{"id":40788,"date":"2020-02-20T00:00:00","date_gmt":"2020-02-20T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/facebook-audience-optimization\/"},"modified":"2025-12-03T21:14:09","modified_gmt":"2025-12-04T05:14:09","slug":"facebook-audience-optimization","status":"publish","type":"post","link":"\/us\/en\/blog\/facebook-audience-optimization\/","title":{"rendered":"Facebook Audience Optimization: What it is and how to use it"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You probably know that Facebook is an excellent tool for promoting your business. <em>But do you know who you\u2019re promoting your business to on Facebook?<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">If not, you should, because those people are most likely to engage with your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The thing is, finding your ideal target audience can be a little tricky.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of factors that come into play, like their age, gender, location, and interests. If your targeting excludes any of these attributes, the engagement on your Facebook posts may be lower, making them less useful for your campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is, Facebook offers a targeting tool you can use to customize who exactly will see your posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll look at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#What exactly is Facebook Audience Optimization\"><span style=\"font-weight: 400;\">What exactly is Facebook Audience Optimization?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#audience-optimization\"><span style=\"font-weight: 400;\">Why it\u2019s useful, especially for small businesses\u00a0<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to enable Audience Optimization for a Facebook Page\"><span style=\"font-weight: 400;\">How to enable Audience Optimization for a Facebook Page<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to optimize audiences for Facebook ads\"><span style=\"font-weight: 400;\">How to optimize audiences for Facebook ads<\/span><\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udc40 \u00a0Are businesses actually fully remote right now? How many are already back in the office? Find out in our <i>State of Hybrid Work <\/i>report.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/report\/2021_state_of_hybrid_work.pdf\" data-id=\"6a0c529c4fced\" id=\"6a0c529c4fced\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a0c529c4fced.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Download report<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udcd9 Get this free report to learn how businesses are navigating hybrid work.<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a0c529c4fced.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"What exactly is Facebook Audience Optimization\"><\/a><\/p>\n<h2 style=\"padding-top: 30px;\"><b>So, what exactly is Facebook Audience Optimization?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Facebook Audience Optimization, or simply Audience Optimization, is an organic targeting tool for Facebook Pages.<\/strong> It was originally introduced to help Facebook analyze, categorize and deliver different types of content you post on your Page to the timelines of your audience based on their interests.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook breaks Audience Optimization down into these three features:\u00a0<\/span><\/p>\n<h3 style=\"padding-top: 20px;\"><b>1. News Feed Targeting<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The interests you mention here will help Facebook know to whom it should display your posts. For instance, if you\u2019re in the business of selling women\u2019s clothing and your upcoming post is about new mini skirt trends, you can put both \u201cwomen\u2019s clothing\u201d and \u201cmini skirt\u201d as interests in News Feed Targeting. All of the interests are pre-defined by Facebook, and you also get to see the audience size for each interest. This is a great way to build<\/span> <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">brand awareness<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1923 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-8.png\" alt=\"News Feed Targeting Facebook\" width=\"695\" height=\"293\" \/><\/p>\n<h3 style=\"padding-top: 20px;\"><b>2. Audience Restriction<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">This option gives you the ability to limit the visibility of your content to certain audiences. You can restrict based on age or locations such as countries, states, cities and ZIP\/postal codes. If you\u2019re a local business and you don\u2019t ship your products around the world, this will come in handy.<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1925 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-8.png\" alt=\"Restricted Audience Facebook\" width=\"631\" height=\"400\" \/><b><\/b><\/p>\n<h3 style=\"padding-top: 20px;\"><b>3. Audience Insights<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here, you\u2019ll get insight into how much engagement and reach each post has generated. This data includes the number of people who\u2019ve liked, shared, commented on, or simply clicked your content.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1926 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-8.png\" alt=\"Audience Insights Facebook\" width=\"535\" height=\"400\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">As of the writing of this post, Facebook Audience Optimization is only available for English language Pages.<\/span><\/em><\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<h2 style=\"padding-top: 30px;\"><b><a id=\"audience-optimization\"><\/a>Why Audience Optimization is useful<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re not using the tool, you\u2019re missing out on opportunities like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The ability to target specific segments of your audience, based on their exact interests.