Unlike the Google Ads platform, Facebook Ads allows you to select your target audience in the ad group settings.
Simply scroll down the page to start building the target audience for your ads.
The first option is to add a personalized audience made up of people who have already interacted with your business on or off Facebook. You also have the option to select a pre-created audience.
If you don't have a typical audience or you want to target a very specific audience, start by selecting the location, age, gender and language of your target audience. As you make your selection, keep an eye on the audience size indicator on the right side of the screen, which gives you an idea of the potential reach of your ad.
You will also see an estimate of the number of pages you like. These estimates will be more accurate if you've already run campaigns, as Facebook will have more data to work with. Always keep in mind that these are estimates, not guarantees.
It is now time for detailed targeting. Remember: Effective targeting is key to maximizing ROI, and there are plenty of ways to target your audience with Facebook Ads Manager. Here you have two fields in which you can make your audience as specific as you want it to be.
Detailed targeting
Use this field to specifically include or exclude individuals based on their demographic characteristics, interests and behaviours. You can be very specific here. For example, you may choose to target people who are interested in travel and who are used to interacting with the pages of establishments or people who enjoy yoga and diving.
Connections
You can target or exclude people who have an existing connection to your Facebook Page, application, or an event you've managed. For example, if you want to reach a new audience, you should select "Exclude people who like your Page. If you want to promote an offer to your existing fans, select "People who like your Page" to reach people who already know your brand.
You can also choose to target friends of people who have already interacted with your brand.