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Do you use Facebook advertising when selling a particular product or service? How to use Facebook advertising to reach the audience that is interested in your product or service? What types of advertising audiences exist in Facebook advertising? How do you know that they are interested in your product or service?

You can answer these and similar questions yourself if you get to know the basic types of advertising audiences, ie the possibilities of choosing the target group provided by Facebook advertising within Facebook business manager-and. Facebook is still the most popular social network with close to 2.45 billion users. If you know who and how uses this network, it can certainly be of great importance for creating a strategy.

Facebook advertising and stunning statistics

Let's start by reminding some very interesting data related to Facebook. 1.62 billion people visit this social network every day. The best time to post on this platform is on Wednesdays and Thursdays between 11:00 and 14:00. It is during these terms that most people will see your post / ad. Of course, this can vary depending on your audience and the industry in which you operate. 

Mobile devices are absolutely dominant when it is Facebook advertising in question. 94% of advertising revenue on Facebook-u comes from mobile devices. This information also serves as a reminder of how important it is to optimize your content on social media to be mobile-friendly as much as possible.

It is important to note that the total number of likes on Facebook page has long meant nothing, because to get to all the profiles that follow you, you have to pay Facebook-u. We say a long time ago, because since how is it Facebook changed the algorithm at the end of 2014 and began to reduce the organic reach (reach) publication, which varies even today, for Serbia is some 4% -6%. The height of the organic reach depends on the interaction with the companions, ie. from the quality of your posts and the extent to which they respond to the posts themselves.

As can be seen in the previous visual, the organic range of the posts is marked in orange, on a page that has about 15.000 likes / followers. So this site, has an organic reach of 4% to 5%.

Now that you know you have to pay On Facebook to be "seen" below we will show you all the ways you can reach your target group.

Core Audience

Core audience or the original audience belongs to the type of advertising audience that is the default choice which Facebook Ads Manager offers. The options found here are setting location, demographics, interests and user behavior on Facebook-u. The ad will be shown to people who match the characteristics you have selected.

Space for Custom Audiences, in this case, skip. It will be discussed below. Under Custom Audiences set location, demographics, language, interests, and user behaviors on Facebook-u. 

Audience connectivity (connections) is an opportunity to choose the followers who liked it Facebook page, then people who are friends of those who liked the page, as well as those who did not like the page. The same selection option applies to the application, if you have one, while for events (events) you can choose those who reacted to the event, but also those who have not reacted to the event so far.

Custom Audiences

Custom audience allows you to find people on Facebook-which in some way have already made contact with your business. You can make the following types custom audiences-to:

  • By importing a file that represents the database e-emails, phone numbers, etc.
  • People who have visited your website in the previous period, where there is a possibility to select special pages on the website.
  • People who have installed the application (if you have one), where there is a possibility to select those who have performed a certain specific action within the application.
  • People who have interacted with yours Facebook page, Instagram business profile, video content, canvas announcements, events (events) etc.

Your ad will appear to people who match the settings you have chosen.

Lookalike Audience

To make Lookalike Audience-and it is necessary to first select the original audience (a kind of sample), which can represent the existing one custom audiences site visitors or certain pages on the site, application users, followers Facebook pages, as well as a list of data you already have (email, phone, name and surname). 

After these settings, Facebook will look for people who are similar to them. You can use more Lookalike Audience-a for one set of ads, and the ad will be displayed to those people who are in any of the created Lookalike Audience-and.

Size Lookalike Audience-a is determined on a scale of 1% - 10% of the audience involved. At 1% Lookalike Audience people who are most similar to the original audience enter, and with the increase of the percentage, the audience expands, and thus the matches become somewhat smaller.

Depending on what you do, how much profit is made per unit and the like, Facebook Lookalike Audience will work better for something and worse for something. 

With the right targeting, you reach the right target group, saving money and increasing the opportunity to sell your products or services, and social networks become your best ally.

Made by Mladen Radosavljević - Senior Account Manager @Digitizer

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