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The option to exclude anyone who\u2019s unlikely to be interested in your products or services, so you can make sure your money isn\u2019t going to those audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Data to help understand your top-performing posts, so you can create similar content in the future for your target audience\u2019s News Feed. (For example, you might find that your audience loves <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/interactive-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">interactive content<\/span><\/a><span style=\"font-weight: 400;\">.)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>The best part:<\/strong> Audience Optimization is 100% free. Plus, it only takes a few minutes to set up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Basically, if your business has a Facebook Page, there\u2019s no reason why you should go without using it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re using a communications platform, see if it\u2019ll sync up to your Facebook account to make it easy for you to keep track of messages, comments, and how your audience is interacting with you. For example, <\/span><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral collects all your interactions across every channel <\/span><\/a><span style=\"font-weight: 400;\">to give you one streamlined view of everyone you\u2019re talking to online:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><a name=\"How to enable Audience Optimization for a Facebook Page\"><\/a><\/p>\n<h2 style=\"padding-top: 30px;\"><b>How to enable Audience Optimization for a Facebook Page<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Facebook Audience Optimization will automatically be activated if your Page has more than <em>5,000 likes<\/em>. If you manage a Facebook with less than 5,000 likes, you\u2019ll need to manually enable the tool\u2014here\u2019s how.<\/span><\/p>\n<p><strong>1. Open your Facebook Page and click \u201cSettings\u201d in the top right corner.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1928 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-5.png\" alt=\"Facebook Page Settings\" width=\"695\" height=\"264\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>2. In the General tab, find the row titled \u201cAudience Optimization for Posts\u201d and click \u201cEdit.\u201d<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1985 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/fb-image-5.png\" alt=\"\" width=\"695\" height=\"366\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>3. Check the box for \u201cAllow News Feed targeting and the ability to restrict the audience for your posts.\u201d<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1930 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-5.png\" alt=\"General Tab Settings &gt; Audience Optimization for Posts\" width=\"695\" height=\"365\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>4. Click \u201cSave Changes.<\/strong><\/p>\n<h3 style=\"padding-top: 20px;\"><b>Best practices for using Facebook Audience Optimization<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve activated the tool, here are a few best practices for using it to your advantage.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>List organizations and websites that are relevant to your content as interests.<\/strong> For instance, if you\u2019re posting about cupcakes, you can list \u201cLove Bakes Good Cakes\u201d as an interest alongside the general interests. This will tell Facebook to show your post to people and companies who might have an overlap with the content of your post.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Add the name of the city where your business is based<\/strong> in the Locations section of News Feed targeting. Unless you\u2019re aiming to go global, taking this step will restrict the delivery of your content to a local audience. If you operate out of a brick-and-mortar shop, this can be an effective way to gain new customers. For local businesses, setting up <a href=\"https:\/\/integrately.com\/integrations\/facebook-lead-ads\/gmail\">Facebook lead ads to Gmail integration<\/a> lets you receive leads directly in Gmail for faster follow-ups<\/span><\/li>\n<li><b><span style=\"font-weight: 400;\"><strong>Use the Restricted Audience feature<\/strong> to target ages who are most likely to buy your product or service. For example, if you\u2019re selling products targeted towards married couples, it\u2019d be best to choose 25+ since most people don\u2019t get married <\/span><a href=\"https:\/\/www.thebalance.com\/what-is-the-average-age-of-marriage-in-the-u-s-4685727\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">until they get to this age<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/b><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Use Audience Insights to learn about which segments<\/strong> of your audience are engaging with your content, then choose them as your Restricted Audience to maximize the reach and engagement of your Facebook posts. (The more people who like and comment on your posts, the more it gets shown to a wider audience. Kind of like a virtuous cycle.)\u00a0<\/span><\/li>\n<\/ul>\n<p><a name=\"How to optimize audiences for Facebook ads\"><\/a><\/p>\n<h2 style=\"padding-top: 30px;\"><b>How to optimize audiences for Facebook ads<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s no Audience Optimization tool available for Facebook ads yet. But, you can still target your ads to a specific audience by using the \u201cAudiences\u201d tool in your Facebook Ads Manager. Here\u2019s how to access it:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Go to your <\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Ads Manager dashboard<\/span><\/a><\/li>\n<li><span style=\"font-weight: 400;\">Click the three horizontal lines at the top left corner\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Now click \u201cAll Tools\u201d and find the \u201cAssets\u201d tab\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Click \u201cAudiences\u201d to launch the