Ads belong to ad sets, which in turn belong to campaigns.At the ad level, you'll choose the ad format and provide the creative and copy that people see on Facebook.

This includes your ad's headline, content, photo or video assets, and destination URL.

ADVERTISINGFACEBOOK

2019

ULTIMATE GUIDE TO

INFOGRAPHIC 3/8

AD SETS: AUDIENCES

AD SETS

LOCATION GENDER AGE

MORE DEMOGRAPHICS

LOCALS

NEW RESIDENTS

EVERYONE

VISITORS

REGIONS

Facebook allows to set your audience based on region to identify and select countries based on non-geographic commonalities.

There are four different ways to define your audience based on location.

ALL MEN WOMEN

Facebook allows gender-based targeting too. Unless the targeted audience is only men or women, choose «All».

13 65+

Select the minimum and maximum age of people who will find the ad relevant.

LANGUAGES

Add a language only in case the targeted audience uses a language that is not common to a location.

!

13 65+

To make targetting even more precise, Facebook Ads allow marketers insight into more specific data about their prospective audience

RELATIONSHIP EDUCATION WORK FINANCE HOME

ETHNIC AFFINITY (US)

GENERATION PARENTS POLITICS (US) LIFE EVENTS

DEMOGRAPHICS

INTERESTS Whenever a user presses ‘Like’ button, Facebook collects those data. Based on that data, Facebook has created a long list of targeting options. Interests are one of the best Facebook ads targeting options as they allow you to target people specifically interested in a subject related to your product. You can reach specific audiences by targeting their interests, activities, pages they liked as well as related

topics. By combining those, you can expand your ad’s reach.

CONNECTIONSThe Connections option can be very powerful for your Facebook ad targeting, especially if your business has a strong Facebook following already. It allows you to target people who are fans,

friends of fans, or not fans of your Page, app, or event.

You can target:

ALL ADVANCED

Start typing to:

INCLUDE PEOPLE WHO ARE CONNECTED TO

EXCLUDE PEOPLE WHO ARE CONNECTED TO

INCLUDE PEOPLE WHOSE FRIENDS ARE CONNECTED TO

YOUR PAGE YOUR APP YOUR EVENT

13

BUSINESS &INDUSTRY

ADVERTISING AGRICULTURE

ARCHITECTURE AVIATION

BANKING CONSTRUCTION

DESIGN ECONOMICS

ENGINEERING ENTREPRENEURSHIP

HEALTHCARE HIGHER EDUCATION

MANAGEMENT MARKETING

NURSING ONLINE

PERSONAL FINANCE REAL ESTATE

RETAIL SALES

SCIENCE SMALL BUSINESS

ENTERTAINMENT

GAMES LIVE EVENTS

MOVIES MUSIC

READING TV

FAMILY & RELATIONSHIPS

FAMILY FATHERHOOD

MOTHERHOOD FRIENDSHIP

DATING MARRIAGE

WEDDINGS PARENTING

WELLNESS & FITNESS

BODYBUILDING DIETING

GYMS MEDITATION

NUTRITION PHYSICAL EXERCISE

PHYSICAL FITNESS RUNNING

WEIGHT TRAINING YOGA

ZUMBA

FOOD &DRINK

ALCOHOLIC BEVERAGE BEVERAGE

COOKING CUISINE

FOOD RESTAURANTS

OUTDOOR RECREATION

SPORTS

SPORTS & OUTDOORS

SHOPPING & FASHION

BEAUTY

CLOTHING

FASHION ACCESSORIES

SHOPPING

TOYS

HOBBIES & ACTIVITIES

ART & MUSIC CURRENT EVENTS

HOME & GARDEN PETS

POLITICS & SOCIAL ISSUES

VEHICLES TRAVEL

TECHNOLOGY

COMPUTER

CONSUMER ELECTRONICS

BEHAVIORS

JOB ROLE MEDIA MOBILE DEVICE USER

PURCHASE BEHAVIOR

TRAVEL RESIDENTIAL PROFILES

SEASONAL & EVENTS

AUTOMOTIVE BUSINESS TO BUSINESS

CHARITABLE DONATIONS

DIGITAL ACTIVITIES

EXPATS FINANCIAL

The amount of targetable behaviors available is in the hundreds! Unlike Interests, behaviors allow you to target people by purchase history, intent, and more. This data is gathered by Facebook

analyzing many factors and also using external data sets. Below are listed some of them.

