9 FB Targeting Options SMEs Can Use To Attract More Leads & Sales!

Have You Ever Thought About Why Your Facebook Ads Aren’t Getting You Customers?

One of the major issues might be the way you TARGET your audience.

Here’s the thing – Chances are, you landed here by clicking on a Facebook ad we created to target people like yourself (and that means that what we’re doing works for us and will work for you too!).

Interested to find out how businesses are using Facebook Ad Targeting?

With over 2.9 Million Facebook users in Singapore alone, local businesses who are using Facebook to do their marketing are rejoicing.

The truth is, mastering your Facebook targeting strategy can get you in front of a very specific and often motivated audience (prospects who are waiting to buy).

And when Singaporeans religiously spend a minimum of 2 hours a day on a marketing platform (A.K.A Facebook), you have at least 120 minutes to make your offer daily (that’s a lot more than 30-second TV ads) .

As a business, Facebook can be a very powerful tool that helps you to reach the RIGHT audience, every day, everywhere, to get more traffic and sales for your website (when done right, this helps you qualify a customer before you even get them which filters out junk).

Three Things Effective Facebook Ad Targeting Will Help You Do:

  • Find the right customers across all devices and platforms
  • Deliver relevant messages to specific people
  • Get the most value from your ad budget by reaching only the people that matter to you
  • Here are 8 very simple Facebook targeting options Singapore businesses should must use if they want to attract more leads and sales fast. fast. fast.

*Note: The user interface that you see in your Facebook account could be different from what you see in the pictures below. Facebook is currently upgrading the interface in batches. Nonetheless, the key buttons we refer to below are the same but may have changed positions. We encourage you to explore the new interface.

Technique #1: Radius Targeting

Radius targeting is one of Facebook’s most powerful feature. It allows you to target people within a certain radius around a selected area.

You can even use this feature to target multiple countries, cities &  states.

Local Targeting

The best part about the feature is that you can even target people in a certain area in Singapore e.g. Orchard Road. This is especially useful for businesses that are more location-specific such as tuition centres and clinics.

Location Specific Targeting

This feature does not just allow you to target people in an area, it also allows you to indicate if you want people who are staying there, was at the area recently or travelling in that location.

Location Targeting Setting

For example, if you are a tuition centre, you are not looking for people who love hanging out in your area, but rather people who are staying in the area itself. But if you are a local retail store selling handphone covers, you might want to target everyone in this location. If used correctly, this can be very powerful.

Also, there’s another fun feature called “drop pin” where you can manually select anywhere on the map for your targeting.

Location Targeting Drop Pin

Technique #2: Custom Audience

Do you have a list of customer’s emails and phone numbers?

If you do, you are in luck. Facebook allows you to upload your customer’s contact details on Facebook to create a custom audience.

This means you can show ads specifically to your current customers and encourage them to buy more from you.

Here’s how you get started…

Go to www.facebook.com/ads/manager, then click on the “Ads Manager” navigation menu on the top left of the screen.

Facebook Ads Manager

Then Click on “Audiences” which is located under the Assets category.

Select “Custom Audience” in the newly loaded screen.

Facebook Create Custom Audience

Select “Customer File”.

Facebook Customer File

Select the option to “Choose a file or copy and paste data”.

Facebook Choose Customer File

Next, you should see a pop up like this:

Facebook Custom Audience Upload File

Do note that if you are uploading mobile numbers, make sure you include the country code in front of the mobile number e.g. 65-9755-7567.

After that, click to the next page and you will see something like this:

Facebook Custom Audience Data Mapping

The more information you choose to upload, the more accurate your custom audience will be. So it is recommended to upload as much data as possible.

After you’re done, click “Upload & Create” which is the blue button located at the bottom right


That’s it! Run your ads to your custom audience and send more sales to your business today!

Technique #3: Website Custom Audience

Website custom audiences is a very powerful way to target people who visited your website, especially if they visited a specific page on your product or service.

This is especially useful for re-targeting – showing specific ads to people who have seen your product or service but haven’t taken action yet.

From our own experience, using website custom audiences for our campaigns reduced our cost per conversion (both leads and sales) by as much as 79%.

Go to www.facebook.com/ads/manager, then click on the “Ads Manager” navigation menu on the top left of the screen.

Facebook Ads Manager

Click on “All tools” then select “Audiences” in the drop-down menu.

Select ”Create a Custom Audience”.

Facebook Create Custom Audience

After that, select “Website Traffic”.

Facebook Website Traffic

Next, in the new pop-up, change the “website traffic” tab to “people who visit specific web pages”

Fill in the details as shown below. Include the URL of a specific page that you want to target, name the audience and click create.

Facebook Custom Audience Website Traffic

After you’re done with that, you will be brought to your main dashboard.

