My name is Francisco. I have been advertising on Facebook since 2012. Throughout the years, Facebook has become more expensive. The days of launching a campaign and getting 5¢ per click are long gone.Okay, so maybe you can still get that but only because due to COVID-19, competitors dropped off the map! Today an advertiser hoping to make an impact through Facebook advertising needs to define their exact target audiences. Writing ads is the easy part. Getting the targeting is harder, especially since most business owners don’t know exactly who their target audiences are! Below, we give you 50 examples of Facebook Target Audiences. Obviously you can change a lot things in the examples to suite your particular business. You can change ages, locations and genders within the Facebook Ads Manager.
The list below will contain the breadcrumb so you can easily find the respective target audience on your Facebook Ads Manager. The ‘Location’ column is up to you. If you can sell nationwide, select your country. If you have a storefront, like a bar or restaurant, you need to limit the radius or ZIP codes so your ads only show within those areas. If you don’t see your target audience in this list, leave a comment at the bottom of this blog post and I’ll see if I can add it to the list. The table is best viewed on desktops or laptops.
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|||Facebook Target Audience||Breadcrumb||Description||Gender||Location||Ages|
|Upcoming Birthday||Demographics > Life Events > Birthday > Upcoming birthday||People who are going to have their birthday within one week||Men & Women||10-Mile Radius||40-65+|
|Turning 50 with Birthday in Specific Month||Demographics > Life Events > Birthday > Birthday Month > Birthday in March||People who have a birthday in March||Men||USA||49-49|
|Recently Engaged Women within last 3 months||Demographics > Life Events > Newly engaged (3 months)||People who have been engaged for less than 3 months||Women||USA||23-65+|
|Engaged Women||Demographics > Relationship > Relationship Status > Engaged||People who listed their relationship status as Engaged in their Facebook profile.||Women||20-Mile Radius||25-65+|
|5)||College Grad||Demographics > Education > Education Level > College grad||People who indicated their highest education level as College grad||Men & Women||USA||40-65+|
|6)||Alumni from Specific School||Demographics > Education > Schools > UCLA||People who listed their school as UCLA in their Facebook profile.||Men & Women||USA||35-55|
|7)||Rich Men in their 50s||Demographics > Financial > Income > Household income: top 5% of ZIP codes (US)||People who live in the top 5% of US ZIP codes by average household income based on publicly available information||Men||Los Angeles||50-59|
|8)||Upper Middle Class||Demographics > Financial > Income > Household income: top 25%-50% of ZIP codes (US) ANDDemographics > Financial > Income > Household income: top 10%-25% of ZIP codes (US)||People who live in the top 10%-50% of US ZIP codes by average household income based on publicly available information.||Men & Women||San Diego, CA||35-45|
|9)||Anniversary within 30-Days||Demographics > Life Events > Anniversary > Anniversary within 30 days||People with a relationship anniversary (marriage, domestic partnership, etc.) occurring within the next 30 days||Women||30-mile radius||65+|
|10)||Anniversary 30-60 days out||Demographics > Life Events > Anniversary > Anniversary within 31-60 Days||People with a relationship anniversary (marriage, domestic partnership, etc.) occurring within the next 31- 60 days||Women||USA||50-65+|
|11)||Close friends of men with upcoming birthday||Demographics > Life Events > Friends of > Close Friends of Men with a Birthday in 0-7 days||Close Friends of Men with a Birthday in 0-7 days||Men||USA||30-45|
|12)||Friends of People Who Recently Moved in the past 30 days||Demographics > Life Events > Friends of > Friends of Recently Moved||Friends of people who have bought a house or moved in the past 30 days||Men & Women||California||30-45|
|13)||Friends of newly engaged people||Life Events > Friends of > Friends of newly engaged people||Friends of people who have gotten engaged in the past 30 days||Men||15 Miles radius||23-30|
|14)||Friends of newlyweds||Demographics > Life Events > Friends of > Friends of newlyweds||Friends of people who have gotten married in the past 30 days||Women||USA||25-40|
|15)||Long-distance relationship||Demographics > Life Events > Long-distance relationship||Friends of people who have gotten engaged in the past 30 days||Men & Women||USA||25-40|
