The #1 mistake most marketers make with Facebook ads is not targeting them correctly.
Facebook’s ad targeting options are unparalleled. On Facebook, you can target users by:
Each option can be useful, depending on your audience. Most marketers should focus on location, age, gender, and interests.
Location allows you to targets users in the country, state, city, or zip code that you service.
Age and gender targeting should be based on your existing customers. If women 25-44 are the bulk of your customers, start out only targeting them. If they prove to be profitable, you can then expand your targeting.
Interest targeting is the most powerful but misused feature of Facebook ads. When creating an ad, you have two options: broad categories or precise interests.