If you’re anything like I was when I first started out creating Facebook and Instagram ad campaigns, you’re probably overwhelmed by the massive array of Facebook ad targeting options available.
Truth be told, I still get overwhelmed, which is why I created this Meta Audience Targeting Guide. It includes a list of almost all the interests, demographicsbehaviour targeting options available when advertising on Facebook and Instagram.
Download the full PDF guide here
Way back in 2016, when I first started running Facebook lead Ad campaigns for clients, I began to get frustrated sorting through all the targeting options available in FAcebook Ads Manager (and Power Editor back then). So, one Friday afternoon, I grabbed a cold beverage and decided to map them all out.
Much has changed since then… targeting options come and go, so you may see some changes to the options available in this PDF.
The Version 1 map was readable… if you printed it out on an A3 page and used a magnifying glass. With this latest version, I created a PDF guide with multiple pages, for two reasons:
There are now so many more targeting options and it’s impossible to fit them on the one readable map. Now you can print out these pages (remember that old format?) and stick them on your wall for easy reference… at least that’s what I did for a while.
I hope the maps in this guide help you (and perhaps your clients) more easily discover target audiences for Facebook ads campaign.
The maps in this guide are pretty big, so I’ve added a PDF download option at the end of the post.
Facebook Ad Targeting Options Overview
Facebook Ads Audience Targeting is available (mostly) at the Ad Set level where you can explore various Facebook ad targeting options, including:
Location
Age
Gender
Language
Detailed Targeting
Connection
Placement
In the next few sections, we’ll drill down to all the targeting options you can access within these sections. Any targeting options with strike throughs may not be available in your region.
Top Level Targeting Options
Targeting options are all available at the Ad Set level. Here are the top level options. The targeting options that have striked out appear to be seasonal, so over time, targeting options will come and go here.
One of the detailed targeting options includes the ability to engage with political content.
Drilling Down into the Audience Targeting Options
1. Demographic Targeting List
This one’s a biggy. The main sub-categories are:
Home
Work
Relationships
Generation
Financial
Politics (US)
Ethnic Affinity
Education
Life Events
newly engaged people friends
relationship newly engaged
Parents
early school age children
grade school kids moms
high school kids moms
Household Composition
hip young adults
home working women young
Each of these then gets broken down. Once again, you can download the high resolution PDF so you can zoom into the detail.
2. Facebook Ads Interests List
Next we have a list of interests. Naturally, there are even more targeting options here. The main sub-categories for Facebook Ads Interests targeting are:
Family & Relationships
Technology
Food & Drink
Business & Industry
Hobbies & Activities
arts photography sculpture singing
first person shooter games
massively multiplayer online games
Shopping & Fashion
Fitness & Wellness
food diet foods
3. Behaviours Targeting
Finally, we have the Behaviours available for targeting with Facebook Ads. The main sub-categories are:
Financial
Consumer Classification
accessories auto service buyer
services women’s apparel sports
Digital Activities
free software
internet explorer facebook access
windows vista facebook access
Mobile Device Usage
Aniversary
Multicultural Affinity
Seasonal & Events
Expats
Travel
Soccer (assuming this is a seasonal option)
Purchase behaviour
More Categories
tv viewers light
tv viewers moderate
Top Tip: Combine Audience Targets
While there’s an overwhelming variety of targeting, the power comes when you combine Detailed Targeting options at the Ad Set level.
Mix and match your targeting along with Demographics, age, gender and placement to really niche down.
I hope the maps in this guide helps you (and perhaps your clients) more easily discover target audiences for Facebook ads campaign.
Oh, and if you’re using Facebook Lead Ads, and want to more easily access lead data grab a 14 day free trial of LeadSync.me
Download the full PDF guide here.
Frequently Asked Questions
What is Facebook ads targeting, and why is it important?
Facebook ads targeting refers to the strategies and tools used to define your ideal audience on Facebook. By narrowing down who sees your ads, you can increase engagement and conversions by reaching users most likely interested in your product or service.
How do I select the best audience for my Facebook ads?
Selecting the best audience involves using Facebook’s targeting tools, such as demographic targeting, interest targeting, and custom audiences. Testing different audience types and adjusting based on ad performance can help improve results.
What types of audience targeting options are available on Facebook?
Facebook offers a range of targeting options, including core audiences (based on demographics, interests, and behaviors), custom audiences (based on your data like customer lists), and lookalike audiences, which help reach users similar to your best customers.
How does Facebook’s Lookalike Audience targeting work?
Lookalike Audiences allow advertisers to target people who share similar characteristics with their existing customers. You can upload a customer list, and Facebook will analyze it to find similar users, helping to expand your reach to new potential customers.
Can I target Facebook ads to users in specific locations?
Yes, Facebook ads targeting includes options for location targeting, allowing you to focus on users in particular countries, cities, or even specific postcodes, making it ideal for local businesses or region-specific campaigns.
What is retargeting on Facebook, and how does it improve ad targeting?
Retargeting on Facebook involves targeting users who have previously interacted with your business (e.g., visited your website or engaged with your page). This helps remind potential customers of your product or service, often improving conversion rates.
How can I use interest targeting effectively on Facebook ads?
Interest targeting allows you to reach users based on their hobbies, likes, and lifestyle. Combining interest targeting with other factors, like age and location, can help refine your audience and boost engagement.
How accurate is Facebook’s ad targeting?
Facebook’s ad targeting is highly accurate due to the extensive data it gathers from user profiles, behaviors, and interactions. However, regular performance analysis and audience refinement are essential to maintain accuracy and improve ad results.
What is a Custom Audience, and how do I create one in Facebook Ads Manager?
A Custom Audience lets you reach people who already know your business. You can create one by uploading customer data, targeting website visitors, or using engagement on Facebook. This helps you reach people already familiar with your brand.
How can I test different targeting options in Facebook ads?
A/B testing or split testing is a great way to try different targeting options. Facebook allows you to run tests within Ads Manager, comparing audience performance to see which setup brings the best results.
Can I target Facebook ads to specific devices or operating systems?
Yes, Facebook allows device targeting, which can be particularly useful for app downloads or mobile-centric campaigns. You can target by device type, OS, and even connection type for highly tailored reach.
