More than any other paid media platform out there, Facebook Ads have revolutionized the way marketers are able to distribute their content and other messages to a highly targeted audience.

In the past, advertisers and media buyers have always been able to go after specific customer segments where they’re likely to be – specific TV channels, specific magazines and print media, and even specific websites with display ads.

However, over the past decade, Facebook has built the most complete database of demographic and psychographic data that has ever existed.

It’s taken our targeting abilities to levels that those other options couldn’t come close to.

Want some examples of Facebook’s targeting powers?

Let’s say you own an auto dealership, and you want to get more young professionals in to test drive your latest compact car.

Through Facebook, you can now target 290,000 millennials ages 18 to 30, who live within 25 miles of Seattle, and who love the Seahawks.

Now – through Facebook’s data partners and the behaviors section – you can drill down further into that audience to target the ones who have shown signs of being in the market for a new vehicle.

Run a giveaway from free Seahawks T-Shirts for anyone who takes a test drive during September plus a chance to win an autographed Russell Wilson jersey, and see what your engagement rate looks like.
Millenial Seahawks Fans

Now – let’s say you run a gluten-free e-commerce subscription service. You might want to target 180,000 women in the United States with more than $100k in household income who love gluten free products and blogs and who have a record of shopping in luxury stores.

See if they’re interested in subscribing to a monthly delivery of your gluten free snacks with a 15% coupon for their first month’s order.
Gluten Free Luxury Women

Pretty powerful stuff, right?

Now what if I told you that we often reached audiences like these for $0.20 to $0.60 per click?

That’s correct. While early campaigns can often cost $1 to $4 per click (still a decent price for highly targeted audiences), we can often get those costs down even further after some testing and refinement.

(Sidenote: Our most successful campaigns have ranged from $0.02 to $0.10 per engagement. You’ll only see these rates on content that Facebook users really love.)

Wish you were doing targeting like this for your brand? In this post, I’m going to breakdown every single way you can target Facebook users.

A Quick Note On How To Search This Page:

We’ve compiled a pretty exhaustive list of all Facebook targeting options (with some exceptions in the Interests category, which is bottomless). You’ll probably want to come back to this page at some point to search for a specific targeting entry.

To search the page like that, click the “Expand All” button below to expand all targeting info sections, then hit CTRL + F to find any text on this page. These sections are closed by default, otherwise this page would be huge.

Expand All Targeting Lists

Collapse All Targeting Lists

 

Facebook Ad Targeting Overview:

Facebook ad targeting can be broken down into 8 categories. This is the high level overview – we’ll cover them all in more depth shortly.

  1. Custom Audiences (these are groups you create based upon your email lists, phone numbers, app users, or website retargeting)
  2. Location (DMA, zip code, city, county, state, or country)
  3. Age & Gender
  4. Demographics (income, job title, employer name, language, relationship status, education, financial, home ownership, parental status, etc.)
  5. Interests (everything from brand pages to celebrities and most topics you can think of)
  6. Behaviors (charitable activities, online shopping habits, car shopping, financial spending, mobile devices, travel habits, etc.)
  7. More Categories (expats of specific countries and their friend/family)
  8. Connections (people connected to your page, app, or event)

Here’s how they’re laid out in the Facebook Ad Targeting section labeled “Create Your Ad Set”:

Facebook Ads Targeting Dashboard

OK – got all of that? Excellent – let’s quickly dicuss how these targeting sections add and subtract from one another, and then we’ll get into the nitty gritty breakdown of every targeting section.

How Targeting Sections Interact

Facebook Ad Targeting sections are a bit tricky the first time you use them when you’re trying to go after two targeting options in the same section.  Sometimes you add a targeting option thinking your audience will get smaller – but it gets bigger. And sometimes you select another option and the audience gets smaller – or disappears entirely.

Here’s how that all works:

Look at what happens

I start off with users who like Kanye West – 27 million people. Then I ADD people who like Taylor Swift. “Kanye West” and “Taylor Swift” are additive because they’re both in the Interests targeting group. So, our audience members like one or the other, but not necessarily both. However, when I target people who specifically are college grads – the audience gets smaller. We’re filtering to people who like (Kanye West OR Taylor Swift) AND who have a college degree.

So – when we add new options to the current category, like multiple interests, our audience size gets bigger. When we add new targeting categories like education level, our audience size gets smaller.

Make sense?

Great – let’s move on and look at the sections in more depth.

Targeting Audience Sizes

Anyone With A Pulse Is Not Your Customer SegmentYou have to get your target audience size larger or smaller based upon your campaign goals and budget.

In some cases, you’ll want small audiences – 1,000 to 10,000 people. In other cases, it will make more sense to go after a mid-sized audience of 10,000 to 500,000 people. I don’t recommend targeting audiences with millions of people unless you have a monstrous budget and zero accountability for how it’s spent.

Even if you do want to reach audiences that large, it’s still better to slice that group into smaller segments and create custom creative assets for each segment. By doing this you’ll see better performance than using one large set of creative.

