Elements of a Core Audience in 2019 FB

Facebook advertising has core competencies that are essential to any business’s success.

The default Facebook ad targeting option is Core Audiences. Targeting happens at the ad set level, and audiences can be broken out into separate ad sets when you’d bid differently to reach each audience.

Building a Core Audience on Facebook lets marketers calibrate ad delivery around demographics, locations, interests, behaviors, and connections. 

 

When building Core Audiences, you can opt to include or exclude people from your target audience based on any of these attributes listed below. You can save Core Audiences for future use and can modify Saved Audiences to test and optimize your targeting.

 

Demographic targeting draws from information that people share publicly on Facebook about their education, political views, family/relationship status, life events, career, and more.

Location targeting allows marketers to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are, whether they live in a location, are new arrivals, or just visiting.

Interest targeting focuses on consumer and lifestyle categories such as fitness, fashion, or hobbies.

Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app.

 

These core elements start to build the foundation of what’s looking like a marketing strategy.

To begin, log into Ads Manager. Create a new campaign, or add an ad set to an existing campaign. Remember, audience targeting occurs at the ad set level.

 

Location-based audiences

There are four different ways to define your audience based on location. You can request that your ads be delivered to:

 

  • Everyone in a location
  • Locals: Only people who identify that location as their home
  • New residents: Only people who recently updated their location
  • Visitors: People who have checked into or been tagged in a place that isn’t their primary location

 

A local hardware store might target people who are residents or have recently moved to an area but opt to conserve ad spend by excluding tourists. A restaurant or boutique, however, could advertise to everyone.

 

Regional audiences

Set your audience based on region to identify and select countries based on non-geographic commonalities. Regions that you can advertise to include:

  • Free trade areas: Advertise within a single free trade area — for example, the European Economic Area.
  • App Store regions: Target only countries where the iTunes App Store, Android Paid Store, or Android Free Store is available. Or mix and match.
  • Emerging markets: Identify and advertise in one of more than 20 countries that are experiencing rapid economic growth.
  • Euro Area: Target people in countries that use the euro as their common currency.

 

Demographic audiences

Targeting ad delivery by demographic traits—such as age and gender—is a time-honored marketing strategy.  When targeting ad delivery by age, be aware that Facebook ad policies prohibit advertising certain product categories to people under the age of 18. These include financial services, gambling or lotteries, and health and fitness products — including herbal and dietary supplements. Additionally, age restrictions regarding alcohol can vary by country, state, or province.

 

You should ONLY add language targeting if the language you’re targeting is NOT the primary language spoken in the location you’re targeting.

 

Facebook can provide ad delivery around people’s interests and behaviors.

 

  • Interest targeting lets you advertise to specific audiences by reaching people based on their interests, activities, the pages and posts they like, posts and comments they make, and closely related topics. 
  • Behavior targeting lets you reach people based on device usage and other activities

 

Audience Size

Your audience selection only needs to meet one targeting criteria, not all. When adding multiple targeting characteristics, be aware that each additional one narrows the total pool of people that your ad set can be shown to; the Audience Size indicator can help you find the right balance.


How many people could potentially see this ad set is what this shows. 

 

 

One very important behavior set that Facebook allows marketers to target within the United States is multicultural affinity.

 

Smart marketers recognize the business imperative behind connecting with people who have diverse interests based around cultural beliefs, traditions, music, aesthetics, or languages. Marketing to these groups is becoming more important as multicultural consumers grow in number, influence, and spending power.

 

Facebook’s targeting solution is not based on ethnicity. FB US Hispanic, African American, and Asian American affinity audiences are defined by peoples’ affinity to cultures they’ve demonstrated an interest in through their behaviors on Facebook. This is why you’ll find affinity group audiences under behaviors, rather than demographics.

 

People who demonstrate an interest in a “multicultural affinity” have responded well in the past to content that’s affiliated with certain cultural identifiers. Targeting by multicultural affinity can help advertisers serve highly relevant content.

 

Privacy and Policies

Facebook embraces the diversity on our platform. We believe multicultural advertising should be empowering and inclusive. Discriminatory advertising has no place on Facebook, and our policies strongly prohibit it.

Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, a medical or genetic condition.

 

Specific categories such as housing, employment, and credit cannot be marketed on the basis of multicultural affinity.

 

Affinity Groups on Facebook

US Hispanics, African Americans, and Asian Americans account for more than one-third of the US population.1 As the US continues to grow ever more diverse, marketers will need to understand and engage with the growing multicultural population. 

US Hispanic affinity cluster

The US Hispanic population reached 57.5 million in 2016, comprising 17.8% of the US population.

96.9% of the Hispanic affinity audience accesses Facebook via mobile and 66.8% access Facebook exclusively via mobile

 

Dominant language targeting


When messaging to the US Hispanic affinity audience, marketers can create English-language, Spanish-language, and bilingual ads and ad sets.

 

African American affinity cluster

More than 20 million members of the African American affinity audience spend time on Facebook each month, and 16 million (81%) are daily visitors.5

 

Asian American affinity cluster

Asian American-affiliated audiences on Facebook may identify with cultures ranging from Pakistan to Malaysia.  7.2 million people connected with Asian cultures visit Facebook each month, and 5 million of them are on Facebook every day.7 89.8% of this audience — 6.3 million people — access Facebook via mobile. 43.4% are mobile-only visitors.8

 

We’ve covered targeting delivery of ads based on who people are, and what they care about. Now, let’s look at how people use the Facebook family of apps and services.

 

Target by Device

Device usage is another important targetable behavior. You can create ads to include or exclude people by a desktop browser and operating system under Digital Activities, or by a mobile device under Mobile Device User.

