and segment your audiences.

To access Facebook Audience Insights, click on the main menu in the top left of Facebook Ads Manager. Go to the “Plan” column and select “Audience Insights.” Or, you can go to to access directly.

You can then choose which base audience you want to analyze, either “Everyone on Facebook” or “People Connected to Your Page” and filter down further from there.

Facebook Segmentation Options

To get the most out of your investment, you want your target audiences to include the largest number of people with the greatest potential to convert. But bigger isn’t necessarily better. You want to be concise with your approach. Remember, there are around 1.85 billion active Facebook users, so narrowing your audience certainly isn’t going to hurt you.

Facebook has three primary audience types- saved, custom, and lookalike- each with its own set of options to help narrow your focus.

Facebook Saved Audiences

Saved Audiences allow you to explore groups based on attitudes and behaviors of the people most likely to be interested in your company and products. You can target groups based on one or more of the following:

Demographics: age, gender, education, job title, etc.

Interests: hobbies & pastimes

Behavior: purchase history and device usage 

Connections: people connected to your Facebook Page

You can refine your Saved Audiences further with the AND/OR option. By selecting “AND,” you specify that your viewer has to fall into multiple categories to qualify as an ad recipient.

Facebook Custom Audiences

Custom audience allows you to target customers who have already engaged or expressed interest in your brand based on your existing customer files of email lists, newsletter subscribers, etc.

You can also customize an audience based on app activity or website traffic. You’ll need to install Facebook Pixel first, and then you can select any combination of attributes, from specific page visits to time spent on site.

Facebook Lookalike Audiences

Lookalike Audiences target people with similar characteristics to your existing customers, which means there is a heightened chance they will convert.

To create a Lookalike Audience, use or set up a Custom Audience made up of your desired target traits, then select a Lookalike Audience under the “Audience Creation Menu”, specifying the country and percentage of Facebook users you want to target.

Deliver Content that Converts

As powerful as Facebook advertising is, your success will only be as good as your content. To maximize your precious ad spend, you need to first grab your viewer’s attention, find a way to connect in a meaningful way, and then prove that your product will improve their lives…all in a matter of seconds.

Videos are your best ad vehicle, especially since videos get 478% more shares on Facebook than videos than other formats do. Facebook recommends capping your video ads at 15 seconds, based on the fact that 47% of a video’s value is delivered in the first 3 seconds.


Whether you’re a start-up or an established enterprise, advertising on Facebook will help you find the best audience for your marketing campaign. Using audience segmentation will not only make your campaigns more profitable but will also improve the customers’ overall experience by providing the content and offers they most want to see.

And we all know, Google (i.e. SEO ranking) loves a happy customer…


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