Facebook has possibly the most audience targeting options of any of the accessible advertising platforms.

You can target people based on simple criteria like region, gender, or age, as well as other Facebook-built categories and/or what Facebook refers to as “interests.”

Additionally, you may upload a customer list, an email list, or any other list you possess into Facebook and utilize it as an audience.

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You can also request that Facebook build a “lookalike” audience based on an audience you’ve built. When you do this, you’re basically telling Facebook to locate you more individuals who share your interests. You can also choose how closely the doppelganger should resemble your target audience.

Always double-check your geographic target options when using Facebook audiences and targeting – it will default to the entire United States, for example, and many advertisers don’t want to target the entire United States!