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One of the components of a successful Facebook ad is without a doubt targeting.

In fact, one of the big advantages of Facebook advertising over other platforms is the extensive targeting possibilities offered to advertisers.

If you're not familiar with Facebook ads, this article should help you understand them better.

If you've already ventured onto Facebook's advertising platform, you'll learn a few things too.

When doing Facebook advertising and looking at targeting, the best way to look at it is to separate paid traffic into two categories:

People who have never heard of you. This is called cold traffic. So we target cold audiences.

People who already know you and have already had one or more interactions with your brand. This is called warm traffic. We then target warm audiences (hot or very hot).

As a general rule, when the audience is warm, the cost per action (click, engagement, conversion) is lower than that of a cold audience.

Why?

Because these people already know you.

So they are more likely to click on your ads and perform the desired action.

For example, I could very well use Facebook advertising to retarget everyone who has read this blog post.

In my ad, I could offer a similar article to this one or a free guide to download on the same topic.

Chances are you will click on my ad since you have already been exposed to my content at least once.

Conversely, if we don't know each other, I will definitely pay more for a click on that same ad.

Now that you know the difference between these 2 types of audiences, I will give you in this article 2 strategies to use to target each of these 2 audiences.

Targeting opportunity #1: Target your own (personalized) audiences

Targeting your own audiences is like retargeting.

The idea is to show a targeted message to those people who have had one or more interactions with your brand.

To do retargeting on Facebook, you need to go through custom audiences.

What is a custom audience?

A custom audience is an ad targeting option in Facebook that allows you to find all the people in Facebook who are already familiar with your business/brand.

You can create a personalized audience from

A customer file (customer listing or email list)

Traffic from your website or application

Time spent watching your videos on Facebook/Instagram

Engagement on your Facebook page or Instagram account

People who interacted with Shopping products on Instagram

...

The list goes on and on!