Another thing I have found is that when promoting content, we often get cheaper results (on a CPE, CPC, or CPM basis) from audiences of 10k-100k than we do from a smaller audience of 1-10k. I suspect that this is somewhat baked into Facebook’s pricing model – charging you for more tightly targeted audiences the same way you’d pay more for any niche advertising in print or digital.

 

Facebook Custom Audiences

Custom Audiences are typically built in one of 3 ways:

Facebook Ad Custom Audiences

Import A Customer List – Match your customer email lists, phone numbers, Facebook user IDs or mobile advertiser IDs to people on Facebook.

Tracking Your Website Traffic – Create a list of people who visit your website or view specific web pages. This requires you to place a tracking pixel on your website that Facebook provides.

Tracking Your App Activity – Create a list of people who have taken a specific action in your app or game. This requires you to connect Facebook to your app or game.

You can Include OR Exclude a custom audience from the group of people you’re targeting, which can be really handy for excluding users who have already seen your “thank you” pages after a transaction is finished.

Facebook Location Targeting

Location is one of the more obvious targeting options, but has some unexpected characteristics depending on when the user was in that location.

Facebook Ads Location Targeting

You can choose from the following location types:

  • Countries
  • Counties/regions
  • Cities
  • ZIP/postal codes
  • Addresses
  • Designated Market Areas®

You can filter these further based upon time frame:

  • Everyone in this location (default option)
  • People who live in this location
  • People recently in this location
  • People travelling in this location (these are people who are visiting right now but normally live more than 100 miles away)

Notes: Location targeting isn’t available in all countries, and Facebook will not include the radius of an address or city that extends into neighboring countries.

Facebook Age, Gender, & Language Targeting

This is the simplest section you’ll deal with.

Facebook Ads Age, Gender, and Language Targeting

Age

  • Defaults to 18-65+, but you can select users as young as 13. Users over 65 are always grouped together as “65+”.

Gender

  • Defaults to all, and you can filter to just men or just women.

Language

  • Open ended list of languages to choose from.

Facebook Demographic Targeting

Language is typically shown as its own drop down box, while the rest of the Demographic options are lumped together in a large drop down labeled as “More Demographics”:

This is where the good demographic options are hiding.

This is where the good demographic options are hiding.

Expand All Demographic Targeting Options

Collapse All Demographic Targeting Options

Relationship

Show Relationship Targeting Options (Interested In, Relationship Status)
  • Interested In
    • Men
    • Men & Women
    • Unspecified
    • Women
  • Relationship Status
    • Single
    • In a relationship
    • Married
    • Engaged
    • Unspecified
    • Civil Union
    • Domestic Partnership
    • Open Relationship
    • Complicated
    • Separated
    • Divorced
    • Widowed

Education

Show Education Targeting Options (Education Level, Field of Study, Schools, Undergrad Years)
  • Education Level
    • Associate degree
    • College grad
    • Doctorate degree
    • High school grad
    • In college
    • In grad school
    • In high school
    • Master’s degree
    • Professional degree
    • Some college
    • Some grad school
    • Some high school
    • Unspecified
  • Field of Study
    • Lists of majors – very large list so try to target variations (eg finance, corporate finance, finance/accounting, finance & banking, etc.)
  • Schools
    • Very large list of schools – includes all levels from elementary school through college, and includes international schools as well.
  • Undergrad Years
    • Any years between 1980 to current can be selected.

Work / Job

Show Work Targeting Options (Employer, Job Titles, Industries, Office Type)
  • Employer
    • Open-ended list – be sure to use variations
  • Job Titles
    • Open-ended list – be sure to use variations
  • Industries
    • Administrative
    • Architecture and Engineering
    • Arts, entertainment, sports and media
    • Business and financial operations
    • Cleaning and maintenance
    • Community and social services
    • Computer and mathematics
    • Construction and extraction
    • Education and library
    • Farming, fishing and forestry
    • Food preparation and services
    • Government Employees
    • Healthcare and medical
    • IT and technical
    • Installation and repair
    • Legal
    • Management
    • Military
    • Nurses
    • Personal Care
    • Production
    • Protective Service
    • Retail
    • Sales
    • Science
    • Temporary and seasonal
    • Transportation and Moving
    • Veterans (US)
  • Office Type (Sourced from Epsilon and DLX/Mastercard)
    • Home office
    • Small business
    • Small office

Financial

Show Facebook Financial Targeting Options (Income, Net Worth)
  • Income (Sourced from Acxiom – “Income is either consumer self-reported through a survey or estimated based on a variety of demographic data such as age, occupation, home ownership, and a median income for the local area.”)
    • $30,000 – $40,000
    • $40,000 – $50,000
    • $50,000 – $75,000
    • $75,000 – $100,000
    • $100,000 – $125,000
    • $125,000 – $150,000
    • $150,000 – $250,000
    • $250,000 – $350,000
    • $350,000 – $500,000
    • Over $500,000
  • Net Worth (Sourced from Acxiom – Modeled based on age, income, presence of children, occupation, property data, vehicle data, investment interest and census median data.)
    • Liquid assets
      • $100K-$249K
      • $500K-$1MM
      • $250K-$499K
      • $1-$24,999
      • $25,000-$49,999
      • $50,000-$99,999
      • $1MM-$2MM
      • $2MM-$3MM
      • $3MM+
    • $1 – $100,000
    • $100,000 – $200,000
    • $200,000 – $500,000
    • $500,000 – $750,000
    • $750,000 – $1,000,000
    • $1,000,000 – $2,000,000
    • Over $2,000,000

