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Supercharge Your Facebook Ads With Layered Audiences – Step By Step Guide

Social Networking For Students

This is one of those posts that I’m super excited about writing.

Not just because it’s packed with great information, but because I’ll show you a trick that you can use right away to save money on your Facebook ads, sending your conversion rates through the roof.

Intrigued? Good.

I’m talking about layering audiences, using Facebook’s “Narrow Audience” feature.

Layering your audiences lets you to get super specific in who you serve your ads to, allowing you to serve the perfect ad to your perfect potential customer.

Confused? Hopefully this hideous graphic will clear things up. The ‘High Converting Traffic’ is your third, layered audience.

Here’s an example:

Let’s say that you want to sell a vacation package that includes both a day of golf and a day of fishing. In the native Facebook ads manager, your targeting may look like this:

  • United States
  • Men
  • 35-55 years old
  • Interests: Golf OR Fishing

Potential Reach: 6,200,000 people

That means that any male between the ages of 35-55 years old that lists either golf OR fishing could potentially be served your ad; do you see the problem? What if you’re serving ads to someone who likes only golf, or only fishing? They most likely won’t want to pay for your vacation package. You’re wasting money!

By using the ‘Narrow Audience’ feature in the Power Editor, the targeting criteria would look like this:

  • United States
  • Men
  • 35-55 years old
  • Interests: Golf AND Fishing

Potential Reach: 2,300,000 people

See the difference? Your potential reach is almost 1/3 the size of your original audience! Instead of showing ads to people who may only like golf OR fishing, you’re serving ads to a more qualified audience – men who like both golf AND fishing.

Once you’re inside the power editor and are ready to create a new ad set, follow these steps*:

*Unfortunately, this is one of those features that’s only included in the power editor, and not the native ads manager.

step 1: Select ‘Edit Audience’ in your new ad set.

Here’s what it looked like for me:

Step 2: In the ‘Detailed Targeting’ Section, Enter Your First Audience Criteria

In this example, we’re going to use the interest “Golf”.

Step 3: Click On The ‘Narrow Audience’ Option

See how now it gives you the option to add a second interest that someone must match in order to fit our target audience criteria?

Step 4: Add Your Second Interest

For this example, we’ll add fishing. Now only people who have both Golf AND Fishing stated as interests will get shown my ad.

You did it! Layered audiences in the Facebook power editor.

If you want to get even more specific, and want to include more than two interests, you can use the ‘Narrow Further’ feature. I’m not really sure how many interests it will let you add, so play around with this and let me know.

What’d you think? Comment below and let me know if you’ve used layered audiences in your Facebook ads.

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