Facebook Audiences & Targeting

Updated 4 months ago ​by Christopher McHale

A complete list of your targeting (retargeting) options on Facebook.

Facebook advertising enables agents to have very powerful targeting opportunities. In this article, we'll talk about the several different ways you can target people who already know your business. These targeting options are different than setting up ads via the "likely to move soon" options Facebook provides.

We'll break these out into three categories:

  1. Website Retargeting
  2. Email List, Past Client List, Database Retargeting
  3. Lookalike audiences

1 | Website Retargeting

Facebook gives you one Pixel per ad account. You can find it here: https://www.facebook.com/ads/manager/pixel/facebook_pixel/ 

This is a piece of code that tells Facebook who has been to your website.

You should copy this code and put it into the Pixel section on your LeadSite: 

This now gives you the option to show ads only to people who've already been to your website. 

Additionally, let's say you have buyer or seller articles on your website. You can create custom audiences of just people who've visited those URLs. 

Simply go to here: https://www.facebook.com/ads/manager/audiences/manage/ 

And create an audience based off of who has visited your specific pages.

Here's a video walking you through that:

2 | Email, Past Client, Database Retargeting

You can also upload lists of past clients and target those individuals on Facebook. You go to this url:  https://www.facebook.com/ads/manager/audiences/manage/ And select "Customer File"

This is a powerful way to show your ads directly to individuals who already know your business.

3 | Lookalike audiences

Finally, Facebook allows you to create Lookalike audiences of everything we've discussed above. These are groups of people that look like the audience you've already created.

For example, you can create:

  1. A look alike audience of all your website traffic
  2. A look alike audience of people who read your blogs
  3. A look alike audience of your email list
  4. A look alike audience of your past clients
  5. A look alike audience of anyone in your gmail/outlook
  6. A look alike audience of people who like your Facebook page

To do this, go to: https://www.facebook.com/ads/manager/audiences/manage/ 

And select: 

Look alike audiences replace the need to setup age, salary, location, likely to move, and other targeting options. They also generally convert to your ads very well.


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