Home

Show Home Targeting Options (Home Type, Home Value, Property Size, Square Footage, Year Built, Home Ownership, Household Composition)
  • Home Type (Sourced from Acxiom)
    • Apartment
    • Condo
    • Home value
      • $1,000,000 – $1,999,999
      • $100,000 – $199,999
      • $200,000 – $299,999
      • $300,000 – $499,999
      • $50,000 – $99,999
      • $500,000 – $699,999
      • $700,000 – $999,999
      • Less than $50,000
      • Over $2,000,000
    • Multi-family home
    • Property size
      • .26 – .59 acres
      • .60 – .99 acres
      • 1 acre
      • 11 – 20 acres
      • 2 acres
      • 21 – 40 acres
      • 3 acres
      • 4 acres
      • 5 acres
      • 6 – 10 acres
      • < .26 acres
      • > 40 acres
    • Single
    • Square footage
      • 1,000 – 1,249 sq. ft.
      • 1,250 – 1,499 sq. ft.
      • 1,500 – 1,749 sq. ft.
      • 1,750 – 1,999 sq. ft.
      • 2,000 – 2,499 sq. ft.
      • 2,500 – 2,999 sq. ft.
      • 3,000 – 3,499 sq. ft.
      • 3,500 – 3,999 sq. ft.
      • 4,000 – 4,999 sq. ft.
      • 5,000 – 5,999 sq. ft.
      • 6,000 – 6,999 sq. ft.
      • 7,000 and over sq. ft.
      • 750 – 999 sq. ft.
      • Less than 750 sq. ft.
    • Year home built
      • 1900-1909
      • 1910-1919
      • 1920-1929
      • 1930-1939
      • 1940-1949
      • 1950-1959
      • 1960-1969
      • 1970-1979
      • 1980-1989
      • 1990-1999
      • 2000-2010
      • 2011+
  • Home Ownership
    • First time homebuyer
    • Homeowners
    • Renters
  • Household Composition
    • Children in home
    • Empty nesters
    • Family-based Households
    • Grandparents
    • Housemate-based Households
    • New parents
    • New teen drivers
    • No children in home
    • Veterans in home
    • Working women
    • Young & hip
    • Young adults in home

Ethnic Affinity

Show Ethnic Affinity Targeting Options
  • African American (US)
  • Asian American (US)
  • Hispanic (US – All)
  • Hispanic (US – Bilingual)
  • Hispanic (US – English dominant)
  • Hispanic (US – Spanish dominant)

Generation

Show Generation Targeting Options
  • Baby boomers (US)
  • Generation X
  • Millennials

Parents

Show Parental Status Targeting Options (Child's Age, Mom's Style)
  • All Parents
    • (0-12 months) New Parents
    • (01-02 Years) Parents with Toddlers
    • (03-05 Years) Parents with Preschoolers
    • (06-08 Years) Parents with Early School Age Children
    • (08-12 Years) Parents with Preteens
    • (13-18 Years) Parents with Teenagers
    • (18-26 Years) Parents with Adult Children
    • Expectant parents
    • Parents (All)
  • Moms
    • Big-city moms
    • Corporate moms
    • Fit moms
    • Green moms
    • Moms of grade school kids
    • Moms of high school kids
    • Moms of preschool kids
    • New Moms
    • Soccer moms
    • Stay-at-home moms
    • Trendy moms

Politics (US)

Show Political Targeting Options
  • Self reported (sourced from Epsilon)
    • Democrat
    • Democrat and Independent
    • Democrat and Republican
    • Democrat, Republican and Independent
    • Donate to conservative political causes
    • Donate to liberal political causes
    • Independent
    • Republican
    • Republican and Independent
  • US Politics (Active)
  • US Politics (Conservative)
  • US Politics (Liberal)
  • US Politics (Moderate)
  • US Politics (Very Conservative)
  • US Politics (Very Liberal)

Life Events

Show Life Event Targeting Options (Anniversaries, Jobs, Relationships, Engagements, Weddings,Birthdays, Etc.)
  • Anniversary within 30 Days
  • Away from family
  • Away from hometown
  • Friends of:
    • Friends of Anniversary within 30 Days
    • Friends of Newly Engaged
    • Friends of Newlywed
    • Friends of Recently Moved
    • Friends of Upcoming Birthday
  • Long distance relationship
  • New job
  • Newly engaged (1 year)
  • Newly engaged (3 months)
  • Newly engaged (6 months)
  • Newlywed (1 year)
  • Newlywed (3 months)
  • Newlywed (6 months)
  • Recently moved
  • Upcoming Birthday

Facebook Interests Targeting

Interests are one of the targeting areas where things get really interesting, because you can type in just about any topic, brand, place, or other concept and target those users if the audience is large enough.

