• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Social Media Examiner | Social Media Marketing

Your Guide to the Social Media Jungle

  • 🔥 Free Newsletter
  • ☀️ Web3 Conference
  • 🔎 Find Marketing Help
  • ⚙️ Tools
  • 🗓️ Events
  • 🎧 Shows
    • Social Media Marketing Podcast
    • Social Media Marketing Talk Show
    • Crypto Business Podcast
    • Our YouTube Channel
  • Content
    • Articles
      • Web3
      • How To
        • Instagram Marketing
        • Facebook Ads
        • Facebook Marketing
        • YouTube Marketing
        • YouTube Ads
        • LinkedIn Marketing
        • TikTok Marketing
        • Clubhouse
      • View Points
      • Expert Interviews
      • Tools
    • Video Tutorials
      • Instagram Marketing
      • Instagram Ads
      • Facebook Marketing
      • Facebook Ads
      • LinkedIn Ads
      • TikTok
      • Clubhouse
  • Sponsor
    • Podcast Sponsorship
    • Email Sponsorship
    • Event Sponsorship
  • About
    • Society
  • Search
  • Web3 Business ConferenceLearn how to put NFTs to work for your business.BIG SALE, SAVE NOW!

    How to Expand Your Facebook Ad Targeting to New Audiences

    by Tara Zirker / December 7, 2020

    Want to expand your Facebook ad targeting to more qualified audiences? Wondering how to build effective Facebook audiences that deliver results?

    In this article, you’ll learn the six types of warm audiences you can target with Facebook ads and how to scale them to many different lookalike audiences. You’ll also discover how to find cold audiences that will work for you.

    How to Expand Your Facebook Ad Targeting to New Audiences by Tara Zirker on Social Media Examiner.

    To learn how to expand your Facebook ad targeting to new audiences, read the article below for an easy-to-follow walkthrough or watch this video:

    #1: Create 6 Warm Facebook Advertising Audiences

    The first audience category we’re going to talk about is warm audiences. These will be some of your best audiences on Facebook because they’re people who are already familiar with your brand and business. It’s a good thing to continue to show up in the news feed of your warm audiences because the more they see you, the more trust and rapport you build with them.

    Some of your best warm audiences on Facebook are your email list, website traffic, video views, ad engagement, Facebook page engagement, and even Instagram profile engagement. If your business is brand-new, you’ll cultivate these audiences over time. But if you already have enough volume in these audiences, you can start using them immediately.

    ALT

    #2: Create 4 Lookalike Audiences to Scale Each Warm Facebook Audience

    Once you’ve created your warm audiences in Facebook Ads Manager, you can start creating lookalikes of those audiences.

    Let’s say you’ve created a Facebook custom audience from your purchase list. You can tell Facebook to find more people who look like people who’ve purchased from your business. Facebook will then find what’s common among all of these people and look for others who look and behave like those who have already purchased from you.

    You want to create lookalikes of your purchase list, email lists, website traffic, video views, ad engagement, Facebook page engagement, and Instagram profile engagement. And if you’re doing Facebook lead forms, build lookalikes of your lead forms too.

    ALT

    Pro Tip: To get more out of your Facebook lookalikes, start by creating a 1% lookalike of your purchase list or email list. Then create a 1%–3% lookalike, 3%–5% lookalike, and 5%–7% lookalike.

    ALT

    Once you’ve created all of these lookalikes, you can combine them into one ad set. To set up your targeting, open Ads Manager, click Edit, and open your ad set.

    Your Guide to the Future of Business

    Crypto Business Conference

    The Web3 renaissance opens up new opportunities for entrepreneurs, creators, and marketers who are ready to embrace the changes. But, who can you trust?

    Introducing the Crypto Business Conference; a premium event for anyone who wants to learn how to put Web3 to work for their business.

    Join us in sunny San Diego, California, for the first-ever crypto conference for business pioneers…not finance and tech nerds. You’ll get actionable, business-building ideas from proven innovators—without all the techie jargon.

    CLAIM YOUR SEAT

    ALT

    In the Edit Audience section, go to Custom Audiences and start building your combination there. (If you haven’t created those lookalikes yet, simply click Create New and build them from here.)

    For this example, we’ll be targeting lookalikes of purchases so we’ll start with the 1% lookalike.

    ALT

    Next, choose the 1%–3%, 3%–5%, and 5%–7% lookalikes.

    ALT

    Launch Social Projects Faster and Easier

    FindHelp Marketplace

    Looking for a content creator, campaign manager, or strategist for your social channels or a special project?

    Find the right expert for even the most complicated project or campaign in just a few clicks with our new FindHelp marketplace. You'll have more time to focus on other areas of your business without sacrificing your social presence. Browse highly qualified Facebook and Instagram experts today.