tool<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1931 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-5.png\" alt=\"Facebook Ads Manager dashboard &gt; Audiences\" width=\"695\" height=\"353\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The tool lets you choose from three types of audiences:\u00a0<\/span><\/p>\n<ul>\n<li><a href=\"#Saved Audiences\"><b>Saved Audiences<\/b><\/a><\/li>\n<li><a href=\"#Custom Audiences\"><b>Custom Audiences<\/b><\/a><\/li>\n<li><a href=\"#Lookalike Audiences\"><b>Lookalike Audiences<\/b><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Each of these audience types comes with plenty of filters to help define the perfect target audience for your ad campaigns. Here are a few recommendations on how to use them for your business:\u00a0\u00a0<\/span><\/p>\n<p><a name=\"Saved Audiences\"><\/a><\/p>\n<h3 style=\"padding-top: 20px;\"><b>Saved Audiences<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Saved audiences allow you to target specific ages, income levels, behaviors, locations, interests, and other criteria. You can create a Saved Audience both in the Audience Manager and during the campaign setup stage.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1932 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-2.png\" alt=\"Audience Manager &gt; Create a Saved Audience\" width=\"590\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Interests and behaviors are the easiest ad targeting options as they let you target people especially interested in something related to your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, you could target people interested in your product\u2019s niche or industry, or competitors and market leaders. Interests are based on Facebook users\u2019 real-world interests, the Pages they\u2019re liked, apps they use, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Behaviors let you target ads to people&#8217;s purchase history, events they like, etc. As an example, you can display your ads to Facebook users who\u2019ve clicked on your Page\u2019s call-to-action button \u201cShop Now\u201d in the past week. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Other random behaviors you can experiment with include:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Are they an expat living in the US, India, or anywhere in-between?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Do they classify as frequent international travelers?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What model of iPhone are they using?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Do they own small business pages on Facebook?<\/span><\/li>\n<\/ul>\n<div class=\"tip\">\n<p class=\"tip-heading\"><b>Pro-tip:<\/b><\/p>\n<p><span style=\"font-weight: 400;\"> Combine demographics, interests and behaviors to get a narrower target audience, or exclude people from your target who match certain interests. For instance, a local steakhouse would likely narrow its targeting to potential diners, and exclude vegans if they don\u2019t have vegan entrees on the menu.<\/span><\/p>\n<\/div>\n<p><a name=\"Custom Audiences\"><\/a><\/p>\n<h3 style=\"padding-top: 20px;\"><b>Custom Audiences<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Custom Audiences are one of Facebook\u2019s best options for advertising to a niche audience. This targeting feature lets you target ads to the exact people that you know are interested in your business, including:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">People who\u2019ve visited your website<\/span><\/li>\n<li><span style=\"font-weight: 400;\">People who\u2019ve subscribed to your email list\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">People who\u2019ve engaged with your content on Facebook<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To create a Custom Audience, go to your Facebook Ads Manager\u2019s dashboard, click \u201cAudiences,\u201d and then click \u201cCreate a Custom Audience.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first type of Facebook Custom Audience is based on your website traffic. This requires you to install the <\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/952192354843755?id=1205376682832142\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Facebook Pixel<\/span><\/a><span style=\"font-weight: 400;\"> in the CSS of your website. Once you\u2019ve installed the Pixel, you can simply open the Audiences tool in your Facebook Ads Manager and choose a Custom Audience to target. Facebook will let you choose from multiple audiences to serve your ads to:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1933 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9-3.png\" alt=\"Targeting audience in Facebook Ads\" width=\"598\" height=\"270\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You can also choose to create a Custom Audience based on your existing customer files (like lists of their phone numbers, email IDs or Apple accounts). These file sources are an easy way to target your newsletter subscribers (Facebook will display your ads to people whose email addresses match the email addresses present on your list).<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1934 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image13-3.png\" alt=\"Custom Audience based on customer files\" width=\"695\" height=\"304\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Lastly, you can also target the people who\u2019ve engaged with your business on Facebook, such as sending a message on your Page or clicking on your ads. This gives you the perfect opportunity to target prospective customers who are interested in knowing more about your product or service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The latest update to this Custom Audience gives you the ability to target people who have taken one of these actions:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1936 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image11-3.png\" alt=\"Latest custom audience update to target people\" width=\"584\" height=\"274\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">With