10 Powerful Facebook Ad Targeting Options No One Tells You

Last Updated on August 30, 2022

Facebook is one of the most powerful ways of selling anything online. After Google AdWords, Facebook has become one of the largest online platforms to run Ads on. But, more than 75% of the people are wasting their marketing spend on Facebook. Do you know why? Because they don’t know the right Facebook Ad targeting options.

There are a lot of Facebook targeting options to choose from and if you want to get the highest sales, you need to consider two things very seriously:

  1. Ad copy
  2. Targeting

You must keep a note that targeting would change as soon as you change your Ad copy. There are some things that some people would like in a country. And there can be chances that some people in a different country won’t like it.

So based on how people interact with your Ad on Facebook, you can better understand whether your Facebook Custom Audience is working for you or not.

So, in this blog, we’ll see the psychology behind making the perfect Facebook Custom Audience. Now without further ado, let’s get started.

Introduction to Facebook Ad Targeting  options.

Most people – when I say most, it means more than 805 – don’t even take more than 2 minutes to prepare an audience. And this is their problem. They don’t understand the importance of a good audience. A well curated Facebook Ad Targeting options can help them reduce their marketing costs and even reduce the Cost Per Result.

So, let’s see what exactly is Facebook custom audience all about.

Facebook Custom Audience Set Up

So, in order to make a custom audience on Facebook that actually works, you need to follow the instructions below.

First of all, you need to understand who your target audience is going to be. Here, you’d have to give yourself some time and think about who is going to be that person who’d buy your product.

You can’t just say that everyone in the country is going to show an interest in your product. Hence, here you have to set a barrier on who is and who is not your potential customer.

Now the next step is to go on Facebook Ads Manager and click on the Audiences section on the top left corner in the hamburger menu.

ads manager

Click on the Audiences option and you’ll see a screen where on the left hand side, you can see an option that says: create an audience. Click on Create Audience button and select the Custom Audience option.

You will see a menu that pops up in front that gives you various options to choose from. Here you can choose to make a Custom Audience from the options provided by Facebook.

ad manager custom audience

You can choose to Create Facebook Custom Audience by using…

  1. Website traffic
  2. Customer list
  3. App activity
  4. Offline activity
  5. Videos on your page
  6. Instagram business profile
  7. Lead form
  8. Events
  9. Instant Experience
  10. Facebook Page

So, right now these ten options are being majorly provided by Facebook which you can choose to make a custom audience from.

Now, let’s see what all it means.

1. Website traffic

Suppose you have a website on which you drive some decent traffic every day. Now you wish to show your Ads to such people who have visited your website or those who have visited some specific pages on your website.

Suppose you wish to target all those people who have visited a product page on your website. Those who clicked on Add to cart but didn’t make a purchase.

So, here what you have to do is that you have to install Facebook Pixel on your website and create Custom conversions on all the specific pages that you wish to target. 

Once you select the website traffic option, you would see your Facebook Pixel, and then you can easily target all those people who have visited ANY or some specific pages of your website in the past N number of days.

So, the maximum that you can track is 360 days. Other than that you can wish to target these people based on the time that they have spent on your website.

2. Customer List

Customer list means that you need to have a list of details of some people with their email addresses, phone numbers, names, and other info.

So, you can upload that list on Facebook and it will start finding out people who have a Facebook Account made from those email addresses or phone numbers. Then you can start showing your Ad to them.

3. App Activity

So, this is the next option with which you can target people to show your Ads. This is an App activity. Although, not many marketers like the App activity function to show their Ads to people. But, those who do, they don’t regret it.

So the procedure to do that is pretty simple.

Before you start showing your ads to those people who have shown an interest in your App, you need to register your App on Facebook first.

After that you need to set up an SDK and log your App events on Facebook for developer’s site. That’s it.

After this process, you can see your App in the menu shown below.


ad manager step 1

And then you can choose all the people who have seen your App on Play Store or the App store. That’s it. This is how you make Facebook Custom Audience based on the App activity.

4. Offline Activity

In order to make an audience through the offline activity method, you need to have a lot of patience. If you think that you have a business where very few people come, then this mode of Facebook Ad targeting options isn’t right for you.

But in case you think that you have a lot of people who inquire about your business online via emails, phone calls or other offline methods, then you can choose the offline activity option.

So, all you have to do is to click on the hamburger menu icon and select the option shown in the image below.

fb ad manger

Here you will see an Add Data Source option in blue color. Click on that and select the Offline Event Set option.

Give the offline set a name and a brief description that lets you identify what the event is all about.

Agree to the terms and conditions provided by Facebook. Also, make sure that the Offline Activity option only works when you have Facebook Pixel correctly set up. If you don’t have a Facebook Pixel on your website, then it would be very difficult to do that.

Once you’re done with the setup, you can then start uploading information in the Offline Activity panel by clicking a button. It’s that simple. The dashboard and the layout is that simple.

ad manager create events
Now, the next options that Facebook Custom Audiences give you are based on the posts and engagements on your Page and Ads.

5. Video

When you select the Video option, you can choose to make an audience of all those people who have viewed your Video for at least 3 seconds to up to 95% of the video. It’s a nice way to see who could be actually interested in your products or services or even your content.

video engagement custom audience

Select any of the options and then select the time gap in which you want to target those people. And lastly, give that audience a name. That’s it.

6. Instagram Business Profile

This is one of the most working types of Facebook Ad targeting audiences. You can choose to target people who have shown interest in any of your Instagram pages in the last N number of days.

You can target those who have visited your Instagram page, engaged with any of your posts or ads, who have sent a message to your Instagram business page, or those who have saved any of your posts in the past.

add manager select targeted audience

Just select the Instagram page. Select any of the options based on which you want your Audience and then simply give it a name and your Audience would start populating.

7. Lead form

After this comes to the Lead Form option. Here, you need to enter the Facebook page name and select the lead form which you wish to target. Suppose you have received 700 leads on any lead form. Then you can target all these people by selecting that particular lead form from a Facebook Page.

lead form

You can either choose one or all the lead forms present on that particular page.

8. Events

Events is also a similar kind of Facebook Custom Audience. You can create Custom Audience Facebook by choosing those who have interacted with Events on your page. Suppose you had once created an event on which you received 10000 interested and 90000, not interested clicks.

So, you can choose to show your Ads to all these people. This is a very simple yet powerful targeting method as you have an audience that is already interested in some of your events previously.

9. Instant Experience

If you know that Facebook has been recently pushing a lot of its Instant Experience options. It doesn’t want people to leave its website and redirect to some other page. So, you can also create an Instant Experience to showcase your products or services.

Now, if you have ever created an Instant Experience Ad on your Facebook Page. So, you can choose to show your ads to those people who have once shown an interest in your Instant Experience. This can happen by showing your Ad to those people who have “Engaged” with your Instant Experience.

10. Facebook Page

With this option you can choose to make a Facebook Custom Audience of all those people who like your Facebook Page. It’s also one of the best ways to do Facebook Ad Targeting options as most of the people would be interested in your Page that’s why they had liked it.

The process to make a Facebook Page Custom Audience is also very simple. You don’t really have to do much. Just select the Facebook Page and type in the last number of days in which they have liked your Page. That’s it.

So, these are all the ways in which you can create Custom Audience Facebook based. Now, after this, you need to figure out what kind of audience works best for you and what doesn’t.

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