AUDIENCE TYPES

Facebook offers powerful audience selection tools to reach broad or extremely specific audiences across Facebook, Instagram, Messenger, or through mobile apps with Audience Network.

There are three ways to choose your audience on Facebook.

CORE AUDIENCES CUSTOM AUDIENCES LOOKALIKE AUDIENCES

Core Audiences are new audiences you create manually within an Ad Set.

They are using Facebook data to target ads.

Targeting options are extensive and include location, gender, age, language, interests, and behaviors.

Custom Audiences are using your customer data or Facebook engagement data to reach people you already have a relationship with.

Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know.

Lookalike Audiences find people with similar characteristics to people who already engaged with your ads or Page by combining Custom Audiences or Saved Audiences with Facebook data.

At the ad set level, you set your delivery preferences by:

defining the audience, choosing placements, and establishing a schedule and budget.

AUDIENCE OVERLAPWhen you have two or more audiences selected, you can check the overlap (percentage of people that are in both audiences). The 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 which would drive up the costs. The solution is to remove the ad set that has a worse performance history from the auction.

!TIP

!TIP

!TIPAUDIENCE SIZE INDICATOR

It helps you to select the right size of the audience - not too big (higher cost with lower ROI) and not too narrow (a small number of people). Audience selection only needs to meet one targeting criteria, not all.

AUDIENCE EXCLUSIONTo exclude an audience, select Exclude from the Audience section and choose the audience that overlaps with your target.

AUDIENCE TARGETING

Advertisers promoting alcohol in their ads must follow all applicable laws, regulations, and industry codes in their respective countries. If you are targeting multiple countries in the same ad set, please target the highest age.To ensure proper targeting, if you target an age group outside the legal directives, Facebook automatically set the minimum age to the legally approved limit for the specific country/state and then approve the ad.

18+ 19+ 20+ 21+ 25+ PROHIBITED

MICRONESIAPALAU

LAKSHADWEEP

INDIA

CHANDIGARH

DADRA &NAGAR HAVELIDAMA & DIU 21+

25+

ALCOHOL PROMOTION

FINANCIAL SERVICES

The promotion of credit card applications for accredited institutions (Ex. large banks), loans, and other bank-related activities can be targeted only to people ages 18 and older. Please make sure your landing page for these ads include proper disclosures about transaction fees, and other related information.

If you’re promoting health and fitness products and/or services, including vitamins and supplements, you must target your ads to people ages 18 and older.

If you target your ad to people younger than 18, you’ll be notified in Ads Manager that we’ve automatically set the minimum age to 18 so that it can be approved for delivery.

HEALTH & FITNESS NON-DISCRIMINATION

DATING

Advertising on Facebook and Instagram is allowed for approved dating sites. But there are restrictions when it comes to targeting.

You'll need to create separate ads in order to target both men and women.

Facebook Advertising Policies prohibit advertisers from using our ads products to discriminate against individuals or groups of people. Ads are discriminatory when they deny opportunities to individuals or groups of people based on certain personal attributes such as:

Race Ethnicity National originReligion Age Sex Sexual orientation Gender identity Family/marital statusDisability or medical or genetic condition.

Anytime you run Facebook ads, you're already agreeing to follow non-discrimination policy.

TARGETTING RESTRICTIONS

AUDIENCES

Before you start the targeting, you must know who are your customers and who you wish to reach with your ad. Well targeted audience means money well spent; while targetting a too wide or too narrow range can render a low-performing ad. It is crucial to reach those people who are most likely to be interested in your product or service. As mentioned above, Facebook offers a wide range of targeting options that will help you reach the right people!

Finding the right audience is a process: you choose the audience who you think is most likely to respond to your ad; keep your eye on the performance and refine it.

STEP BY STEP OVERVIEW

STEP 3: AD SET LEVEL - CHOOSE YOUR AUDIENCE

PRACTICAL GUIDE

CREATE CAMPAIGN & SET YOUR OBJECTIVE

4

5

8

7

1

2

3

6

AD SETS: SET YOUR BUDGET & SCHEDULE

PLACE YOUR ORDER

CHOOSE YOUR PLATFORM AND LOG INTO ACCOUNT

AD SETS: PICK THE PLACEMENT

AD SETS: CHOOSE YOUR AUDIENCE

MEASURE AND OPTIMIZE YOUR ADS

ADS: CREATE YOUR AD

1

3

To resume, Facebook has three primary audience types:

Core Audiences - Target ads using Facebook data.