|16)||New Job||Demographics > Life Events > New job||People who have updated their profile with a new job position in the last 6 months||Men & Women||USA||25-45|
|17)||New relationship||Demographics > Life Events > New relationship||People who have updated their profile with a new relationship in the last 6 months||Men & Women||USA||21-40|
|18)||Newly engaged||Demographics > Life Events > Newly engaged||People who are newly engaged||Women||30-Mile radius||20-30|
|19)||Newlywed||Demographics > Life Events > Newlywed||Newly married people (1 year, 3 months or 6 months)||Women||30-Mile radius||25-35|
|20)||Recently moved||Demographics > Life Events > Recently moved||People who have updated their profile with a new current city in the last 6 months||Men & Women||10 Mile radius||30-50|
|21)||New Parents (0-12 months)||Demographics > Parents > All Parents > New Parents (0-12 months)..||People who are likely to be parents with children 0-12 months||Men & Women||10 Mile radius||25-35|
|22)||Parents with adult children (18-26 years)||Demographics > Parents > All Parents > Parents with adult children (18-26 years)||People who are likely to be parents with adult children||Men & Women||15 Mile radius||55-65|
|23)||Parents with early school-age children (06-08 years)||Demographics > Parents > All Parents > Parents with early school-age children (06-08 years)||People who are likely to be parents with early school-age children||Men & Women||30 Mile radius||25-40|
|24)||Parents with preschoolers (03-05 years)||Demographics > Parents > All Parents > Parents with preschoolers (03-05 years)||People who are likely to be parents with preschoolers||Women||15 Mile radius||20-35|
|26)||Parents with preteens (09-12 years)||Demographics > Parents > All Parents > Parents with preteens (09-12 years)||People who are likely to be parents with preteens||Women||USA||30-45|
|27)||Parents with teenagers (13-17 years)||Demographics > Parents > All Parents > Parents with teenagers (13-17 years)||People who are likely to be parents with teenagers||Men & Women||California||37-50|
|28)||Parents with toddlers (01-02 years)||Demographics > Parents > All Parents > Parents with toddlers (01-02 years)||People who are likely to be parents with toddlers||Women||20 Mile radius||25-35|
|29)||Civil Union||Demographics > Relationship > Relationship Status > Civil Union||People who listed their relationship status as Civil Union in their Facebook profile||Men & Women||Los Angeles||30-45|
|30)||Complicated||Demographics > Relationship > Relationship Status > Complicated||People who listed their relationship status as Complicated in their Facebook profile.||Women||Los Angeles||18-25|
|31)||Divorced||Demographics > Relationship > Relationship Status > Divorced||People who listed their relationship status as Divorced in their Facebook profile.||Men & Women||New York||35-45|
|32)||Domestic partnership||Demographics > Relationship > Relationship Status > Domestic Partnership||People who listed their relationship status as Domestic Partnership in their Facebook profile.||Women||Florida||25-40|
|33)||Engaged||Demographics > Relationship > Relationship Status > Engaged||People who listed their relationship status as Engaged in their Facebook profile||Men||Houston, Texas||22-35|
|34)||In a relationship||Demographics > Relationship > Relationship Status > In a relationship||People who listed their relationship status as In a relationship in their Facebook profile.||Men||5 Miles radius||18-25|
|35)||Married||Demographics > Relationship > Relationship Status > Married||People who listed their relationship status as Married in their Facebook profile.||Women||10 Miles radius||25-35|
|36)||Open relationship||Demographics > Relationship > Relationship Status > Open Relationship||People who listed their relationship status as Open Relationship in their Facebook profile.||Men & Women||15 miles radius||20-40|
|37)||Separated||Demographics > Relationship > Relationship Status > Separated||People who listed their relationship status as Separated in their Facebook profile.||Women||Buffalo, New York||35-40|
|38)||Single||Demographics > Relationship > Relationship Status > Single||People who listed their relationship status as Single in their Facebook profile.||Men||20 Miles radius||20-35|
|39)||Unspecified||Demographics > Relationship > Relationship Status > Unspecified||People who listed their relationship status as Unspecified in their Facebook profile.||Men & Women||3 Miles radius||30-35|