Facebook Ad Interests Targeting

Facebook also has a number of pre-set interest groups that you can browse, grouped as the following sections:

Expand All Interest Targeting Options

Collapse All Interest Targeting Options

Business and Industry

Show Business & Industry Targeting Options
  • Advertising
  • Agriculture
  • Architecture
  • Aviation
  • Banking
    • Investment banking
    • Online banking
    • Retail banking
  • Business
  • Construction
  • Design
    • Fashion design
    • Graphic design
    • Interior design
  • Economics
  • Engineering
  • Entrepreneurship
  • Health care
  • Higher education
  • Management
  • Marketing
  • Nursing
  • Online
    • Digital marketing
    • Display advertising
    • Email marketing
    • Online advertising
    • Search engine optimization
    • Social media
    • Social media marketing
    • Web design
    • Web development
    • Web hosting
  • Personal finance
    • Credit cards
    • Insurance
    • Investment
    • Mortgage loans
  • Real estate
  • Retail
  • Sales
  • Science
  • Small business

Entertainment

Show Entertainment Targeting Options (Games, Events, Music, Movies, Reading, TV)
  • Games
    • Action games
    • Board games
    • Browser games
    • Card games
    • Casino games
    • First-person shooter games
    • Gambling
    • Massively multiplayer online games
    • Massively multiplayer online role-playing games
    • Online games
    • Online poker
    • Puzzle video games
    • Racing games
    • Role-playing games
    • Shooter games
    • Simulation games
    • Sports games
    • Strategy games
    • Video games
    • Word games
  • Live events
    • Ballet
    • Bars
    • Concerts
    • Dancehalls
    • Music festivals
    • Nightclubs
    • Parties
    • Plays
    • Theatre
  • Movies
    • Action movies
    • Animated movies
    • Anime movies
    • Bollywood movies
    • Comedy movies
    • Documentary movies
    • Drama movies
    • Fantasy movies
    • Horror movies
    • Musical theatre
    • Science fiction movies
    • Thriller movies
  • Music
    • Blues music
    • Classical music
    • Country music
    • Dance music
    • Electronic music
    • Gospel music
    • Heavy metal music
    • Hip hop music
    • Jazz music
    • Music videos
    • Pop music
    • Rhythm and blues music
    • Rock music
    • Soul music
  • Reading
    • Books
    • Comics
    • E-books
    • Fiction books
    • Literature
    • Magazines
    • Manga
    • Mystery fiction
    • Newspapers
    • Non-fiction books
    • Romance novels
  • TV
    • TV comedies
    • TV game shows
    • TV reality shows
    • TV talkshows

Family and relationships

Show Family & Relationship Interest Targeting Options
  • Dating
  • Family
  • Fatherhood
  • Friendship
  • Marriage
  • Motherhood
  • Parenting
  • Weddings

Fitness and wellness

Show Fitness & Wellness Interest Targeting Options
  • Bodybuilding
  • Dieting
  • Gyms
  • Meditation
  • Nutrition
  • Physical exercise
  • Physical fitness
  • Running
  • Weight training
  • Yoga
  • Zumba

Food and drink

Show Food & Drink Interest Targeting Options (Alcohol, Beverages, Cooking, Cuisine, Restaurants)
  • Alcoholic beverages
    • Beer
    • Distilled beverage
    • Wine
  • Beverages
    • Coffee
    • Energy drinks
    • Juice
    • Soft drinks
    • Tea
  • Cooking
    • Baking
    • Recipes
  • Cuisine
    • 14 Options – Choose Between: Chinese cuisine, French cuisine, German cuisine, Greek cuisine, Indian cuisine, Italian cuisine, Japanese cuisine, Korean cuisine, Latin American cuisine, Mexican cuisine, Middle Eastern cuisine, Spanish cuisine, Thai cuisine, Vietnamese cuisine
  • Food
    • Barbecue
    • Chocolate
    • Desserts
    • Fast food
    • Organic food
    • Pizza
    • Seafood
    • Veganism
    • Vegetarianism
  • Restaurants
    • Coffeehouses
    • Diners
    • Fast casual restaurants
    • Fast food restaurants

Hobbies and activities

Show Hobby Targeting Options (Arts/Music, Home/Garden, Pets, Social Issues, Travel, Vehicles)
  • Arts and music
    • Acting
    • Crafts
    • Dance
    • Drawing
    • Drums
    • Fine art
    • Guitar
    • Painting
    • Performing arts
    • Photography
    • Sculpture
    • Singing
    • Writing
  • Current events
  • Home and garden
    • Do it yourself (DIY)
    • Furniture
    • Gardening
    • Home Appliances
    • Home improvement
  • Pets
    • Birds
    • Cats
    • Dogs
    • Fish
    • Horses
    • Pet food
    • Rabbits
    • Reptiles
  • Politics and social issues
    • Charity and causes
    • Community issues
    • Environmentalism
    • Law
    • Military
    • Politics
    • Religion
    • Sustainability
    • Veterans
    • Volunteering
  • Travel
    • Adventure travel
    • Air travel
    • Beaches
    • Car rentals
    • Cruises
    • Ecotourism
    • Hotels
    • Lakes
    • Mountains
    • Nature
    • Theme parks
    • Tourism
    • Vacations
  • Vehicles
    • Automobiles
    • Boats
    • Electric vehicle
    • Hybrids
    • Minivans
    • Motorcycles
    • RVs
    • SUVs
    • Scooters
    • Trucks

