Targeting - Facebook

Facebook provides a wide range of options for targeting audiences and geography. The following article will explain those options and suggestions when developing a target audience plan.

Facebook allows both audience lists and geo targeting as well as demographic settings.

Geo: The geo can be anything from a direct address or location to a list of zip codes. If targeting an address location, a radius can be created around the property depending on the needs of the project. Facebook accepts bulk uploaded addresses, cities and zip codes. The state, city or zip code can also be the sole target of the campaign. In other words, we can target the geo as the only target if the project calls for such.

Audience list: Custom lists can be used on FB. There is also the option of used "saved audience" lists and LiveRamp audiences that can be used. Certain audiences can also be excluded if requested. Lookalikes are also available but may not always have the same or greater number of targets than the original list.

Regardless of targeting, there should always be more than 8,000 target users in order to avoid micro-targeting and thus the campaign under pacing. A good number to be above is 20,000 but depending on campaign goals and budget, this may not always be possible. Also note that geo targeting and list targeting can both be used in a single campaign.