Facebook Ads Targeting for Beginners: Exploring Different Options for Businesses

In this article, “Facebook Ads Targeting for Beginners: Exploring Different Options for Businesses,” the speaker discusses various targeting options for different types of businesses. He specifically focuses on the changes in targeting options for real estate agents and housing ads, suggesting leaving the age and gender open-ended for local businesses. He also highlights the use of Facebook’s Audience Insights tool to find ideal customers and the strategy of creating multiple lookalike audiences instead of just a 1% audience. Additionally, he emphasizes the importance of follow-up in lead generation and encourages viewers to like and subscribe to the channel for more videos on this topic.

The video by Jason Wardrop provides step-by-step guidance on Facebook Ads targeting, catering to complete beginners and offering advanced targeting options as well. If you are a local business, the speaker advises on targeting options specifically for the real estate market. For those in the housing market, he mentions the changes in targeting options and the importance of choosing the right marketing objectives. He also shares valuable tips on using Facebook’s Audience Insights tool and creating custom audiences through the Facebook pixel or customer lists. In addition, he suggests leaving the age and gender open-ended for better results and emphasizes the significance of follow-up in lead generation.

Targeting options for different types of businesses

When it comes to Facebook Ads targeting, different types of businesses have different needs and objectives. In this comprehensive article, we will explore the targeting options that are most effective for real estate agents and housing ads, as well as for local businesses. We will also discuss how to use Facebook’s Audience Insights tool to find ideal customers and better understand audience demographics. Additionally, we will delve into the concept of custom audiences and how to create them using the Facebook pixel or customer lists. We will then explore the benefits of creating multiple lookalike audiences to expand reach beyond the 1% audience. Finally, we will cover the importance of lead generation and follow-up strategies, as well as ways to encourage engagement and growth on Facebook. So let’s dive in and discover how to target your ads effectively on Facebook.

Real estate agents and housing ads

For real estate agents and those advertising housing-related products or services, Facebook Ads targeting has undergone some changes. Facebook now requires a special ad category for housing ads, including those related to real estate, credit, and employment. This means that if you are a real estate agent, you need to check the appropriate box when creating your campaign. While these changes limit some targeting options, they are not a cause for concern. In fact, it’s been found that the four targeting options provided by Facebook work best for this niche. When setting up your targeting, remember to select the specific city or area you operate in, and choose to target people who live in that location. You can also set a radius for your targeting, with a minimum of 50 miles. It’s also worth noting that age and gender should be left open-ended, as Facebook’s algorithm can optimize the targeting based on who is actually engaging and responding to the ads.

Local businesses

Local businesses, such as hair salons, restaurants, or gyms, have slightly different targeting needs than real estate agents. When creating a campaign for a local business, it’s not necessary to check the special ad category for housing ads. Instead, focus on the traffic objective to drive people to your website or physical location. Targeting for local businesses can be done by selecting the city or area where your business is located. It’s advisable to leave the age and gender targeting open-ended, as Facebook’s algorithm works better with larger audiences. This allows Facebook to optimize the targeting and show your ads to the most relevant and engaged users. By leaving the audience open-ended, you give your business the best chance to reach a wider pool of potential customers.

Using Facebook’s Audience Insights tool

Facebook’s Audience Insights tool is a powerful tool that can help you find your ideal customers and better understand the demographics of your audience. To use this tool, start by selecting “Everyone on Facebook” as your audience to start from scratch. This is especially useful if you are a national brand or starting a new business without any existing audience. You can then choose to target people in specific regions or countries. The tool provides valuable insights into age, gender, relationship status, education level, and job title. However, the real power of the Audience Insights tool lies in its ability to show you the types of pages that people in your target audience like. By analyzing these pages and interests, you can refine your targeting and focus your ads on the pages and interests that align with your ideal customer base. This ensures that your ads are seen by the people most likely to be interested in your products or services.