|40)||Widowed||Demographics > Relationship > Relationship Status > Widowed||People who listed their relationship status as Widowed in their Facebook profile||Women||20 Miles radius||40-55|
|41)||Architecture and Engineering||Demographics > Work > Industries > Architecture and Engineering||People with roles in architecture and engineering. eg software engineer||Men & Women||Tampa, Florida||35-40|
|42)||Arts, Entertainment, Sports & Media||Demographics > Work > Industries > Arts, Entertainment, Sports and Media||People with roles in arts, entertainment, sports and media. eg photographer, artist, actor, actress, singer, etc.||Men & Women||California||35-45|
|43)||Business and Finance||Demographics > Work > Industries > Business and Finance||People with roles in business and finance. eg accountant, auditor, financial advisor, dealer, agent, etc.||Women||Washington DC||35-45|
|44)||Cleaning and Maintenance Services||Demographics > Work > Industries > Cleaning and Maintenance Services||People with roles in cleaning and maintenance. eg janitor, housekeeper, gardener, handyman, etc.||Men & Women||Chula Vista California||40-50|
|45)||Community and Social Services||Demographics > Work > Industries > Community and Social Services||People with roles in community and social services. eg minister, social worker, counselor, politician, etc.||Men & Women||Texas||35-45|
|46)||Construction and Extraction||Demographics > Work > Industries > Construction and Extraction||People with roles in construction and extraction. eg service technician, electrician, brick layer, mechanic, etc.||Men||Nebraska||45-55|
|47)||Education and Libraries||Demographics > Work > Industries > Education and Libraries||People with roles in education or libraries. eg educator, teacher, professor, lecturer, librarian, principal, etc.||Men & Women||USA||30-50|
|48)||Food and Restaurants||Demographics > Work > Industries > Food and Restaurants||People with roles in food and restaurants. eg cashier, server, waiter, waitress, chef, barista, line cook, etc.||Men & Women||5 Miles radius||18-30|
|49)||Government Employees (Global)||Demographics > Work > Industries > Government Employees (Global)||People with roles in the government||Men & Women||Global||35-50|
|50)||Healthcare and Medical Services||Demographics > Work > Industries > Healthcare and Medical Services||People with roles in healthcare and medical services. eg physician, dentist, cardiologist, etc.||Men & Women||California||30-40|
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Examples of Facebook Target Audiences
Let me repeat that the table above can be customized to suite your particular situation. Truth is; no 2 businesses are going to be the same. What works for you is not going to work for another person. I have already noted that Facebook Ads are no longer as affordable as they used to be. So, unless you are a big corporation with an unlimited budget, you are not going to have money to throw around. The way to overcome the challenge and to get most out of Facebook Ads, is to really narrow down on your target audience. You want to have your ads delivered only to the right kind of people and to nobody else. This ensures that you get a high CTR and a high conversion rate. Anyway, below we take a look at some of the potential Facebook Target Audiences that are outlined in the above table. We look at how you can use them to create kick-ass Facebook Ads for your business.
Life Events: Birthdays
Birthdays are big business anywhere in the world. Businesses can take advantage of this fact to boost sales by creating and targeting the right audience with their Facebook Ads. You will find birthdays in Demographics->Life Events->Birthday. Here you have the option to target birthdays by month or to simply target people who are going to have their birthday in one week (Upcoming birthday).
Which type of business would use this targeting option?
There are plenty of businesses out there that can make use of Birthday targeting option when creating Facebook Ads. The following are but a few of them;
- Restaurants targeting people (men and women) with upcoming birthdays who are looking to spoil themselves with a day out. You could, as an example, run a promotion offering 50% off to people over 50 whose birthdays are within a week. Feel free to be as flexible as you want. You are the one who knows your target audience. The thing to do is to make sure that you are clear on what you wish to achieve right at the onset. Otherwise you will waste time and money creating Facebook Ads that do not resonate with your target audience.
