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Master Your Facebook Avatar Targeting Strategy

How to Master Your Facebook Avatar Targeting Strategy


1.45 billion people log onto Facebook every day, making Facebook ads a wonderful, cost-effective tool when it becomes time to promote your products to a wide range of people.

As Facebook itself is fond of saying, when advertising over its platform:

“The key to Facebook marketing success can be summed up as: “Show the right message to the right people.”

Assuming you know who is your ideal (avatar) customer, and what their needs are, here is how you can strategically and effectively target your ads to maximize your sales, and revenue when reaching out to your avatars.

Fortunately, Facebook’s advanced targeting system helps you cut through the clutter to find and reach out to your ideal customer, and like all campaigns, your advertising promotions should have a predetermined set of bottom-line objectives, starting with…

Facebook Ad Campaign Goals

A powerful message does more than present a product, it creates a connection with your prospective customer and demonstrates how your product may help to solve their problem(s), reach their goals, and make their life happier and more comfortable.

*It’s worth noting that good ads also often evoke emotions and feelings.

For example, if you are writing an ad to market a laptop bag, it may be beneficial to point out:

  • How this bag can protect the expensive laptop
  • How comfortable it is and/or how luxurious the finish feels to the touch.

Facebook provides businesses with an opportunity to test a wide variety of targeting types so you can find the most cost-effective way to drive leads and sales.

Here are the top Facebook (category) targeting options.

The targeting options can be divided into 2 categories:

  1. Cold Traffic
  2. Retargeted Traffic

1. Cold traffic.

These are prospects who are not aware of your product or brand and have never been to your website or Facebook fan page.

Marketing to these audiences helps you increase your brand awareness and recognition.

Facebook allows you to target people based on the following:

  • Interests and Brands – pages, events, businesses users follow (e.g. target people who like “Facebook Business page”).
  • Life events and some profile status – e.g. people who are recently engaged or have children.
  • Age and gender.
  • People at a specific location – from an entire continent down to a 1-mile radius.
  • People who speak a certain language.
  • Lookalike Audiences – Lookalike audiences are a very useful type of targeting where you can request Facebook to serve ads to people who are similar to an audience you provide.

For example, you can easily download the emails of your previous customers from your BigCommerce site and then upload them to Facebook.

bigcommerce export template

2. Retargeted traffic.

These are people who visited your website and/or came in contact with your brand.

These include:

  • Website visitors, including people who visited specific pages.
  • Facebook video viewers.
  • People who engaged with any of your organic posts or ads.
  • Facebook page likes.
  • A custom list that you upload to Facebook, for example, people who signed up to your newsletter.

You can show these visitors ads that remind them of products they saw on your site.

Your ads can be generic ads referencing your various products, or they can be dynamic ads that promote all your products.

Audiences and Levels of Awareness

Every time you create an ad campaign, you naturally expect something from this campaign (sales, views, comments) and you ask a prospective customer to take a specific action.

It’s critical to set up measurable and realistic goals and expectations for your campaign and your potential customer. This is where empathy comes into play.

A successful Facebook campaign begins by:

  1. First, by targeting the right people,
  2. Second by acknowledging and connecting with them and…
  3. Third, giving them a realistic call to action.

*Inside Tip

You need to realize that retargeting campaigns will almost always outperform cold traffic campaigns. The primary objective of a cold traffic campaign is to introduce your product and create trust.

Then follow-up with a retargeting campaign to move into more “direct sales” style ads!

For Your Next Campaign, Answer These Questions

My ideal customer is:



How does my product make the buyer’s life easier, happier or solve a problem they are having?





Am I targeting cold traffic? _____YES _____NO

If so, what wording can I use to introduce viewers to my product and business?





Am I targeting retargeted traffic? _____YES _____NO

If so, what wording can you use to remind them of the products they have seen on your site?





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