Custom audiences

One highly effective way to target your ads on Facebook is by using custom audiences. These audiences are created based on specific criteria, such as website visitors, customer lists, or interactions with your Facebook page or app. By using custom audiences, you can reach people who are already familiar with your brand and more likely to engage with your ads. To create a custom audience, you can use the Facebook pixel, a small piece of code that tracks user behavior on your website. The pixel can be installed on every page of your website and allows you to track actions such as page views, purchases, and add-to-carts. This data can then be used to create custom audiences and target your ads to people who have already shown interest in your business. Additionally, you can upload customer lists, including email addresses or phone numbers, to create custom audiences. This is particularly useful for retargeting or reaching existing customers with new offers or updates.

Utilizing the Facebook pixel

The Facebook pixel is a powerful tool that enables you to track user behavior on your website and optimize your ad campaigns accordingly. By installing the Facebook pixel on your website, you gain insights into the actions users take, such as making a purchase or completing a form. This data can be used to create detailed custom audiences and improve the targeting and effectiveness of your ads. The Facebook pixel also tracks conversions, allowing you to measure the success of your campaigns and make data-driven decisions. By utilizing the data generated by the pixel, you can optimize your ad campaigns and make adjustments to improve their performance. The pixel also enables you to create dynamic ads that automatically show the most relevant products to users based on their browsing behavior on your website. This level of personalization can greatly increase the effectiveness of your ads and drive more conversions.

Using customer lists

Another way to create custom audiences is by uploading customer lists to Facebook. If you have a database of customer email addresses or phone numbers, you can leverage this data to target your ads. By uploading the customer list to Facebook, you can create a custom audience that consists of your existing customers. This allows you to reach out to your customers with special offers, updates, or promotions. Additionally, you can create lookalike audiences based on your customer list, which are groups of people who have similar traits and behaviors to your existing customers. This expands the reach of your ads to a larger audience that is likely to be interested in your products or services. Using customer lists in conjunction with other targeting options can help you create highly effective ad campaigns that resonate with your target audience.

Multiple lookalike audiences

Creating multiple lookalike audiences is a strategy that can greatly enhance the reach and effectiveness of your Facebook ads. A lookalike audience is a group of users who share similar traits and behaviors with your existing customers. By creating multiple lookalike audiences, you can expand your reach beyond the 1% audience that Facebook initially provides. Typically, a 1% lookalike audience consists of the top 1% of users who resemble your existing customers the most. While this can be effective, creating additional lookalike audiences allows you to target users who may be slightly different but still share similar traits to your ideal customer. This increases the pool of potential customers who will see your ads, thus maximizing your reach and potential impact. Experimenting with different lookalike audiences can help you find the right balance and reach a broader audience while still maintaining relevance.

Benefits of creating multiple lookalike audiences

Creating multiple lookalike audiences offers several benefits for your Facebook ad campaigns. Firstly, it allows you to reach a larger audience that shares similar traits and behaviors with your existing customers, increasing the chances of driving conversions and sales. Additionally, by expanding your reach beyond the 1% audience, you have the opportunity to discover new potential customers who may not have been reached with a narrower targeting approach. This can lead to brand growth and increased engagement with your ads. Moreover, testing different lookalike audiences can provide valuable insights into the preferences and behavior of different customer segments, allowing you to tailor your messaging and creative to better resonate with each audience. Overall, creating multiple lookalike audiences is a powerful strategy for maximizing your ad campaign’s reach and effectiveness.

Lead generation and follow-up

Lead generation is a crucial aspect of any successful marketing campaign, and Facebook Ads can be a powerful tool for capturing leads. However, generating leads is just the first step. Follow-up is equally important and can significantly impact your conversion rates. It’s essential to have a well-defined follow-up strategy in place to nurture leads and guide them down the sales funnel. This can include tactics such as email marketing, retargeting ads, or personalized messaging. By engaging with your leads and providing them with valuable content or offers, you can build trust and increase the likelihood of conversion. Additionally, implementing automated follow-up sequences or using chatbots can streamline the process and ensure that no leads slip through the cracks. Remember, lead generation is only effective if followed up with a well-executed follow-up strategy.