- Online stores running promos for people with upcoming birthdays. There are many businesses out there that offer coupons to people on their birthdays.
Location for Birthday Target Audiences
One of the things that make Facebook Ads particularly useful is that they allow you to really zoom in on the Geographic location for your target audience. Business out there are going to be different in their targeting. There are some businesses that can target the entire world. Think online retailers such as Amazon and eBay as an example. These businesses have sellers and customers across the globe, so their target audiences are global.
Other business are limited to a particular country. If, as an example, you are creating an ad for Verizon, you would be limited to the United States, because that’s the only country in which this business operates.
There are also businesses that are really localized. An example would be a restaurant or a bar or a café. Do you think anyone out there is going to drive across the country just to visit a particular restaurant? Probably not, unless that restaurant is really legendary. Targeting for this type of business can be limited to 3, 4 or 5 miles around the physical location of the business. Again, let me repeat that this article is not prescriptive. You know your business better than I do and you know where your target audience comes from. What you need to do is to make sure that you are reaching out to the locations where your target audience can be found. These are the areas that you should target with your Facebook Ads.
Target Audiences Based on Relationships
Along with birthdays, relationships tend to be another goldmine as far as businesses around the world are concerned. One thing to note is that most people share their relationship statuses on Facebook. Facebook then allows businesses to use this data to narrow down on their target audiences. Relationships can be found under Detailed Targeting->Relationship->Relationship Status. Here, there are a number of options, including the following;
- Civil Union
- Domestic Partnership
- In a relationship
- Open Relationship
Which Businesses can use this option?
Many types of business can create Facebook Audiences that target people based on their relationship status. The following are a few examples;
|Relationship Status||Example of businesses that can use this|
|Civil Union||Lawyers that deal in civil unions|
|Engaged||Events planners, wedding venues|
|In a relationship||Restaurants, cafes|
Choose as narrow and audience as is possible
As you can see in the above table, Facebook Ads offer a seemingly endless array of targeting options. In fact, it can be tempting to try to reach EVERYONE. However, that is hardly the best option. What you need to do is to make sure that you have created as narrow an audience as you can. You don’t want to have your ads wasted on the wrong people.
Create specialized audiences
It pays to create what one may term specialized audiences for Facebook Ads. Let’s assume that you are an Attorney operating somewhere in the United States and you wish to advertise on Facebook. You could flight ads telling people that you are a lawyer and you are offering legal services, but that is hardly going to bring the results that you are looking for. Why? Well, because being a lawyer is too general and creating general Facebook Ads will get you nowhere. Below is an example of the steps that you would take to arrive at a specialized audience;
- You should narrow it down to a specific aspect of your practice. Let’s assume, as an example, that you offer deceased estate services. You could then create Facebook Ads targeting people who are looking for this specific service. It doesn’t matter that you may actually offer other services, such as immigration services at your firm. When creating Facebook Ads, you need to narrow it down to a particular line of business. So, if you are a Deceased Estate lawyer, you are going to be targeting people who have listed their statuses on Facebook as Widowed. That way, you can be sure that your ads are going to reach the right kind of audience.
- Narrow it down to a specific location: You could target the entire world with your Facebook Ads. Facebook is there to make money, and they will be very happy to oblige. So, let’s say you are an Attorney offering Deceased Estate services in Tampa Bay, Florida. Would it be of any use to have your services advertised in Uganda or in Guangdong in China? The answer is definitely no. So, the thing to note is that choosing the location to which you wish to have your Facebook Ads delivered is part of the process of creating specialized audiences for your Facebook Ads. If you are in Tampa Bay, you may wish to limit delivery of your Facebook Ads to that area. Of course, you can widen the area if you offer phone or online consultations. Again, we need to repeat here that you are the master of your own business. You know what works best for you as far as location targeting is concerned. This is something that you really need to get right. Otherwise, you are going to get it wrong.
