#92: Facebook Ad Targeting 101

Let’s kick off the New Year with an absolute game changer for your business: Facebook ad targeting.

Some of you by now have become really good at this. But if you’re still struggling to nail your Facebook ad strategy, or if you’re just getting started in this world, this episode is most definitely for you.


I work with a lot of business students who are just getting started with Facebook ads or have been dabbling in ads for a while without seeing much success. The number one mistake I see them making is targeting the wrong people. This usually happens for two reasons.

  1. Some of my students truly don’t understand who their avatar is.
  2. Others…the majority, in fact…know who their avatar is, but they just haven’t dug deep enough to understand them in a way that Facebook ad targeting could make a huge difference for them in their business. Specifically, they haven’t done the research or documented their successes and losses, so they aren’t really sure what’s working.

Here’s what I always remind them: when you get really good at Facebook ad targeting, there is no doubt you are going to see some major shifts in the impact you have with your audience and a major increase in your revenue streams.

That’s why I’ve created a roadmap that will let you know exactly where to focus, along with what needs to be on your radar from the get-go. It’s really simple–just the way I like it–and it’s set up so that you can keep adding to it as you learn exactly who your audience is and how to get in front of them. Basically, it’s the key to unlocking the most valuable resource in your business.

I’ve put a lot into this episode for you, so make sure to listen to the whole podcast to get everything you need to start the new year off successfully!

I’ve also created a great freebie to help you with this plan–the Facebook Ad Targeting Starter Guide. It’s a list of ten questions that you MUST be able to answer about your audience in order to fully optimize your Facebook ad targeting. Grab the special guide by clicking below!

Like I said, you’ve really got to listen to the whole episode to get all this great information I’ve put together for you. But to outline it for you, Facebook ad targeting breaks down into four specific opportunities:

Targeting Opportunity #1: Target Your Own Audiences

Say you already have an email list of at least 1,000 people. You can upload that email list to Facebook, Facebook will match your email list with their database and voila! You’ve got a targeting opportunity with your best, fastest-converting leads.

Targeting Opportunity #2: Targeting Your Own Facebook Fans

This list is not as warm as your own email list, but it is still a group of engaged people who are going to pay attention to you. Here’s the huge plus: you will almost always pay less with your Facebook ads when you target your own fan base versus a cold audience. If you ever needed a good reason to focus on building your Facebook fan base, I think this is the #1 best reason to do so.

Targeting Opportunity #3: Target Other Facebook Pages

This is where I want you to put the most time and energy when it comes to research and experimentation. Targeting other Facebook pages is the strategy that allows you the most opportunities.

I’ve also got a “super tip” to help you find out which pages you should be targeting. Click here to listen to the podcast now!

Targeting Opportunity #4: Creating Lookalike Audiences

A lookalike audience is basically you taking a custom audience that you have and then asking Facebook to find an audience that is really similar to your own audience you have already created

If you want to get a little bit more strategic with that (and I know you do!) you can try a technique called layering. I learned this from my friend James Wedmore, and I’ve been trying it out in my business lately, too. Click here to learn all about how you can do it!

Be Patient with Yourself

Finally, I have to remind you to be patient with yourself. This isn’t all going to fall into place tomorrow. My goal is to give you a roadmap and a bunch of examples, so you see where you want to go with your Facebook ad targeting and have the skills to get there day by day.

In addition to laying out the steps in each targeting opportunity, this podcast episode walks you through using two super-easy research tools that should become second nature to you when you start to dive into Facebook advertising. Click here to listen to the whole thing now.

And make sure to download this week’s freebie so you can get super-prepared for making the most of your Facebook targeting.

Links mentioned in this episode:

99Designs promo
Rick Mulready – Facebook Pixels
James Wedmore

Podcast Details:

Click here to download the transcript of this week’s episode.
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