Shopping and fashion

Show Shopping Targeting Options (Beauty, Clothing, Fashion, Shopping, Toys)
  • Beauty
    • Beauty salons
    • Cosmetics
    • Fragrances
    • Hair products
    • Spas
    • Tattoos
  • Clothing
    • Children’s clothing
    • Men’s clothing
    • Shoes
    • Women’s clothing
  • Fashion accessories
    • Dresses
    • Handbags
    • Jewelry
    • Sunglasses
  • Shopping
    • Boutiques
    • Coupons
    • Discount stores
    • Luxury goods
    • Online shopping
    • Shopping malls
  • Toys

Sports and outdoors

Show Sports & Outdoors Targeting Options
  • Outdoor Recreation
    • Boating
    • Camping
    • Fishing
    • Hiking
    • Horseback riding
    • Hunting
    • Mountain biking
    • Surfing
  • Sports
    • American football
    • Association football (Soccer)
    • Auto racing
    • Baseball
    • Basketball
    • College football
    • Golf
    • Marathons
    • Skiing
    • Snowboarding
    • Swimming
    • Tennis
    • Triathlons
    • Volleyball

Technology

Show Technology Targeting Options (Computers, Electronics)
  • Computers
    • Computer monitors
    • Computer processors
    • Computer servers
    • Desktop computers
    • Free software
    • Hard drives
    • Network storage
    • Software
    • Tablet computers
  • Consumer electronics
    • Audio equipment
    • Camcorders
    • Cameras
    • E-book readers
    • GPS devices
    • Game consoles
    • Mobile phones
    • Portable media players
    • Projectors
    • Smartphones
    • Televisions

Facebook Behaviors Targeting

Much like Interests and Demographics, Behaviors has a ton of depth hiding under one single drop down.

Facebook Ad Behavior Targeting

Behaviors cover the following target options, most or all of which are pulled from Facebook’s third-party data partners like Acxiom, Epsilon, and Datalogix.

Expand All Behavior Targeting Options

Collapse All Behavior Targeting Options

Automotive

Show Automotive Targeting Options (Motorcycles, New Buyers, New Shoppers, Owners, Purchase Type, etc.)
  • Motorcycle
    • New
    • Used
  • New vehicle buyers (Near market)
    • By Style
      • 12 Options – Choose Between: Crossover, Economy/compact, Full-size SUV, Full-size sedan, Hybrid/alternative fuel, Luxury SUV, Luxury sedan, Midsize car, Minivan, Pickup truck, Small/midsize SUV, Sports car/convertible
  • New vehicle shoppers (In market)
    • Make:
      • 39 Options – Choose Between: Acura, Audi, BMW, Buick, Cadillac, Chevrolet car, Chevrolet truck, Chrysler, Dodge RAM, Dodge car, Fiat, Ford car, Ford truck, GMC, Honda, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, MINI, Mazda, Mercedes-Benz, Mitsubishi, Nissan, Porsche, Subaru, Toyota, Volkswagen, Volvo
  • New vehicle shoppers (Max in market)
    • All
    • Style
      • 12 Options – Choose Between: Crossover, Economy/compact, Full-size SUV, Full-size sedan, Hybrid/alternative fuel, Luxury SUV, Luxury sedan, Midsize car, Minivan, Pickup truck, Small/midsize SUV, Sports car/convertible
  • Owners
    • Aftermarket
      • Auto parts
      • Auto parts and accessories
      • Auto service buyer
    • Make
      • 39 Options – Choose Between: Acura, Audi, BMW, Buick, Cadillac, Chevrolet car, Chevrolet truck, Chrysler, Dodge RAM, Dodge car, Fiat, Ford car, Ford truck, GMC, Honda, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, MINI, Mazda, Mercedes-Benz, Mitsubishi, Nissan, Porsche, Subaru, Toyota, Volkswagen, Volvo
    • Purchased
      • 0-6 months ago
      • 13-24 months ago
      • 25-36 months ago
      • 37-48 months ago
      • 7-12 months ago
      • Over 48 months ago
    • Style
      • 12 Options – Choose Between: Crossover, Economy/compact, Full-size SUV, Full-size sedan, Hybrid/alternative fuel, Luxury SUV, Luxury sedan, Midsize car, Minivan, Pickup truck, Small/midsize SUV, Sports car/convertible
    • Vehicle age
      • 0 – 1 year old
      • 11 – 15 years old
      • 16 – 20 years old
      • 2 years old
      • 3 years old
      • 4 – 5 years old
      • 6 – 10 years old
      • Over 20 years old
    • Vehicle price
      • $20,000 – $30,000
      • $30,000 – $40,000
      • $40,000 – $50,000
      • $50,000 – $75,000
      • Less than $20,000
      • Over $75,000
  • Purchase type
    • Buy new (In market)
    • Buy new (Near market)
    • Buy new or used (In market)
    • Buy new or used (Near market)
    • Buy used (In market)
    • Lease (In market)
  • Used vehicle buyers (In market)
    • Style
      1. 12 Options – Choose Between: Crossover, Economy/compact, Full-size SUV, Full-size sedan, Hybrid/alternative fuel, Luxury SUV, Luxury sedan, Midsize car, Minivan, Pickup truck, Small/midsize SUV, Sports car/convertible