Custom Audiences - Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know.

Lookalike Audiences -discover new audiences by combining Custom Audiences with Facebook targeting.

There are also Saved Audiences - any of the above three types you created and saved earlier

Which one you will choose, depends on the data you collected within your previous targeting or through your website and Facebook Page.

If you are completely new to Facebook Ads, odds are you’ll be creating a new core audience now.

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.

When creating a Core Audience, you narrow down your audience by targeting their demographics, locations, interests, behaviors, and connections. Complete detailed targetting you can find attached as a bonus to this Infographic. You can also include or exclude people from your target audience based on any of these attributes.

On the Audiences page, you can create a new audience or use one of your saved Facebook audiences. Since we are starting fresh, we’ll want to create a new audience.

Location targeting allows targeting 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.Notice include and exclude option.

Targeting ad delivery by as age and gender is one of the basics. It’s important to note that Facebook ad policies prohibit advertising certain products to underaged persons.

Add a language only in case the targeted audience uses a language that is not common to a location.

Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app. It allows you to target people who are fans, friends of fans, or not fans of your Page, app, or event. You can include or exclude people from that list.

Detailed targeting allows you to include or exclude people with specific traits based on their:

DemographicsInterests Behaviors

You can include or exclude previously created custom and lookalike audiences.

CORE AUDIENCE TARGETING

A created audience can be saved for future use. And afterward, you can test and optimize your targeting.

Daily estimated reach and daily estimated results can give you context on how much you may need to increase your budget to get the number of conversions you want. The predictions are a way to understand what results you could get without having to spend any money.

Audience Size indicator - Your audience selection only needs to meet one targeting criteria, not all. The indicator helps you to select the right size of the audience - not too big (higher cost with lower ROI) and not too narrow (a small number of people). Audience selection only needs to meet one targeting criteria, not all.

You can generate Custom Audiences from a variety of sources, either from information that you already have, or from insights generated by Facebook from interactions that your customers have with your site, app, Facebook or Instagram page, or if applicable, your store location. Other options include:

Customer files (via Facebook Pixel)Website activity Mobile app activityOffline activity Facebook engagement

To ensure you’re delivering the right message to the right audiences, you can combine Custom Audiences with other targeting options (as in Core Audiences) to reach people through Facebook.

CUSTOM AUDIENCE TARGETING

CUSTOM AUDIENCE FROM A CUSTOMER LIST CUSTOM AUDIENCE FROM WEBSITE

You can retarget audiences who have visited your website by creating a Custom Audience from your website using standard events or custom events.

BEFORE YOU BEGIN1Set up a Facebook pixel on your website.Set up standard or custom events.Check that your pixel is active.

2 Go to Audiences in Ads Manager.

3 Click Create audience and select Custom Audience.

4 Click Website traffic.

5 Include people who meet any or all of the selecting criteria.

6Enter the number of days you want people to remain in your audience after they visit your website.

7 Give your audience a name, then click Create Audience.

Bear in mind that you can also create Custom Audiences from events with specific parameters. To do this, click Add a parameter (Optional) once you've selected an event.

BEFORE YOU BEGIN1

Before you begin, make sure the customer file you want to use is ready and that it is GDPR-compliant!

2 GO TO YOUR AUDIENCES

3 ADD CUSTOMER FILE

Click the Create Audience creation button or drop-down menu and select Custom Audience.

Click Customer File.

Click Add from Your Own File

Click the Original Data Source drop-down to specify where the information in the file initially came from. You can either copy/paste the file or upload it. Give your audience a name and description if you want to.

Click Next.

4 EDIT DATA MAPPING

You will see a preview of your data and how Facebook classified it. There are three statuses:

means Facebook identified the type of data and will use it when trying to match the information in your customer file to people on Facebook. Only the data with this symbol gets uploaded for matching.

means Facebook hasn’t identified the type of data and this data is omitted from matching

means the data type has been identified but it is not in a supported format.

You can interact with your data preview in three ways:

Change the data's type - click the drop-down menu and choose what type of data you've provided. From this drop-down menu, you can also choose Do not upload, and it won’t be used for when matching.

