Facebook & Instagram advertising is brilliant and well worth investing in. But there are so many options and it keeps changing, so I have written this blog to help you understand the options for your target audience.

Core Audiences

The standard traditional audience, the more defined your audience is the better your marketing message and the better click through rate you will get. You will usually use a combination of the below groups.

You can define you core audience in the following ways:


Town, City, Country


Age, gender, Education, Relationships Status, Job Title and more


Hobbies & Interests


Prior purchases, Behaviours, device usage and other activities


People who are you connected with on Facebook. E.g. the friends of people who like your page.

Custom Audiences

Custom Audiences are built from customer data that you already have on hand – or can easily get – making it easy to reconnect with the people who have already shown interest in your business.

Contact Lists

With data from your CRM system or customer contact lists – such as phone numbers or email addresses – you can connect with your customers and contacts on Facebook.

Website Visitors

Using the Facebook pixel– a snippet of code that you install on your website – you can create a Custom Audience of people who have visited your website. You can even use the website traffic data to show people ads for things that they’ve shown interest in on your website. Read my previous blog about how to use the Facebook Pixel.

App Users

The Facebook SDK 0 a snippet of code that you install in your app – lets you create a Custom Audience of people who use your app, so you can inspire them to return to a game or view an item that they may be interested in buying.

Lookalike Audiences

Lookalike Audiences helps you find people on Facebook who are similar to your customers or contacts. It’s a powerful tool that uses the insights that you’ve gained from marketing on Facebook to increase your chances of reaching people who might be interested in your business. Using an example persona of your typical customers you can attract more people like you customers.


These work for both Instagram & Facebook think about the audience you’d like to market too and give these a try. If you are a complete newbie to Facebook Advertising I recommend starting with core audiences.

If you would like any help with your Facebook Advertising drop me (Emily) an e-mail contact@onlinetoolbox.co I look forward to helping you.