B2B

Show B2B Targeting Options (Company Size, Industry, Seniority)
  • Company size
    • 1,000-4,999 Employees
    • 10-49 Employees
    • 100-499 Employees
    • 5,000+ Employees
    • 50-99 Employees
    • 500-999 Employees
    • Less Than 10 Employees
  • Industry
    1. 33 Options – Choose Between: Agriculture, Business Services, Construction, Consumer Services, Cultural & Recreation, Education, Finance, Government, Healthcare, Hospitality & Travel, Insurance, Legal, Logistics & Transportation, Manufacturing, Media & Internet, Real Estate, Restaurant, Retail, Telecommunications, Wholesale Trade
  • Seniority
    • Executive/C-Suite
    • Mid-Management

Charitable donations

Show Charitable Activity Targeting Options
  • All charitable donations
  • Animal welfare
  • Arts and cultural
  • Cancer Causes
  • Children’s Causes
  • Environmental and wildlife
  • Health
  • Political
  • Religious
  • Veterans
  • World relief

Digital activities

Show Digital Activity Targeting Options (Gaming, Facebook Page Admins, Browser, OS, Email, etc.)
  • Canvas Gaming
    • Average Engagement
      • Plays 0 out of 7 days
      • Plays 1 out of 7 days
      • Plays 2 out of 7 days
      • Plays 3 out of 7 days
      • Plays 4 out of 7 days
      • Plays 5 out of 7 days
      • Plays 6 out of 7 days
      • Plays 7 out of 7 days
    • Played game in last 14 days
    • Played game in last 7 days
    • Played game yesterday
  • Console gamers
  • Event creators
  • FB Payments (All)
  • FB Payments (Higher than average spend)
  • FB Payments (Recent)
  • Facebook Page Admins
  • Internet Browser Used
    • Primary Browser: Chrome
    • Primary Browser: Firefox
    • Primary Browser: Internet Explorer
    • Primary Browser: Opera
    • Primary Browser: Safari
  • Operating System Used
    • Primary OS Mac OS X
    • Primary OS Windows 7
    • Primary OS Windows 8
    • Primary OS Windows Vista
    • Primary OS Windows XP
    • Windows 10 is probably going to be an option soon…
  • Photo uploaders
  • Primary email domain
    • AOL Email Addressees
    • Apple Email Addresses
    • Gmail Users
    • Hotmail Email Addresses
    • MSN.com Email Addresses
    • Yahoo Email Addresses
  • Small business owners
  • Technology early adopters
  • Technology late adopters
  • Unity Plugin

Expats

Show Expat Targeting Options
  1. Expats (All)
  2. 33 Options – Choose Between Expats of: Argentina, Australia, Bangladesh, Brazil, China, Colombia, Egypt, France, Germany, India, Indonesia, Ireland, Israel, Italy, Malaysia, Mexico, Morocco, Pakistan, Peru, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Turkey, UK, US, Vietnam

Financial

Show Financial Targeting Options (Banking, Investments, Spending Methods)
  • Banking
    • Credit union member
    • National bank customers
    • Regional bank customers
  • Investments
    • Full-Service Investors
    • Highly likely investors
    • Independent Investors
    • Likely investors
    • Personal investments
    • Real estate investments
    • Semi-Independent Investors
  • Spending methods
    • 1 Line of Credit
    • 2 Lines of Credit
    • 3 Lines of Credit
    • 4 Lines of Credit
    • 5 Line of Credit
    • 6 Lines of Credit
    • 7 Lines of Credit
    • 8 Lines of Credit
    • 9 Lines of Credit
    • Active credit card user
    • Any card type
    • Bank cards
    • Credit card high spenders
    • Debit card
    • Gas, department and retail store cards
    • High-end department store cards
    • Premium credit cards
    • Primarily cash
    • Primarily credit cards
    • Travel and entertainment cards

Job role

Show Job Targeting Options
  • Administration and managerial
  • Blue collar and craftsmen
  • Corporate executives
  • Educators
  • Farmers
  • Financial professionals
  • Homemakers
  • Legal professionals
  • Medical professionals
  • Professional and technical
  • Religious
  • Retired
  • Sales and service
  • Self-employed
  • Student
  • White collar and clerical