Remove the data from match consideration

Change the data's format - click the Choose format drop-down menu and choose what format we should be using to match your data.

If you need to change anything about your customer file to maximize the number of identifiers to be used, do so now. Once you're ready, repeat the steps above. When you're satisfied, click Create & Upload.

5 HASHED UPLOAD AND CREATION

Facebook hashes your data, uploads it and creates the audience for you. This may take a little while if your file is large.

CUSTOM AUDIENCE FROM MOBILE APP ACTIVITY

BEFORE YOU BEGIN1

Register your appMake sure that you have the ad account rights to the app that you want to use. Your app needs to be measuring app events to create a Custom Audience from it.

2 CREATE YOUR CUSTOM AUDIENCE

Go to Audiences at the ad set level in Ads Manager.

3 CLICK SELECT CREATE AUDIENCE TO FINISH UPLOAD AND CREATION

Your audience is ready to use immediately, but note that it may take up to an hour for it to be pre-populated with users from the past who have logged a matching app event.

Set up the SDK and log app events on Facebook for developers siteOnce you register your app, you'll need to set up app events for each platform that your app is available in, in order to reach users taking specific actions (called "app events") within your app. This is done by sending an event from your app via Facebook's SDK. This event can be one of 14 pre-defined events or you can set up your own custom events.

Click to select Create new.

From the drop-down menu, select which app events you'd like to base your audience on. The app events your app is setup to measure for will automatically populate in the drop-down menu.

Click to select Custom Audience in the drop-down menu. Select App activity.

You can either include or exclude people in your Custom Audience who have completed any of five different app events of your choosing.

Choose how far back you would like your audience to be populated by when the event occurred for people using your app.

Add details to the app events you base your Custom Audience on by selecting Refine by and choosing the type of details you want to specify.

Name your audience.

CUSTOM AUDIENCE FROM FACEBOOK ENGAGEMENT

Engagement Custom Audience is based on Facebook information only, so you won’t need to set up a pixel or SDK in order to create these Custom Audiences.

Custom Audience can target ads towards specific groups of people who are most likely to take the action that you want them to take on your app. Facebook’s software development kit (SDK) is the equivalent of the Facebook pixel, for mobile apps. Using the Facebook SDK, you can pass data to Facebook from your app and use that data to specify who you want to include in your Custom Audience.

You can reach people based on how they've engaged with:

Your Facebook Page: Deliver ads to people who viewed your Page, engaged with your posts or ads, clicked on call-to-action buttons, sent a message to your Page, or saved content from your Page.

Videos posted to your Page: Deliver ads to people who watched a certain length or percentage of videos posted to your Page.

Your Lead ads: Deliver ads to people who opened a form, opened a form but didn't submit it, or opened and submitted a form.

Fullscreen mobile experiences: Deliver ads to people who interacted with a collection or Canvas experience.

LOOKALIKE AUDIENCE TARGETING

Lookalike Audiences can help you find and deliver ads to the people who share demographics and behaviors with your current customers. You can use Lookalike Audiences to reach people who are similar to:

Existing customersPeople who like your Facebook PageVisitors to your websitePeople who engage with your mobile app

After you've determined seed audience, you need to fine-tune the audience size (i.e. find a number on the scale) to correspond to your goal - be it similarity or reach.

Lookalike Audience size - You can choose the size of a Lookalike Audience during the creation process. This size is expressed on a scale of 1-10 – meaning 1 to 10% of the total population in the countries you choose. Smaller audiences (1-5) match your source audience more closely. Larger audiences (6-10) increase your potential reach, but with lesser similarity. Seed audience size is recommended to be between 1,000 to 50,000 people. The quality of the source audience matters too – using your best customers leads to better results. From that point, similarities between the two audiences are being compared and your Lookalike audience is being created. Facebook warns that it may take up to 24 hours for your Lookalike Audience to be created, but you can use it for ad targeting before it finishes processing.

Before creating a Lookalike Audience, you'll need a seed (source) audience - the audience you select as the starting point.

