Getting Started Guide

12
b Choose your target audience
To make your ad more successful, it’s
important to target the ad to reach
only the people who would find the ad
text most compelling.
You can reach people based on their:
• Location – by city, state, province, or
country
• Demographics – by age range,
gender, language, relationship
status
• Likes and interests – what are your
customers’ hobbies or passions?
Unlike search advertising where you
target the words people search for,
on Facebook you can target people by
their interests. Focus on topics and
themes rather than individual terms.
For example, if you are targeting
students, think about the interests of
those students. Is there a particular
tv program that your target audience
are likely to be interested in? If so,
you could use this tv program in your
likes and interests targeting along
with more pizza specific themes,
‘eating out with friends’, ‘takeouts’,
‘italian pizza’.
• Education and work – you can direct
your campaign to students
in a specific university or people
with a particular level of education