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I have a bit of a conundrum. I'm trying to target Facebook ads to potential consumers of a brand (whose page I don't control), but wouldn't appear in the targeting for that brand and the demographics of this brand aren't remarkable (none of the metrics available in audience insights over or under indexes on a particular audience). For example, I'm Pepsi and want to target potential Coke customers, but not people who Facebook defines as liking Coke.

  • SS

    Saher Shodhan

    about 4 years ago #

    It's difficult to do this directly because by definition this is information that FB doesn't know. However what you can try doing is looking the audience of people who like the Coke page and going to the "Pages" tab to see what other pages they like.

    Then go in to your ad manager, create a campaign targeting people of those pages and set it up to exclude Coke from the list. Again, this is at most a basic approximation.

    I might be able to help more if you could tell me what exactly you're looking to achieve through this!

    All the best!

  • AM

    Aditya Maheshwari

    about 4 years ago #

    The best way to do this would be through Lookalike Audiences -

    1. Upload a list of your customers and create a Lookalike Audience around it.
    2. Create a Lookalike Audience from your website visitors data as captured by the Facebook Pixel.

    A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to people who already are.

    Can help you better if you give me more context! Hope you kick some ass with Facebook Marketing. :)

  • DV

    Dina Volkova

    about 4 years ago #

    As @mahe_adi said, in your case, Lookalike is the best way to effectively expand your target audience.

    In two words, Lookalike it is a special Facebook algorithm that analyzes your audience and delivers advertisements to users that are similar to yours in terms of their behavior, interests and other characteristics. This algorithm works best if you already have a large individual user database or conversions on a certain geo. But even if you do not yet have a steady stream of consumers, Lookalike will help you track those who have completed some targeted action and gradually expand your audience coverage. If the ad is properly targeted, users perceive it as valuable content, which greatly increases the likelihood of conversion.

    Don’t forget to exclude from targeting people who have already clicked on the ad and converted. Think about it: do you want to waste your money on someone to whom your ads are no longer relevant? It also makes sense to create a custom audience of users who are unlikely to convert, and exclude them from your campaign. This way you can cut the audience and more precisely target the people who are most likely to be interested in your product.

    And yes, understanding of what kind of product you are promoting would help me to give you more precise advice :)