learn.llmdecode.com

SOP-074

How To Select Your Meta Ads Targeting

Select a solid targeting option for your Ad, based on data that is available to you and that takes into account other audiences that you are targeting across your account

Facebook Ads Paid

Type SOPs · PDF

Execution time 5 - 30 mins

Last updated 10 April 2025

Who does this The person responsible for paid advertising

Length 14 pages

Unlock the library ~~₹ 6,999.00~~ ₹ 3,999.00

0% complete

Ticks are kept in this browser, so you can stop and come back.

Details

Reference: SOP-074
Section: SOPs
Format: PDF
Tagged: Tags Paid
Platform Facebook Ads

Goal

To select the right audience to use on your Meta Ads’ Ad Sets

Ideal outcome

Select a solid targeting option for your ad based on the data available to you while also considering other audiences targeted across your account

Why it matters

Your Ad Set’s audience can make or break your campaign

Before you start

You need to have a Meta Ads account. If you don’t have one yet, you can follow SOP 010 (web version). Depending on the audience you are targeting, you might need to have Meta Pixel running on your website and your conversions set up. If you don’t have Meta Pixel yet, you can follow SOP 005 (web version) (or SOP 068 (web version) if you’re using Shopify) and SOP 017 (web version) to start tracking your conversions

Key steps 9 steps

1 Pick one of the following options depending on what is available to you. It’s also possible to use a combination of the below:
2 Using SimilarWeb (Free, no email required)
3 Using industry reports or market research (free or paid depending on the source)
4 Start by selecting the smallest lookalike percentage possible (1%) and only increase it if you have already found that audience to be successful and you want to try and scale it without moving to a different one.
5 To create lookalike audiences, you can follow SOP 031: How to create a lookalike audience (web version)
6 Make sure you have also selected the correct location and demographics:
7 If you don’t want to show your ad to an audience that already took your desired action, make sure you exclude that segment from your Audience.
8 In Meta Ads Manager, click on the "All Tools" found on the sidebar and click “Audiences”.
9 Select the audiences that you will be analyzing and then click “Show Audience Overlap”.

What is inside 25 headings

1 Important notice

2 Before you start

3 Core Audiences

4 Custom Audiences

5 Lookalike Audiences

6 Follow the LLM Decode Facebook Ads Audience selection decision tree

7 Defining your audience

8 General Rules of Thumb

9 Defining Your Core Audiences 1

Pick one of the following options depending on what is available to you. It’s also possible to use a combination of the below:

10 Option 1: Use customer avatars (personas)

11 Option 2: Use industry reports or competitive data. 2

Using SimilarWeb (Free, no email required)
Using industry reports or market research (free or paid depending on the source)

12 Option 3: Target competitors or pages with complementary services/products

13 Defining your custom audiences

14 Defining your lookalike audiences 2

Start by selecting the smallest lookalike percentage possible (1%) and only increase it if you have already found that audience to be successful and you want to try and scale it without moving to a different one.
To create lookalike audiences, you can follow SOP 031: How to create a lookalike audience (web version)

15 Use targeting layers 2

Make sure you have also selected the correct location and demographics:
If you don’t want to show your ad to an audience that already took your desired action, make sure you exclude that segment from your Audience.

16 Checking for audience overlap 2

In Meta Ads Manager, click on the "All Tools" found on the sidebar and click “Audiences”.
Select the audiences that you will be analyzing and then click “Show Audience Overlap”.

The document 14 pages

The file is locked

It comes with the SOP Library.