- Target the right Gender: This is another important aspect when creating kickass Facebook Audiences for your business. Every business is peculiar in the kind of people that it targets. If, as an example, you own a business that manufactures top range perfumes for women, then you may wish to create an ad that target men with upcoming anniversaries. And if you own a venue for holding baby showers, you would be better off having your Facebook Audience composed of women and not men! In the case of the example that we are using here; you may wish to create Facebook Ads that target Widowed people; both men and women. The important thing is that Gender is really something that you need to think about a lot when creating your Facebook Ads.
- Use Age to further refine your audience: Age is another VERY useful parameter when it comes to creating Facebook Audiences. However, it is not always the most straightforward. Again, it all boils down to you knowing your business. What are the age groups of the people who frequent your place? If you have been in business for any given amount of time, then this is something that you will well be aware of. As an example, a bar that sells alcohol would probably not be able to sell to people under 21 in most parts of the United States. So, when creating Facebook Ads for that bar, the audience would need to be composed of people that are over 21. In the example of the Deceased Estate Attorney, it would probably be a waste of time to try and target people who are under 50. That’s because most people who are Widowed are over 50. So, this provides you with a starting point as far as your targeting options are concerned. Of course, you can reduce or increase this number depending on the data that you have collected about your business.
- Language: This is another option for narrowing down on your target audience when creating Facebook Ads for your business. Let’s say you operate in a predominantly Spanish speaking area of the United States, as an example. You could then create Facebook Ads that target people who have listed on Facebook that they speak Spanish. The aim here is to make sure that your ads are being delivered only to the right people.
Facebook Audiences that are composed of “Friends of”
I have been creating Facebook Ads for a long time, and the “Friends of,” option is one that I find particularly useful. Human beings are predominantly social animals, and we all draw strength from the connections that we forge as we go through life. The Friends of option allows for the creation of Facebook Audiences that target people with important upcoming life events. To get to “Friends of,” you go through Detailed Targeting -> Demographics -> Life Events-> Friends of. The following options can be found under this section;
- Close Friends of Men with a Birthday in 0-7 days
- Close Friends of Men with a Birthday in 7-30 days
- Close Friends of Women with a Birthday in 0-7 days
- Close Friends of Women with a Birthday in 7-30 days
- Close friends of people with birthdays in a month
- Close friends of people with birthdays in a week
- Friends of Recently Moved
- Friends of newly engaged people
- Friends of newlyweds
What businesses can use this option?
Again, there is no end to the types of business that can make use of the Friends of option to create audiences for their Facebook Ads. If you are a restaurant, as an example, you can target your ads at close friends of men or women with birthdays within 7 days. That way they will be able to hold a surprise party for their friends at your restaurant.
Let’s assume that you run a Gym. Again, the “Friends of,” option can come in handy when creating your target audience. You can target people whose friends have recently moved into your area. That way, they can surprise their friends with a Gym membership as a way of making the move as painless as is possible. Another example would be that if you own a bar, you could target your ads at close friends of Newly Engaged people. That way, they will be able to hold Bachelor parties at your establishment.
Location Targeting for “Friend of,” Facebook Audiences
Here we need to emphasize that there is no hard and fast rule for location targeting. Each business is going to be different. If you are a restaurant targeting friends of people with an upcoming anniversary or birthday, as an example, you may wish to limit delivery of your ads to within 10 miles of the physical location of your establishment. What you want to do is to make sure that Facebook is only delivering your ads in the areas that you operation. If you are a nationwide restaurants chain, then by any means, feel free to target everyone in the country. However, if you are a family run establishment with only one restaurant, then you are going to have to limit delivery of your ads to within a certain radius around your location.