Media

Show Media Consumption Targeting Options (Radio, TV)
  • Radio
    • Internet
    • Internet/Satellite
  • Television
    1. 34 Options – Choose Between: Action shows, Adventure shows, Animals shows, Auto Racing shows, Auto shows, Baseball shows, Biography shows, Children’s shows, Comedy shows, Cooking shows, Crime Drama shows, Docudrama shows, Drama shows, Educational shows, Entertainment shows, Health shows, Historical Drama shows, History shows, Home improvement shows, Horror shows, Law shows, Motorsports shows, News shows, Outdoors shows, Public Affairs shows, Reality shows, Religious shows, Romance shows, Science Fiction shows, Sitcom shows, Sports Event shows, Sports Talk shows, Travel shows, Western shows

Mobile Device User

Show Mobile Device Targeting Options (By Brand, OS, Connection Type, Tablets)
  • All Mobile Devices by Brand
    • Alcatel
    • Apple
      • 17 models available
    • Asus
      • 3 models available
    • BlackBerry
      • 5 models available
    • Cherry Mobile
    • Google
      • 3 models available
    • HTC
      • 1 models available
    • Huawei
    • Karbonn
    • LG
      • 5 models available
    • Lava
    • Micromax
    • Motorola
    • Nokia
      • 18 models available
    • Other Android devices
    • Samsung
      • 30 models available
    • Sony
      • 15 models available
    • Tecno
    • XOLO
    • Xiaomi
    • ZTE
  • All Mobile Devices by Operating System
    • All Android devices
    • All iOS devices
    • Windows Phones
  • All mobile devices
  • Feature phones
  • Network Connection
    • 2G (US)
    • 3G (US)
    • 4G (US)
    • WiFi Connection
  • New smartphone and tablet owners
  • Smartphone Owners
  • Smartphones and tablets
  • Tablet Owners

Purchase behavior

Show Purchase Targeting Options (Business, Buyer Styles, Clothing, Food/Drink, Health/Beauty, Home/Garden, Household, Kids, Pets, etc.)
  • Business purchases
    • Business marketing
    • Maintenance, repair and operations
  • Buyer profiles
    • Coupon users
    • DIYers
    • Fashionistas
    • Foodies
    • Gadget enthusiast
    • Gamers
    • Green living
    • Healthy and fit
    • Outdoor enthusiasts
    • Shoppers
    • Skiing, golfing and boating
    • Spa enthusiasts
    • Sportsmen
    • Trendy homemakers
  • Clothing
    • Men’s
      • Accessories
      • Big and tall apparel
      • Business apparel
      • Jeans
      • Men’s fashion & apparel buyers
    • Seasonal
      • Fall seasonal shoppers
      • Spring seasonal shoppers
      • Summer seasonal shoppers
      • Winter seasonal shoppers
    • Women’s
      • Accessories
      • Business apparel
      • Fine jewelry
      • High-ticket apparel and accessories
      • Jewelry
      • Low-ticket apparel and accessories
      • Luxury brand apparel
      • Luxury retailers
      • Mid-ticket apparel and accessories
      • Plus sizes
      • Women’s shoes
      • Womens fashion & apparel buyers
      • Young women’s apparel
  • Food and drink
    • Alcoholic beverages
      • Beer
      • Craft beer
      • Domestic beer
      • Import beer
      • Light beer
      • Premium beer
      • Spirits
      • Wine
    • Bakery
      • Bakery products
    • Beverages
      • Bottled water
      • Carbonated drinks
      • Coffee
      • Coffee (K-Cup)
      • Diet drinks
      • Energy drinks
      • Hot tea
      • Iced tea and lemonade
      • Juice
      • Non-dairy milk
      • Sports drinks
    • Cereal
      • All cereal
      • Children’s cereals
      • Fiber cereals
      • Hot cereals
    • Children’s food
      • Baby food and products
      • Children’s food
      • Children’s food and products
    • Condiments and dressings
      • Condiments
      • Salad dressings
    • Cooking supplies
      • Baking
      • Spices
    • Dairy and eggs
      • Cheese
      • Dairy free
      • Eggs
      • Milk
      • Yogurt
    • Fresh & Healthy
      • Fresh & healthy
    • Frozen food
      • Frozen appetizers & snacks
      • Frozen bread & dough
      • Frozen breakfast
      • Frozen desserts
      • Frozen entrees
      • Frozen ethnic foods
      • Frozen fruit
      • Frozen meats and seafood
      • Frozen pasta
      • Frozen pizza
      • Frozen vegetables
      • Ice cream and novelties
    • Grocery shopper type
      • Premium brand groceries
      • Top spenders
    • Health food
      • Diet foods
      • Fresh produce
      • Low-fat foods
      • Natural and organics
    • Home Cooking & Grilling
      • Home cooking & grilling
    • Meat and seafood
      • Meat
      • Seafood
    • Soup
      • Soup
    • Sweets and snacks
      • Breakfast bars
      • Chocolate candy
      • Cookies
      • Crackers
      • Granola bars
      • Non-chocolate candy
      • Peanut butter and jelly
      • Salty snacks
    • Vegetarian
      • Vegetarian
  • Health and beauty
    • Allergy relief
    • Antiperspirants & deodorants
    • Beauty products and accessories
    • Cosmetics
    • Cough and cold relief
    • Fragrance
    • Hair care
    • Health & wellness buyers
    • Men’s grooming
    • Oral care
    • Over-the-counter medication
    • Pain relief
    • Skin care
    • Sun care
    • Vitamins
    • Vitamins and supplements
  • Home and garden
    • Entertaining
    • Home improvement
    • Home renovation
    • Organization
    • Tools
  • Household products
    • Cleaning supplies
    • Food storage
    • Green cleaners and supplies
    • Laundry supplies
  • Kids products
    • Baby care
    • Baby toys
    • Children’s products
  • Pet products
    • Cat food and products
    • Cat owners
    • Cat products
    • Dog food and products
    • Dog owners
    • Dog products
    • Other pet products
    • Pet care products
    • Pet products
  • Purchase habits
    • Above average spending
    • Offline buyers
    • Online buyers
  • Purchase types
    • Appliances & accessories
    • Arts and crafts
    • Baby products
    • Beauty accessories
    • Books
    • Childrens apparel
    • Collectibles
    • Consumer electronics buyers
    • Cosmetics
    • Electronics
    • Gift products
    • Gifts and flowers
    • Gifts and party supplies
    • High-end home decor
    • Home furnishing and accessories
    • Home office
    • Low-end home decor
    • Men’s apparel
    • Music and videos
    •  Restaurant
      • Fine dining
      • Mid-range restaurants/non quick serve
      • Quick serve restaurants
    • Senior products
    • Shoes
    • Small and home office products
    • Software
    • Specialty foods and gifts
    • Sports and outdoors
    • Tools and electronics
    • Toys
    • Travel supplies
    • Upscale travel and services
    • Women’s apparel
  • Sports and outdoors
    • Cycling
    • Fishing
    • Fitness
    • Golf and tennis
    • Hiking and camping
    • Hunting
    • Running
    • Winter sports
  • Store types
    • Department stores
    • Discount department store
    • High-end retail
    • Low-end department store
    • Luxury Store
  • Subscription services
    • Auto insurance online
    • Higher education
    • Mortgage online
    • Prepaid debit cards
    • Satellite TV
  • Technology
    • Kindle eReader
    • Use an eReader