Attributes to match are inherited from the source. Typically, seed audience is a group of people who are important to the success of your business - those who purchase a lot from or are highly engaged with your brand. You can create a seed audience using data from:

Custom AudienceYour customer informationYour Facebook pixel-A mobile appFacebook Page fans

REFERENCES

List of all references and sources used for this Guide can be found at: http://10vorne.it/complete-guide-facebook-ads-2019/#references

Next up:

AD SETS:PLACEMENTSInfographic 4/8

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INFOGRAPHIC 3/8

BONUS

RELATIONSHIP

Interested In

MEN

WOMEN

MEN & WOMEN

NOT SPECIFIED

Relationship Status

SINGLEIN A RELATIONSHIPMARRIEDENGAGEDCOMPLICATEDOPEN RELATIONSHIPDOMESTIC PARTNERSHIPSEPARATEDDIVORCEDWIDOWUNSPECIFIED

EDUCATION

Facebook also gives you Education targeting. Here following options are available.

FIELD OF STUDYtype in a field to chose

UNDERGRAD YEARStype in a date to chose

SCHOOLStype in a field to chose

IN HIGH SCHOOLHIGH SCHOOL GRADEIN COLLEGESOME COLLEGECOLLEGE GRADEASSOCIATE DEGREEPROFESSIONAL DEGREEMASTER DEGREEDOCTORATE DEGREEUNSPECIFIED

WORK

Facebook gives a whole range of options to target, which is useful for B2B marketing.

EMPLOYER

type in employer to chose

JOB TITLE

type in job title to chose

INDUSTRY

ADMINISTRATIVEARCHITECTURE AND ENGINEERINGART, ENTERTAINMENT , AND MEDIABUSINESS AND FINANCIAL OPERATIONSCLEANING AND MAINTENANCECOMMUNITY AND SOCIAL SERVICESCOMPUTER AND MATHEMATICSCONSTRUCTION AND EXTRACTIONEDUCATION AND LIBRARYFARMING, FISHING, AND FORESTRYFOOD PREPARATION AND SERVICESGOVERNMENT EMPLOYEESHEALTHCARE AND MEDICALIT AND TECHNICALINSTALLATION AND REPAIRLEGALLIFE, PHYSICAL AND SOCIAL SCIENCEMANAGEMENTMILITARYNURSESPERSONAL CAREPRODUCTIONPROTECTIVE SERVICERETAILSALESTEMPORARY AND SEASONALTRANSPORTATION AND MOVINGVETERANS

OFFICE TYPE

HOME OFFICE SMALL BUSINESSSMALL OFFICE

FINANCIAL

Facebook gives you the option of Finacial filter, you can choose according to your offerings.

HOME

In Home category, you can target to all residing types, to include or exclude them.

HOME TYPEi

HOME OWNERSHIP

HOUSEHOLD COMPOSITION

APARTMENTCONDOMULTI-FAMILY HOMESINGLESQUARE FOOTAGEYEAR HOME BUILTHOME VALUEPROPERTY SIZE

FIRST-TIME HOME BUYERHOME OWNERSRENTERS

FAMILY BASED HOUSEHOLDGRANDPARENTSHOUSEMATE-BASED HOUSEHOLDSNEW PARENTSNEW TEEN DRIVERSVETERAN IN HOMEWORKING WOMENYOUNG & HIPYOUNG ADULT IN HOME

INCOME

NET WORTH

$30,000 $500,000

LIQUID ASSETS TOTAL VALUE

ETHNIC AFFINITY (US)This option is still limited to the US only.

AFRICAN-AMERICANASIAN-AMERICANHISPANIC

POLITICS (US)Available in US only.

LIBERALMODERATECONSERVATIVEVERY LIBERALSELF-REPORTEDVERY CONSERVATIVELIKELY TO ENGAGE IN POLITICS: CONSERVATIVE, LIBERAL

GENERATION

BABY BOOMERS (US)GEN XMILLENIALS

PARENTS

There are also more advanced and specific targeting options to help you narrow down the exact parenting persona you are looking for.

ALL PARENTS

NEW PARENTSPARENT WITH TODDLERSPARENTS WITH PRESCHOOLERSPARENTS WITH EASY SCHOOL – AGE CHILDRENPARENTS WITH PRETEENSPARENTS WITH TEENAGERSPARENTS WITH ADULT CHILDREN

MOMS

BIG CITY MOMSCORPORATE MOMSFIT MOMGREEN MOMSMOMS OF GRADE SCHOOL KIDSMOMS OF HIGH SCHOOL KIDSMOMS OF PRESCHOOL KIDSNEW MOMSOCCER MOMSSTAY-AT-HOME MOMS

LIFE EVENTS

Certain types of businesses or campaigns are based on selling to people experiencing certain major life events.

