NOTE: Before we get started, there’s a downloadable PDF version at the end of this post.

If you’re anything like I was when I first started out creating Facebook ads campaigns, you’re probably overwhelmed by the massive array of targeting options available. Truth be told, I still get overwhelmed, which is why I created this Facebook Audience Targeting Guide.

Back in 2015, I was a Facebook Ads consultant. After creating numerous campaigns for clients, I began to get frustrated sorting through all the targeting options available in Ads Manager (and Power Editor back then). So, one Friday afternoon, I grabbed a cold beverage and decided to map them all out. That map became Version 1.

Much has changed since then… although surprisingly Political Affinity still remains. Go figure!

The Version 1 map was readable… if you printed it out on an A3 page and used a magnifying glass. With this latest 2018 version, I’ve decided to create a PDF guide with multiple pages, for two reasons:

  1. There are now so many more targeting options it’s impossible to fit them on the one readable map
  2. 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.

Overview

Facebook Ads Audience Targeting is available (mostly) at the Ad Set level where you can target by:

  • Custom Audiences
  • Location
  • Age
  • Gender
  • Language
  • Detailed Targeting
  • Connection
  • Placement

In the next few section we’ll drill down to all the targeting option 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.

Top Level

Drilling Down

If you look carefully at the targeting map above, you’ll notice I numbered Demographics, Interests and Behaviours. That’s because each of these targeting levels have many sub-targeting options.

So, I’m going to map each of these target categories individually.

1. Demographics

This one’s a biggy. They main sub-categories are:

  • Home
  • Work
  • Realtionships
  • Generation
  • Financial
  • Politics (US)
  • Ethnic Affinity
  • Education
  • Life Events
  • Parents

Each of these then gets broken down. Once again, you can download the high resolution PDF so you can zoom into the detail.

2. Interests

Next we have Interests. Naturally there are even more targeting options here. The main sub-categories for Facebook Ads Interests are:

  • Family & Relationships
  • Technology
  • Food & Drink
  • Business & Industry
  • Hobbies & Activities
  • Shopping & Fashion
  • Fitness & Wellness

Facebook Interests

3. Behaviours

Finally, we have Behavious. The main sub-categories are:

  • Financial
  • Consumer Classification
  • Digital Activities
  • Mobile Device Usage
  • Aniversary
  • Multicultural Affinity
  • Seasonal & Events
  • Expats
  • Travel
  • Soccer (assuming this is a seasonal option)
  • Purchase behaviour
  • More Categories

Tip: Combine 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.