 

Target by Connections

You can include or exclude people from Core Audiences based on whether they engage with your Facebook Page, your apps, or your Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content.

 

When you save a Core Audience, you can reuse it and refer back to it for future ad campaigns. Access all saved audiences, Custom Audiences, and Lookalike Audiences associated with your ad account in the Audiences area of Ads Manager or Power Editor.

 

You’ll be able to see a list of all your audiences, their size, and status at a glance.

 

Click the name of any audience to access the Audience Details area. You can edit or delete the selected audience, create new audiences based on it, or view its history. This is also where you can review when an audience was created, who created it, what edits have been made since its creation, and by which members of your team.

 

Audience Overlap

When you have two or more audiences selected, you can check the overlap between them using the Actions dropdown. Overlap means the percentage of people that are in both audiences. Overlap is not inherently bad but can become problematic if the percentage of overlap and the budgets of the overlapping ad sets are high enough, and the audiences are being used at the same time. This can cause ad sets to end up in the same auction.

We don't allow ad sets from the same Page or app to compete against each other because that could lead to advertisers driving up costs on themselves. So we remove the ad set that has a worse performance history from the auction. However, if we have to remove duplicative ad sets from auctions a lot, that can reduce delivery.

While it's useful to be aware of how much your audiences are overlapping, we recommend using the Delivery Insights metric “auction overlap” to know for sure if an overlap is actually affecting ad performance in a negative way. 

 

If you think overlapping audiences are affecting the performance of your ads, try these strategies:

 

  • Craft different ads targeted to different audiences to segment audiences more specifically. If you’re looking to create awareness for cooking classes, customize different ads for each audience. For example:
    • Females, ages 20–35: Cooking classes are a great date night activity
    • Males, ages 20–35: Learn to make simple, five-ingredient meals
    • Busy families, ages 36–50: Master fast and healthy dishes even picky eaters will love

 

This strategy not only helps create more relevant messages but reduces targeting overlap and under delivery.

  • Consolidate audiences into high percentages of overlap into single large audiences. 
  • Evaluate the timing of ad sets and decide if they can be run at different times.
  • Exclude similar audiences.

 

Audience Exclusion

To exclude an audience, select Exclude from the Audience section of your ad set.

 

Click the name of an audience to access the Audience Details area. You can edit or delete the selected audience, create new audiences based on it, or view its history. This is also where you can review when an audience was created, who created it, what edits have been made since its creation, and by which members of your team.

 

This strategy not only helps create more relevant messages but reduces targeting overlap and under delivery.

  • Consolidate audiences into high percentages of overlap into single large audiences. 
  • Evaluate the timing of ad sets and decide if they can be run at different times.
  • Exclude similar audiences.

 

You can either upload or paste the contents of a properly-formatted .txt or .csv file, or Mailchimp users can import customer information from that platform. You also have the option of uploading a customer lifetime value (known as LFT) file.

 

If you have Facebook pixel integrated into your site, you can use the information it provides to create a Custom Audience.

This audience is built with criteria that you specify, such as:

People who searched for an item on your website in the last 14 days AND made a purchase on your website in the last 180 days.

  • People who have searched for an item on your website OR people who added an item to their cart OR people who added an item to their wishlist.

Note that you cannot mix AND and OR statements, but you can add events to exclude people from the list, such as visitors who are in the top 25% of time spent on your site.

 

If you have Facebook SDK integrated with your app, you can use the information it provides to create a Custom Audience. This audience is built with criteria that you specify, such as:

 

  • People who completed the tutorial AND people who achieved level 2.
  • People who have viewed your video OR people who have completed registration OR people who added an item to their wishlist.

 

Before your campaign begins, visit Offline Events in Business Manager to make sure an offline event set is assigned to and is responding to your ad account. As your campaign runs, upload your offline event information following our best practices, so you can see how those events are attributed to people who saw your ads. 

 

Using this information, you can create a Custom Audience with criteria that you specify, such as:

 

  • People who made a purchase from your store, in-person
  • People who made a purchase from you over the telephone

 

Video: Create a list of people who have spent time watching your videos on Facebook or Instagram. You can set the engagement criteria for the audience; the length of time or the percentage of the total length of a specific video that someone has spent watching.

 

Lead Form: Create a list of people who have opened or completed a form in your lead ads on Facebook or Instagram. You can specify if the audience should be people who have opened the form, haven't completed the form, or have submitted the form.

 

Fullscreen Experience: Create a list of people who have opened your collection ad or Canvas on Facebook. Your audience can be narrowed by choosing between people who have simply opened your canvas and those who have interacted with it and clicked on at least one link.

 

Facebook Page: Create a list of people who have interacted in some way with your Facebook business page, ranging from a simple visit to sending you a message through the page.

 

Instagram business profile: Create a list of people who have interacted in some way with your Instagram business profile, ranging from a simple visit to sending you a message through the profile.

 

Event: Create a list of people who have indicated that they are either interested in or going to an event hosted on your Facebook business page.

 

  • You're responsible for the information that’s uploaded and used to reach your Custom Audience. That’s true even if you’re working with a partner, such as an agency, data manager, or data provider.
  • You must have all necessary rights and permissions and lawful basis, to use and disclose Custom Audience information in compliance with our Custom Audience terms of service.

 

During audience creation, you'll be asked to provide details on how you obtained the audience information you're uploading.

 

If you need to share your audience information with an agency or other third parties for the sole purpose of managing your campaign, you'll need to establish a partnership with your Business Managers and you both will need to affirm compliance with FB and their Custom Audience terms of service.

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