Facebook has pretty much every conceivable life event targeting option since we tend to post these to our timelines.

ANNIVERSARY

WITHIN 30 DAYS

AWAY FROM THE FAMILY

AWAY FROM THE HOMETOWN

LONG DISTANCE

RELATIONSHIP

NEW JOB NEW RELATIONSHIP NEWLY ENGAGED

(3MO, 6MO, 1YEAR)NEWLYWED

(3MO, 6MO, 1YEAR)

RECENTLY MOVED UPCOMING BIRTHDAY FRIENDS OF

GENDER

ALL WOMEN MEN

AGE

13 65+

Select the minimum and maximum age of people who will find the ad relevant.

LANGUAGES

Add a language only in case the targeted audience uses a language that is not common to a location.

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

LOCATION

To show your ad to people in certain are(s) or exclude them from your audience, use the Browse feature and chose one or more:

COUNTRIESREGIONSCOUNTIESCITIESZIP / POSTAL CODESADDERSSESDESIGNATED MARKET AREAS

Type in an address to deliver your ads to people who live within a 1 to 50 mile radius of this location. Or drop a pin in a location anywhere on the map provided.

Note: only people who've included an address in their profile or have location services turned on will be reached.

!

PEOPLE RECENTLY MOVED TO THIS LOCATION

EVERYONE IN THIS LOCATION

PEOPLE WHO LIVE IN THIS LOCATION

PEOPLE TRAVELLING TO THIS LOCATION

Locals: Only people who identify that location as their home

Visitors: People who have checked into or been tagged in a place that isn’t their primary location

New residents: Only people who recently updated their location

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 AREASAdvertise within a single free trade area — for example, the European Economic Area.APP STORE REGIONSTarget only countries where the iTunes App Store, Android Paid Store, or Android Free Store is available. Or mix and match.EMERGING MARKETSIdentify and advertise in one of more than 20 countries that are experiencing rapid economic growth.EURO AREATarget people in countries that use the euro as their common currency.

REGIONS

Facebook allows gender-based targeting too. Unless targeted audience is only men or women, choose «All».

MORE DEMOGRAPHICS MENUTo make targetting even more precise, Facebook Ads allow marketers insight into more specific data about their prospective audience

RELATIONSHIPEDUCATIONWORKFINANCIAL

HOMEETHNIC AFFINITYGENERATIONPARENTS

POLITICS (US)LIFE EVENTS

BUSINESS & INDUSTRY

Whenever a user presses ‘Like’ button, Facebook collects those data. On the basis of that data, Facebook has created the wide list of Interest base targeting option.

Interests are one of the best Facebook ads targeting options as they allow you to target people specifically interested in a subject related to your product. You can reach specific audiences by targeting their interests, activities, pages they liked as well as related topics. By combining those, you can expand your ad’s reach.

ADVERTISING AGRICULTURE ARCHITECTURE AVIATION BANKING

BUSINESS CONSTRUCTION DESIGN ECONOMICS ENGINEERING

ENTREPRENEURSHIP HEALTHCARE HIGHER EDUCATION MANAGEMENT MARKETING

NURSING ONLINE PERSONAL FINANCE RETAIL SALES

SCIENCE SMALL BUSINESS

FAMILY & RELATIONSHIPS

FAMILY FATHERHOOD MOTHERHOOD

FRIENDSHIP DATING MARRIAGE

WEDDINGS PARENTING

ENTERTAINMENT

GAMES MOVIES

LIVE EVENTS MUSIC

READING

TV

HOBBIES & ACTIVITIES

ARTS & MUSIC CURRENT EVENTS HOME & GARDEN

PETS POLITICS & SOCIAL ISSUES

TRAVEL

VEHICLES

SPORTS & OUTDOORS

OUTDOOR RECREATION

SPORTS

TECHNOLOGY

CONSUMER ELECTRONICS

COMPIUTERS

FOOD & DRINK

ALCOHOLIC BEVERAGES

BEVERAGES

CUISINE FOOD

COOKING

RESTAURANTS

FITNESS & WELLNESS

BODYBUILDING DIETING GYMS

MEDITATION NUTRITION PHYSICAL EXERCISE

PHYSICAL FITNESS RUNNING WEIGHT TRAINING

YOGA ZUMBA

SHOPPING & FASHION

BEAUTY CLOTHING

FASHION

ACCESSORIES

SHOPPING

TOYS

DETAILED TARGETING OPTIONS

DEMOGRAPHICS

INTERESTS

BEHAVIORS

The amount of targetable behaviors available is in the hundredes! Unlike Interests, behaviors allow you to target people by purchase history, intent, and more. This data is gathered by Facebook analyzing many factors and also using external data sets. Below are listed some of them.

