6 Must-Try Facebook Ads Targeting Tips For More Conversions For E-commerce Brands - Bharat Mavens

6 Must-Try Facebook Ads Targeting Tips For More Conversions For E-commerce Brands

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6 Facebook Ads Targeting Strategies for Ecommerce brands

With millions of businesses online and thousands of ecommerce brands, vying for attention, how do you ensure your ads reach the right eyes? That’s exactly what we’re diving into today.

In this guide, we’ll walk you through 6 essential Facebook ads targeting tips that are absolute game-changers for achieving strategic success with Facebook. Whether you’re a small business owner, a digital marketing whiz, or somewhere in between, mastering these targeting tactics can elevate your Facebook ad game from good to outstanding and also avoid making mistakes with ads

Before we get started,

What are the main types of targeting options in Facebook ads?

Facebook has three main types of targeting options: Interest audiences, Custom audiences, and Lookalike audiences and each serves a specific purpose from awareness to conversion of customer

An image showing the interest based targeting in Facbeook ads
An image showing the existing user base based targeting in Facebook ads to retarget users
An image showing the Lookalike based targeting developed from custom audiences in Facebook ads

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Here is the list of Facebook Ads Targeting Tips

Interest-Based Audience

An image showing multiple interests that can be targeted in facebook ads to reach ideal audience

These are the most basic level of targeting on Facebook, where you add relevant interests based on the category of business. Additionally, you can also layer multiple targeting options in “and” cases to target a more refined set of audiences and improve ROI from ads

In this, the ad targeting can be twofold,

Affinity Targeting

Here the targeting is around activities or things that your target audience might be interested in but not necessarily in the realm of your brand category. These buyers have a passion for category than just a need or requirement such as targeting travelers for a skincare product

The importance is given to various interests of customers outside of the target domain and to acquire them

An image showing affinity targeting in facebook ads

In the image above, here we are targeting people passionate about skin-care, yes it does include some people who might not be as passionate but majority is people who have shown interest in skincare (not any particular brand)

In-Market Targeting

This is a more direct targeting all focussed on direct interests, this helps target one-time or in-market buyers, and often though the size remains the same repeat rates are lower than affinity targeting. Here people are searching for one particular solution as per their problem, not caring about category such as targeting skin, or beauty for a skincare product, this audiences help in scaling the brand

An image showing in market or interest based targeting in facebook ads

In the above example of “Gift shop” targeting in Facebook ads this is an in-market targeting as the people who are in-market looking for gifts keep changing


With over 4+ years of experience, we can help you deliver consistent-profitable growth with Facebook Ads.

The next in Facebook ads targeting is

Lookalike Audience

One of the most powerful Facebook ads is to analyze the large sources of data and build a lookalike audience who are most likely to purchase the product, this truly utilizes the power of Facebook algorithm and signals to generate a similar audience of existing customers.

You can create lookalike audiences from 1% to 10%, where 1% being most similar to given custom audience parameters and 10% least similar

As in the image below it is a lookalike of 1% of a customer list

An image showing the Lookalike based targeting of a customer list in facebook ads

Better quality lookalike – To improve the Lookalike audience instead of creating a lookalike on all website visitors, create a lookalike of visitors by product page or collections page or value of customer until now, this produces better return on investment in ads

In below image, we are creating a lookalike of a custom audience created of just people who have been to a specific pages on the website

A tip to improve quality of audinece in Lookalike is to create a lookalike of specific website pages rather than whole website

Hat Tip – You can additionally refine the lookalike audience targeting by creating a lookalike from a refined custom audience, refined by frequency or aggregate value

The image shows the creation of a custom audience to depict how you can create a better quality audience for Facebook ads targeting by refining by value or frequency for a particular event

Showing the example of a refine by value in creating custom audiences

This helps build a high-quality custom audience, hence boosting sales

Age/Gender Only Targeting

When you are certain of the age group of your audience or targeting a small area, just restricting the ad set by age group is a good approach. This helps you reach an audience within a certain age restriction

Yes there is sometimes a deviation from the audience you like to reach but in a longer period the algorithm always outperforms and does direct itself automatically to the right targeting and approach, sending quality traffic that converts on the landing page

Age range targeting in Facebook ads

The image above shows how you can only target based on the age range of the customer

Platform/Placement Only Targeting

Similar to age/gender ads targeting this is just focused on platform or placement targeting