    FIND HELP TODAY

    Of course, you can adjust the demographic data to match your ideal client if you want to such as their age, gender, and so on. But remember that these are lookalikes so Facebook will already be looking for their common demographic data.

    #3: Use Interests to Develop Cold Prospect Facebook Audiences

    The third category of audiences to target on Facebook is your cold audiences.

    Think about competitors’ websites that your ideal audience might be going to, personalities they might be interested in, their hobbies, brands, job titles, magazines they might be reading (including trade publications), TV shows they might be watching, podcasts they might be listening to, and professional tools or equipment they might be using.

    ALT

    Before we talk about how to find more cold audiences to target on Facebook, it’s important to understand that most won’t work out. I like to launch my audiences by the dozen and I’m typically happy if two or three show good results. So if you have the mindset that you’re looking for the few that work for you—and you’re not going to be bothered by the ones that don’t work—you’ll be much more successful with your ads.

    Another way to develop new interests to target on Facebook and Instagram ads is by talking to your customers and clients and seeing what they’re writing online in their reviews and testimonials. This information will help you develop other ideas for the people you should be targeting on Facebook and Instagram.

    Additionally, Facebook Audience Insights can be a valuable tool for uncovering cold audiences that might surprise you. In Ads Manager, click on the nine-dot icon in the left navigation and scroll down to Audience Insights.

    ALT

    In Audience Insights, you can build out demographics for your ideal customer or client, including where they live, their age, their gender, and so on.

    ALT

    Let’s say that you have a little bread crumb from one of your cold audiences and see that Whole Foods is working really well for you. Type in “Whole Foods Market” under Interests and see what comes up.

    ALT

    Look at all of the amazing demographic detail you get. You can see the age, gender, relationship status, and education level of people who like Whole Foods. You can even see their job titles which is great.

    ALT

    If you go to the Page Likes tab, you’ll see top categories and page likes. This is where the magic comes in. You’ll find many additional cold audiences—some of which you may not have thought of—that you can begin testing and targeting to see how they work for your Facebook ad account.

    ALT

    If you click See All under Top Categories and Page Likes, you’ll see additional ideas so don’t forget to use this tool to your advantage.

    Conclusion

    We all know that targeting will make or break your Facebook ads. The quality of audiences you develop will have a direct impact on your ROI so you want to be hyper-focused on three audience categories—warm audiences, lookalike audiences, and a variety of cold audiences. And be sure to use the Audience Insights tool in Facebook Ads Manager to find even more audiences that are going to work for your ads.

    What do you think? Which of these tips will you try to find new audiences to target on Facebook? Share your thoughts in the comments below.

    More articles on Facebook ads:

    • Learn how to budget your Facebook ad spend based on your revenue goal.
    • Discover how to grow your email list with Facebook ads.
    • Find out how to create Facebook and Instagram ads that generate sales.

    Curious about NFTs, DAOs, and Web3?

    Crypto

    Follow the Crypto Business podcast to find out how NFTs, social tokens, DAOs (and so much more) will affect your business in the near future.

    Every Friday, host Michael Stelzner interviews leading industry experts about what works right now in Web3 and what to expect in the future, so you can prepare your business for the shift, even if you're a total newbie.

    FOLLOW THE SHOW

    Tags: Facebook, Facebook Ads

    About the authorTara Zirker

    Tara Zirker is an advertising expert and founder of Successful Ads Club who has taught thousands of business owners to rapidly scale through the power of Facebook & Instagram ads.
    Other posts by Tara Zirker Âť

    Get Social Media Examiner’s Future Articles in Your Inbox!

    Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (39 pages, 50+ charts)!

    Industry Report Cover

    Worth Exploring:

    Facebook

    Marketing Help Explore More →

    Instagram

    Marketing Help Explore More →

    YouTube

    Marketing Help Explore More →

    Linkedin

    Marketing Help Explore More →

    Facebook Ads

    Marketing Help Explore More →

    Social Media Marketing Industry Report

    Get Free Report →

    Social Marketing Trends

    The data you've been missing!

    Need a new plan? Find out how thousands of marketers plan to change their social marketing activities in our 14th annual Social Media Marketing Industry Report. This 39-page report reveals what marketers have planned for their organic social activities, video marketing, social ads, and more. Get this free report now and never miss another great article from Social Media Examiner.

    Enter your email to get
    our free report:


    Footer

    Your Guide to the Social Media Jungle
    Copyright © 2022 Social Media ExaminerÂŽ
    All Rights Reserved. Terms of Use | Privacy Policy.

    Helpful Links

    • About us
    • Our content via email
    • Our podcasts
    • Our YouTube channel
    • Our live show
    • Our industry report
    • Sponsorship opportunities
    • Write for us…
    • RSS
    • Accessibility