AUTOMOTIVE BUSINESS TO BUSINESS CHARITABLE DONATIONS

MOTORCYCLEOWNERSPURCHASE TYPENEW VEHICLE BUYERS (NEAR MARKET)NEW VEHICLES SHOPPERS (IN MARKET, MAX IN MARKET)USED VEHICLE BUYERS (IN MARKET)

SENIORITYCOMPANY SIZEINDUSTRY

ALL CHARITABLE DONATIONSANIMAL WELFAREART & CULTURECANCER CAUSECHILDREN’S CAUSEENVIRONMENT & WILDLIFEHEALTHPOLITICALRELIGIOUSVETERANSWORLD RELIEFDIGITAL ACTIVITIES

EXPATS

FINACIALOPERATION SYSTEM USEDCANVAS GAMINGCONSOLE GAMERSEVENT CREATORSFACEBOOK PAYMENTSFACEBOOK PAGE ADMININTERNET BROWSER USEDOPERATING SYSTEM USEDPHOTO UPLOADERSPRIMARY EMAIL DOMAINSMALL BUSINESS OWNERSTECHNOLOGY ADOPTERSUNITY PLUGINS

MULTIPLE COUNTRIES

BANKINGSPENDING METHODINVESTMENTS

JOB ROLE

MEDIA

MOBILE DEVICE USER

CORPORATE EXECUTIVEFINANCIAL PROFESSIONALSFARMERS

RADIOTELEVISION

ALL MOBILE DEVICES BY BRANDALL MOBILE DEVICES BY OSALL MOBILE DEVICEFEATURE PHONENETWORK CONNECTIONNEW SMARTPHONE & TABLET OWNERSSMARTPHONE & TABLET OWNERSSMARTPHONE OWNERSSMARTPHONE & TABLETSTABLET OWNERS

PURCHASE BEHAVIOR

TRAVEL

RESIDENTIAL PROFILE

BUSINESS PURCHASEBUYER PROFILESCLOTHINGFOOD & DRINKHEALTH & BEAUTYHOME & GARDENHOUSEHOLD PRODUCTSKIDS PRODUCTSPET PRODUCTSPURCHASE HABITSPURCHASE TYPESSPORT & OUTDOORSSTORE TYPESSUBSCRIPTION SERVICESTECHNOLOGY

ALL FREQUENT TRAVELERSBUSINESS TRAVELERSCASINO VACATIONCOMMUTERSCRUISESCURRENTLY TRAVELINGFAMILY VACATIONFREQUENT INTERNATIONAL TRAVELERSPERSONAL TRAVELERSRETURNED FROM TRIP (1 WEEK, 2 WEEK AGO)TIMESHARESUSED TRAVEL APP (2 WEEKS, 1 MONTH)

LENGTH OF RESIDENCERECENT HOME BUYERLIKELY TO MOVENEW MOVERRECENT HOME BUYERRECENT MORTAGE BORROWER

SEASONAL & EVENTS

BASEBALLCOLLEGE FOOTBALLCRICKETFALL FOOTBALLPROFESSIONAL FOOTBALLRUGBY

CONNECTIONS

The Connections option can be very powerful for your Facebook ad targeting, especially if your business has a strong Facebook following already. It allows you to target people who are fans, friends of fans, or not fans of your Page, app, or event.

You can target:

Start typing to:

INCLUDE PEOPLE WHO ARE CONNECTED TO

EXCLUDE PEOPLE WHO ARE CONNECTED TO

INCLUDE PEOPLE WHOSE FRIENDS ARE CONNECTED TO

YOUR PAGE YOUR APP YOUR EVENT

13

ALL ADVANCED

REFERENCES

List of all references and sources used for this Guide can be found at: http://10vorne.it/complete-guide-facebook-ads-2019/#references

Next up:

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