Importance of follow-up in lead generation

Follow-up plays a critical role in lead generation as it allows you to stay top of mind with potential customers and guide them through the sales process. Many leads require multiple touchpoints before they are ready to make a purchasing decision. By regularly following up with leads, you can provide them with additional information, answer any questions they may have, and address any concerns. This builds trust and establishes your brand as a reliable source of information. Additionally, consistent follow-up demonstrates your commitment to customer service and can help differentiate you from your competitors. Without an effective follow-up strategy, leads may lose interest or choose a competitor who is more proactive in their communication. Thus, follow-up is an essential component of successful lead generation and conversion.

Effective strategies for follow-up

There are several strategies you can employ to ensure your follow-up efforts are effective and yield positive results. Firstly, consider implementing automated email sequences that deliver valuable content to your leads over time. This can help educate them about your products or services and build a relationship with them. Additionally, retargeting ads can be a powerful way to re-engage leads who have shown interest in your brand but haven’t yet converted. By displaying targeted ads to these leads, you can remind them of your offerings and encourage them to take the next step. Personalized follow-up messages, whether through email or social media, can also make a significant impact. By addressing leads by name and tailoring the messaging to their specific interests or pain points, you demonstrate a genuine interest in their needs and increase the chances of conversion. Lastly, consider using chatbots to automate some aspects of your follow-up. Chatbots can provide instant answers to frequently asked questions and assist leads in their decision-making process, saving time and resources while still providing a personalized experience.

Encouraging engagement and growth

Engagement and growth are crucial for a successful Facebook presence. Having engaged followers who interact with your content can lead to increased brand awareness, conversions, and customer loyalty. One of the primary metrics of engagement on Facebook is the number of likes and subscriptions on your page. Likes demonstrate that users appreciate your content and trust your brand, while subscriptions ensure that users see your updates in their newsfeeds regularly. It’s essential to focus on growing your audience by encouraging users to like and subscribe to your page. One effective way to do this is by providing valuable and engaging content that resonates with your target audience. This can include informative blog posts, entertaining videos, or exclusive offers. Additionally, actively participating in discussions and responding to comments can foster a sense of community and encourage users to engage with your brand. By consistently producing quality content and engaging with your audience, you can build a loyal following that supports your business and drives growth.

Importance of likes and subscriptions

Likes and subscriptions on your Facebook page are not just vanity metrics; they play a crucial role in the effectiveness of your Facebook marketing efforts. Firstly, likes contribute to social proof, which is the idea that people are influenced by the actions and opinions of others. When users see that your page has a significant number of likes, they are more likely to trust your brand and perceive it as popular and credible. This can lead to increased engagement, as users are more likely to like, comment, and share your content. Moreover, subscriptions ensure that your updates appear regularly in users’ newsfeeds. With the constantly changing Facebook algorithm, it’s essential to have a dedicated audience who consistently sees your content. By encouraging subscriptions, you increase the chances of your posts reaching a larger audience and driving engagement. This, in turn, can lead to increased website traffic, conversions, and ultimately, business growth.

Building a loyal audience

Building a loyal audience on Facebook is a long-term strategy that requires consistency, quality content, and active engagement. To build a loyal audience, start by defining your target audience and tailoring your content to their needs and interests. Understand what types of content resonate with your audience and focus on producing more of it. It’s also important to engage with your audience by responding to comments, asking questions, and participating in discussions. This fosters a sense of community and encourages users to actively engage with your brand. Additionally, consider offering incentives or exclusive content to your followers, such as discounts or behind-the-scenes access. This rewards their loyalty and makes them feel appreciated. By consistently providing value, actively engaging with your audience, and offering unique experiences, you can build a loyal following that supports your business and helps drive its success.


Facebook provides a wealth of targeting options for different types of businesses, from real estate agents and housing ads to local businesses and national brands. By understanding these targeting options, utilizing Facebook’s Audience Insights tool, and creating custom audiences, businesses can effectively reach their ideal customers and drive conversions. Additionally, creating multiple lookalike audiences and implementing an effective follow-up strategy are key strategies for expanding reach and nurturing leads. By encouraging engagement and growth, businesses can build a loyal audience that supports their brand and helps drive business growth. With these strategies in place, businesses can take full advantage of Facebook’s advertising capabilities and achieve their marketing objectives.