For ads on Facebook to be successful, it is important that they are displayed to the right users. To ensure this, Facebook offers the option of defining target groups. There are a variety of possible criteria that can be used to group users together. Hardly any other online advertising platform offers advertisers such detailed targeting as Facebook. In this blog post, we look at AND/OR links in a Facebook target group and how you can create them. If you would like to learn more about creating a target group on Facebook, you can find out more in the separate blog post Creating a Facebook target group.
Interests
Facebook offers the great advantage that it knows the interests of its users very well. This opens up a wide range of possibilities for advertisers to categorize users according to specific interests. For example, users who are passionate about soccer or are fans of a particular team can be selected. The same applies to music genres; for example, users who like hip hop or like a particular artist can be selected. The selection ranges from fashion and nutrition to entertainment and technology.
Detailed targeting
If you have adopted a target group in the Facebook Ads Manager, it can be further edited there. With “Detailed targeting”, you define your target group by including or excluding demographic data, interests and behaviors. Imagine the following scenario:
AND operation
Let’s assume you are a baby romper manufacturer that offers baby rompers with soccer motifs. This means you need a targeting combination of parents who have children and parents who are interested in soccer. The first target group in our example would therefore be “Parents of babies (0-12 months). You can now create AND links via the hidden item “Narrow down target group”.
Now select “Narrow down target group” and a second input field will open where you can enter the AND link. In our case, “soccer” as we want to reach all parents who are also interested in soccer. With this ad example, you could now address all parents with babies as well as parents with an interest in soccer. You have the option of combining the target group with a further AND link; to do this, you would have to click on “Narrow down further” so that a further input field opens. The more interests you add, the more conditions must apply.
AND link tutorial
For a better understanding, we have summarized the whole thing for you in a YouTube video. We explain step by step how to create AND links for target groups for Facebook and Instagram Ads in Facebook Business Manager. The whole thing is explained using a simple example.
OR link
You are now expanding your range from baby rompers with soccer motifs to toddler clothing with soccer motifs. You must now expand your target group accordingly by defining one or more “OR links”. In our example, one or more parent groups with an interest in soccer must now match. We have thus defined a target group that appeals to “parents of babies (0-12 months), OR “parents with toddlers (01-02 years) OR “parents with children of nursery age (03-05 years) with an interest in soccer.
Exclude users
Let’s assume you are a specialist pet shop and don’t have a fish department or offer aquarium equipment. Otherwise, you offer everything a pet’s heart desires. What do you need to consider now? First define your pet group. In our case, this is all users with an interest in pets. Then click on “Exclude” and select the “Fish” interest group. Your Facebook ad will now be shown to all users with an interest in pets. Users with an interest in fish will not be included. Each new option reduces the size of your target group.
Exclude target group Tutorial
As with the AND links, we have summarized the whole process for you once again in a YouTube video. We explain step by step how to exclude target groups for Facebook and Instagram Ads in Facebook Business Manager. The whole thing is also explained here using a simple example.
Conclusion
Determine the depth of your target group by linking the targeting so that it corresponds to your customer group and the ad is ideally only shown to people who will benefit from it.
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