Only instagram placement targeting in Facebook ads

We all know Facebook is now mostly used by millennials and older ones, hence if you are certain about the demographic of audience targeting then just one platform is a suitable option or maybe you want to just target reels and story placement, that is also an option to reach audiences only on those placements

Broad Audience

This targeting is all the rage since the IOS-14 update by Apple, is a broad audience where you create a campaign > create an ad set and just leave it there by adding a few ads into ad set

No settings are changed all are set to default and no targeting, no age restrictions, no placement restricts all are kept as it is, let the algorithm’s best audience, best age category, and best placement for the best results

The idea behind this is, that the algorithm analyzes far more signals other than just those 20+ metrics on the dashboard and is more powerful in finding the right audience than any human decision or input

We have had a friend-and-foe relationship with this setting as for some accounts this crushes but for others, this just never works

Custom Audience

The classic advantage of online ads targeting against traditional media targeting lies in the ability to retarget users based on their interaction with the ad or landing page.

Creating a custom audience can be of many types

All the possible custom audinece creation in facebook ads
  • Social media audience
    Here target users who have interacted with organic posts or an ad up to last 365 days. You can target by engagement, messages, profile visits, that’s quite powerful for a targeted audience
  • Video viewers
    Target users based on their interactions and view rate of a video, from a 3-second video viewer to viewers with 95% completion can be targeted with ease. This is not just restricted to videos run as ads, but any video on the Facebook page or Instagram account can be used for targeting
  • Website visits
    Visitors of the website based on the whole page, particular pages or number of visits can be retargeted. This is not just restricted to visitors from Facebook but any visitor on a landing page can be retargeting, hence it is recommended e-commerce brands must diversify their channel mix to have a portion of the audience organically reaching the website This provides better and more signals for the pixel to retarget the audience
  • Customer list
    Got a customer list, then upload to Facebook and start targeting them with hyper-personalized ads or unique offers to get sales from these customers again. This data can also be used for building lookalike audiences as there is no better data than actual paying customers
  • Lead generation form
    Suppose you are running lead form ads for b2b inquiries then based on interaction with forms such as opened, filled, or opened but not filled they can be retargeted to convert or get them to submit the form, hence making it powerful and personalized
An add to cart audience being retargeted in Facebook ads

An image where a cart audience is being retargeted in Facebook ads

Which Facebook Ads Targeting Should I use?

All the 6 Facebook ads targeting options above are not an if-else case, they must be used in parallel as each serves a different purpose in consumer journey and the ability to personalize the targeting and ads is the main benefit of Facebook ads and the reason they are so successful at delivering results for their advertisers. This is not an or case but an “and” case to utilize all the targeting options by Facebook

What Are The Benefits Of Using a Targeted Approac in Facebook Ads?

An iamge showing the benefits of Facebook ads as you can target customers by a particular objective

Targeted Facebook ads can help you reach the right people. Here’s how:

  1. Specific Audience: You can show your ads to people based on their interests, age, location, and more. This means your ad is more likely to be seen by people who might be interested in what you’re selling.
  2. Cost-Effective: By targeting only those who are most likely to be interested in your product or service, you’re not wasting money showing your ad to people who probably won’t care about it.
  3. Increased Engagement: Targeted ads are more relevant to the people who see them, so they’re more likely to engage with your ad, visit your website, or buy your product.
  4. Insights and Optimization: Facebook provides detailed reports on how your ads are performing. You can see what’s working and what’s not, and adjust your strategy accordingly.
  5. Retargeting: You can target people who have already interacted with your business, whether they visited your website or used your app, keeping your brand top of mind and encouraging them to come back.

In short, targeted Facebook ads let you speak directly to the people who are most likely to want what you offer, making your advertising more effective and efficient.


Wrapping up our deep dive into Facebook ad targeting, it’s clear that these tools are more than just features; they’re your secret sauce to standing out in a crowded digital space. From zeroing in on lookalike audiences to catching users at pivotal life moments, Facebook gives us the playbook to reach people in ways that truly resonate.

Here’s to creating ads that don’t just capture attention, but capture hearts and minds. After all, in the end, marketing is all about making meaningful connections—one ad, one click, one customer at a time. Happy targeting, and may your ads always hit the mark!


With over 4+ years of experience, we can help you deliver consistent-profitable growth with Facebook Ads.

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