How to Set Up a Facebook Audience the Easy Way

Photo of a large crowd outdoors, Chuttersnap via Unsplash

Ever boosted a Facebook post? If so, you already know the basics of setting up a Facebook audience.

However, if you’re a newbie when it comes to creating audiences, this article is for you.

Types of Facebook audiences

Image Source: Facebook

Before we get into creating your Facebook audience, let’s briefly discuss Facebook advertising.

Understand How Facebook Ads Work

Admittedly, Facebook has experienced some challenges recently.

But according to AdEspresso, Facebook is still the most effective advertising platform on social media, preferred by over 95 percent of social marketers.

Why?

For one thing, Facebook advertising is much cheaper than pay-per-click. Facebook ads are also easier to manage.

G2 Crowd sponsored ad on Facebook, offer for Starbucks gift card

Image Source: G2 Crowd

Types of Facebook Ads

Before you create an audience, check out AdEspresso’s big list of Facebook ads:

  • Link Click – Promotes your website and send leads to a blog or landing page.
  • Video – Similar to a link click ad, only with a video instead of an image.
  • Boosted Post – Amplifies the reach of your most engaging posts (see below).
Example of a Facebook boosted post and metrics by Undullify

Image Source: Undullify

  • Carousel – Allows for multiple images or videos, links, and CTAs within one ad.
  • Dynamic Product – Automatically retargets product descriptions to your ideal audience.
  • Facebook Lead – Lets leads sign up or download your information right from Facebook.
  • Canvas – Similar to a dynamic product ad, but for mobile only (with faster load time).

Video Source: Mr. Porter Sport (Vimeo)

  • Collection – Prompts more visual discovery and product browsing within one ad.
  • Page Like – Helps increase immediate likes of your Page.
  • Page Post Photo – Offers the most visual space for showcasing gorgeous photos.
  • Page Post Video – Same as above, but with a video.
  • Mobile App – Lets mobile users immediately go to the App Store to download your app.
Example of a Facebook mobile app download ad

Image Source: Hotels.com

  • Desktop App – Drives traffic to your Facebook app (for desktop users).
  • Instagram Mobile App – Allows you to advertise your mobile app right on Instagram.
  • Event – Boosts your event with an ad directed to your local audience.
  • Offer Claim – Attracts users via a coupon or discount, redeemable at your location.
  • Local Awareness – Reaches those who are currently in the area near you.
Facebook Ads screen view on MacBook computer, Will Francis photo via Unsplash

Image Source: Will Francis

Feeling overwhelmed by your choices? Don’t worry.

This blog post will focus on the easiest task: creating an audience for a boosted post.

Start with a Saved Facebook Audience

Basically, Facebook has three audience types (more on that later).

Of those audiences, a Saved Audience is the easiest to set up and use right away on Facebook.

What’s a Saved Audience?

Noah Buscher via Unsplash, photo of young woman reaching for outstretched hand while lying on stone surface near a lake

Image Source: Noah Buscher

Whenever you boost a post, Facebook asks you to define your audience by age, gender, location, interests, income, and so on.

That’s a Saved Audience. And here’s how to create one.

Steps to Follow

First, click the Ad Center tab (via Facebook Ads Manager or Business Manager):

Facebook ad center, Facebook audiences tab

Image Source: Facebook, desktop view

Then, click on Audiences in the left sidebar. You should see the following screen:

Create Facebook audiences page

Image Source: Facebook

Click the Create Audience button (shown above). Now you’re ready to enter more details about your audience.

In the next screen, you’ll create a name for your audience (e.g., Baby Boomers) and fill in other details like age and gender.

Facebook audiences, saved audience name and age

Image Source: Facebook

As you scroll down, click the locations field to see this map:

FB audience pop-up window with map for pinpointing specific audience location

Image Source: Facebook

Next, narrow your location by clicking the map (or, simply type a location just above the map).

You can also add multiple locations, as desired.

At this point, you’re ready to choose audience interests, behaviors, or demographics:

Create FB audience, demographics and interests, saved audiences

Image Source: Facebook

You can also see additional categories, based on the interests you list.

For example, we targeted empty nesters and those interested in travel and preventative healthcare.

Based on that information, Facebook suggested health/wellness, tourism, retirement age, vacations, and other categories.

As a rule, try to narrow your audience without going too far. You’ll need a decent sample size to widen your Facebook reach.

Consider Other Facebook Audiences

As we mentioned earlier, Saved Audiences are the easiest audiences to create on Facebook—but here are two more you should know about.

Custom Audiences

Unsplash photo by Stefan Stefancik, man in blue coat against royal blue background, looking at laptop

Image Source: Stefan Stefancik

With a Saved Audience, you already have a lot of helpful information at hand.

However, what if you could target your website visitors, lifetime-value customers, and others who are already part of your target audience?

Basically, a Custom Audience gives you another way to reach those already interested in your services and products.

How to create a custom audience graphic, courtesy of Social Media Examiner

Image Source: Social Media Examiner

Marketing guru Neil Patel outlines how to create a custom audience on Facebook.

Lookalike Audiences

Parker Whitson photo via Unsplash, twin black men in sports t-shirts and black leather jackets

Image Source: Parker Whitson

With a Lookalike Audience, you can reach those who resemble your current customer base. Which means more conversions.

Basically, a Lookalike Audience helps you target only those who will show the greatest interest in your offer.

Once you’ve learned how to set up a custom audience on Facebook, you’re ready to create a lookalike audience.

Takeaways

Businesses have to be more creative than ever online.

That means sharing content with an audience that wants to see it. But first, you have to create that audience.

Firestone ad on Facebook

Image Source: Firestone

If you’re new to Facebook advertising, start with a Saved Audience, as shown.

Then, you’ll be ready to boost your most popular posts and create effective ad campaigns.

Ready to get started? Your perfect audience awaits!

 

 

 

 

 

 

 

 

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