each of these Custom Audiences, you can remind people about specific products they\u2019re interested in. So let&#8217;s say someone has spent time looking at <a href=\"https:\/\/www.ringcentral.com\/lp\/small-business-phone-service.html\">business phone services<\/a>, <a href=\"https:\/\/www.ringcentral.com\/contact-center\/interactive-voice-response.html\">IVR<\/a> or <a href=\"https:\/\/www.ringcentral.com\/ccaas.html\">CCaaS<\/a>: that interest can be followed up with additional coverage about those specific products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, GoSupps, a company selling nutritional supplements at competitive prices, used Custom Audiences to target people <\/span><a href=\"https:\/\/www.facebook.com\/business\/success\/gosupps-com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">who visited its website<\/span><\/a><span style=\"font-weight: 400;\">. Its ads featured the same products that the Custom Audience had browsed during their previous visit. Combined with other retargeting tactics, the strategy allowed GoSupps to increase campaign ROI by four times, with a 30 percent lower cost per action compared to previous campaigns.\u00a0<\/span><\/p>\n<p><a name=\"Lookalike Audiences\"><\/a><\/p>\n<h3 style=\"padding-top: 20px;\"><b>Lookalike Audiences<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, you can create a Lookalike Audience to target the people who share some of the same qualities as your existing <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">happy customers<\/span><\/a><span style=\"font-weight: 400;\">. This allows you to get your product or service in front of Facebook users who haven\u2019t seen it yet but are very likely to be interested in it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To create a Lookalike Audience, you first need to set up a Custom Audience to let Facebook know what type of people you want to reach. Then, go to your Ads Manager and select \u201cCreate a Lookalike Audience\u201d from the Audiences menu. You should now be able to choose a target country and a percentage (1%-10%) of the selected country\u2019s Facebook users.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1937 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image12-4.png\" alt=\"Create a Lookalike Audience\" width=\"695\" height=\"397\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">A 1% Lookalike includes the people who are most similar to your Custom Audience. Increasing the Lookalike percentage will create a wider audience, but it dilutes the effectiveness. If you\u2019re aiming for a pretty high level of similarity, go for a 1% Lookalike Audience.\u00a0<\/span><\/p>\n<h3 style=\"padding-top: 20px;\"><b>Bonus: the best audience size for Facebook ads<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The recommended audience size for Facebook ads is around <\/span><a href=\"https:\/\/www.buildingsocialproof.com\/blog\/news\/best-facebook-advertising-audience-size\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">500,000 to 1,000,000 people<\/span><\/a><span style=\"font-weight: 400;\">. Although this may look broad, Facebook\u2019s algorithms are designed to shuffle through your target audience and find the people who are most likely to complete your intended action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, if you\u2019re targeting a local audience, then you might get away with targeting a smaller number of people, because you\u2019ve already pre-qualified them based on your location. That being said, you should always have an audience of at least 10,000 people to make sure you\u2019re giving enough data to the algorithms.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"padding-top: 30px;\"><b>How will you start optimizing your Facebook audiences?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s the thing. You probably won\u2019t create the perfect Facebook audience in one go. In order to serve great ad campaigns that get clicked (and talked about), you need to optimize and test your audiences consistently (and you\u2019ll need to update your Custom Audiences regularly to reflect changes in your subscribers and customers).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Begin your Facebook Audience Optimization journey by learning how to use the platform\u2019s native tools for posts and ads. Look for opportunities to target audiences that your competitors and other businesses in your industry might be neglecting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And remember, above all, focus on serving personalized content that matches the interests, behaviors, and preferences of your potential customers\u2014not just what <\/span><i><span style=\"font-weight: 400;\">you <\/span><\/i><span style=\"font-weight: 400;\">think is interesting.<\/span><\/p>\n<p>If you&#8217;re interested in other <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/social-media-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">social media best practices, check out this post<\/a>\u2014it covers not only Facebook, but also Instagram, Twitter, Pinterest, and more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You probably know that Facebook is an excellent tool for promoting your business. But do you know who you\u2019re promoting your business to on Facebook? If not, you should, because those people are most likely to engage with your content. The thing is, finding your ideal target audience can be a little tricky.\u00a0 There are &#8230;<\/p>\n","protected":false},"author":29,"featured_media":40801,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[343,17933,17934,2058],"class_list":["post-40788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-facebook","tag-facebook-audience","tag-facebook-audience-optimization","tag-facebook-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Facebook Audience Optimization: What it is and how to use it | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Facebook Audience Optimization is one of the best tools you have for marketing on a budget. 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