Residential profiles

Show Residential Targeting Options (Length of Residence, Likely to Move, Recent Homebuyer, etc.)
  • Length of residence
    • 1-2 years
    • 3-5 years
    • 6+ years
    • < 1 year
  • Likely to move
  • New mover
  • Recent homebuyer
  • Recent mortgage borrower

Seasonal and Events

This section changes frequently – the attached are examples we’ve spotted since July 2015. Build audiences with these groups and save those audiences to access them in the future. 😉

Show Seasonal Targeting Examples
  • Baseball 2015
  • Basketball
    • The Big Tournament
  • Cricket 2015
  • Graduation
    • Graduates (2015)
    • Parents of Graduates (2015)
  • Hockey Playoffs
  • Professional Football

Travel

Show Travel Targeting Options (Business Travel, Casinos, Cruises, Timeshares, etc.)
  • All frequent travelers
  • Business travelers
  • Business travelers (International)
  • Business travelers (US)
  • Casino vacations
  • Commuters
  • Cruises
  • Currently traveling
  • Family vacations
  • Frequent International Travelers
  • Frequent flyers
  • Leisure travelers
  • Personal travelers (International)
  • Personal travelers (US)
  • Planning to travel
    • Intender – (Any Destination)
    • 17 Options – Choose Between: Australia, Beach, Brazil, Dubai, England, France, Germany, Italy, Las Vegas, Los Angeles, Mexico, Netherlands, New York, Orlando, San Francisco, Spain, and Thailand.
  • Returned from trip 1 week ago
  • Returned from trip 2 weeks ago
  • Timeshares
  • Used travel app (1 month)
  • Used travel app (2 weeks)

Notes: Since a lot of these behaviors are collected by 3rd party data brokers, some behavior data is available for US audiences only.

Facebook “More Categories” Targeting

This section has fewer options – and doesn’t show up for all users. Currently the only section I have within “More Categories” is a long selection of expats of various countries. I expect that this section will be one that tends to have more experimental categories over time.

Facebook Ads More Categories

Expats

  • 46 Countries Available, plus:
  • Family of expats
  • Friends of expats

Other Targeting Options We’ve Seen In The Past:

  • Government Employees
  • Nurses

Facebook Connections Targeting

The final section, Connections, allows you to target users based upon their connection to your Page, app or event. This will narrow your audience to include only people with that specific connection who also meet the other targeting categories you’ve selected.

Facebook Ads Connections Targeting

Facebook Pages

  • People who like your Page
  • Friends of people who like your Page
  • Exclude people who like your Page

Facebook Apps

  • People who used your app
  • Friends of people who used your app
  • Exclude people who used your app

Facebook Events

  • People who are going to your event
  • Friends of people who are going to your event
  • Exclude people who like your page

 

See Something That’s Changed?

Facebook is adding new targeting options all the time – and taking some away as well.

If you spot something that’s changed, fill out the form below and we’ll get the page updated.