This is another very popular option when creating Facebook Audiences. The relationship that people have with their parents tends to be worth billions, if not trillions of dollars, and you can capitalize on this to help grow your business. To get to this option, you need to go through; Detailed Targeting -> Demographics -> Parents. The following are the options that you will get under this Facebook audience targeting option;
- New Parents (0-12 months)
- Parents (All)
- Parents with adult children (18-26 years)
- Parents with early school-age children (06-08 years)
- Parents with preschoolers (03-05 years)
- Parents with preteens (09-12 years)
- Parents with teenagers (13-17 years)
- Parents with toddlers (01-02 years)
Which businesses can use the Parents option when creating their target audiences?
This option tends to be useful to many businesses. It’s definitely one that we have used a lot when creating Facebook Ads for our clients.
|Status||Examples of businesses that can use this|
|New Parents (0-12 months)||Real Estate Agencies, Venues for baby showers|
|Parents (All)||Schools, Colleges|
|Parents with adult children (18-26 years)||Restaurants, Colleges, Insurance companies|
|Parents with early school-age children (06-08 years)||Schools, Playgrounds|
|Parents with preschoolers (03-05 years)||Venues for birthday parties|
|Parents with preteens (09-12 years)||Schools, restaurants, movie theatres|
|Parents with teenagers (13-17 years)||Gaming centers, schools, colleges|
|Parents with toddlers (01-02 years)||Birthday venues|
Location targeting for Parent Audiences
The location(s) that you choose for delivery of your Facebook Ads are going to be depended on the nature of your business. Just to pick one example from above, if you are a college targeting parents of college going kids, then you may conceivably flight Facebook Ads within your city or even within your State. Kids generally want to go to college as far from home as is possible, so you are not going to have problems in this regard. If you run a birthday venue, on the other hand, such as a restaurant offering specials on birthdays, you may wish to target an audience that’s located a few (eg 5) miles around your establishment. The exact radius that you will target is up to you and depends on the nature of your business.
This is another great option when creating Facebook Audiences for relevant businesses. To get to the “Work,” option, you go through; Detailed Targeting-> Demographics -> Work. The following are the options that you will find under this section;
- Administrative Services
- Architecture and Engineering
- Arts, Entertainment, Sports and Media
- Business and Finance
- Cleaning and Maintenance Services
- Community and Social Services
- Computation and Mathematics
- Construction and Extraction
- Education and Libraries
- Farming, Fishing and Forestry
- Food and Restaurants
- Government Employees (Global)
- Healthcare and Medical Services
- IT and Technical Services
- Installation and Repair Services
- Legal Services
- Life, Physical and Social Sciences
- Military (Global)
- Protective Services
- Transportation and Moving
- Veterans (US)
Who is this option for?
As you can from the above bullets, the Work option has a lot of sub-options. But who is this all for? If you are an Insurance company, as an example, you can create Facebook Ads targeted at people in the Restaurants and Food industries. Veterans Disability Attorneys, on the other hand, can create an audience that is composed of Veterans. Auto companies can sell trucks to those in the Installation and Repair Services. You could also be a manufacturer of protective equipment seeking to sell to people who have listed their Work on Facebook as Healthcare and Medical Services. Or perhaps you are an Insurance company seeking to sell a product that’s tailor made for Government Employees.
What’s your Facebook Target Audience?
This has probably become a bit monotonous, but we are going to repeat it nevertheless; as a business, you need to be well aware of who your target audience is. The success or failure of your Facebook Ads campaign depends on the options that you make here. Too wide an audience, and your ads are going to be delivered to people who are not interested in what you have to offer. Too narrow an audience, and you are going to miss out on a lot of potential business. So, you need to get things just right. But how do you do it? Well, you do it by knowing exactly who the people that you do business with are. A restaurant, as already stated, will probably limit itself to people within a 3 mile radius. As a restaurant owner, understanding this is the first step on the way to creating Facebook ads that rock. From there, your target audience can be created and recreated depending on what you wish to achieve at that given point in time. If you want to target people for birthday celebrations or bar mitzvahs, then you will need to tweak your Facebook target audience accordingly.
You can have the perfect Facebook ad, but if the targeting is slightly off, you will fail!Francisco Meza
– Owner of Planet Marketing