Select the website custom audience you just created and click on “View Pixel”.

Facebook Custom Audience View Pixel

You’ll see the pixel code below. Copy and paste it on the specific website you chosen.

Facebook Custom Audience Install Pixel

Try it out on your own and watch your cost per conversion go down.

Technique #4: Lookalike Audience

Ever wish you can target at prospects who are similar to your current customers? You can do that with Lookalike Audiences!

Once you uploaded your custom audience, you can select the customer list you uploaded and create a Lookalike audience.

Facebook Create Lookalike Audience

Select the country you want to target and select the smallest and most similar audience.

Facebook Lookalike Audience Source

If you have conversion pixels and website custom audiences installed in your website, you can create lookalike audiences which are people who are similar to your chosen audiences.

Lookalike audiences are especially useful once you have a campaign that is working and you want to reach out to more people.

Try it out. You’ll love the results.

Technique #5: Life Events

One of the targeting options that most small business owners are not aware about is the “Life Events” targeting.

Facebook collects a huge amount of data about its users – data that advertiser can use to find the right market for their products and services. The best part is, unlike other platforms, the data is usually updated and accurate.

You can find “Life Events” under “Demographics” when you create your ads.

Facebook Detailed Targeting

Next you should see something similar to this,

Facebook Demographics Targeting

Click on the “Life Events” tab and a new drop-down list will appear,

Facebook Life Events Targeting

If you have a product or service that is especially relevant during different phases of a person’s life, you can use this targeting. Here are a few examples to get the brain juice flowing.

Upcoming Birthdays – You can offer a birthday promotion for people whose birthday is coming up in the next one week. This could be a discount coupon or a free gift that they need to drop by your store to collect.

Newly Engaged (3 months / 6 months / 1 year) – If you are in the wedding niche e.g. offering wedding planning or wedding photography services, you can target newly engaged couples.

We ran a very highly profitable campaign for a wedding photographer simply by targeting newly engaged couples.

The cost per lead was as low as $0.45 and these are leads that are actually interested in wedding photography services!

Facebook Life Event Targeting Example

Anniversary Within 30 Days – This is especially useful if your product or service makes a great anniversary present for men and women.

For example, if you run a spa service, you can run an ad that starts off with “Wedding Anniversary coming up and don’t know what to get your wife?” and introduce your product or service as the best possible gift. If needed, give them an anniversary discount.

There are so many ways to use “Life Events” for your targeting. The key is to look through the list of life events and see what you can use.

Technique #6: Employer & Job Titles

Who says Facebook is not great for B2B?

Most people tend to dismiss Facebook as a B2C platform but I have participants from my “Facebook Business Growth Formula” workshop who successfully made up to 2,000% ROI in one of the most difficult B2B niche possible – key decision makers in construction companies.

He did it by targeting specific job titles and specific employers (AKA companies that he want to target).

To do that, first you have to click on “demographics” when creating ads,

Facebook Detailed Targeting

Next, you will see a “Work” tab,

Facebook Demographics Targeting

And you should see a drop-down list that looks something like this,

Facebook Work Targeting

Now, you can use your ads to reach out to key decision makers in the companies you are going after. As long as you have a good sales process, you should be able to close a couple of big deals from Facebook.

Technique #7: Travel

Before you skip this section and think it is only for travel-related industries, think again.

There are many ways your business can use the “Travel” targeting options to find and target your ads at your ideal customers.

When creating ads, select “Behaviour”,

Facebook Behaviours Targeting

Next, look for the “Travel” tab and click on it,

Facebook Travel Targeting

Finally, a drop-down list will appear,

Facebook Travel Detailed Targeting

To provide you some clarity,

Business travellers are more likely to be working executives who are given overseas opportunities or business owners who have an international presence. Either way, their income level is likely to be higher than average. If you are looking for investors or selling premium products, this is a good target to go after.

If you are selling any travel related products e.g. travel insurance, you can target people who are intending to travel. You can even target people who want to travel to a specific location.

The possibilities are endless! This is by far one of the most powerful yet least utilized targeting option for the Singapore market.

Try it out and see how well it works for your business!

Technique #8: Expats

Do you know that according to the latest HSBC Expat Explorer Survey1, the average salary for an expat in Singapore is $120,000? That’s almost double the average salary of an average Singaporean.

This means that if you’re targeting the expat market, you’re likely to reach people with above-average income.

To target “Expats”, you can find it under “Behaviours” when creating ads,

Facebook Expats Targeting

If this is a market you are interested in, Facebook actually gives you the option to target expats from different countries.

This is especially useful for real estate professionals who want to promote rental properties in Singapore to expats.

Technique #9: Engagement Targeting

Engagement targeting, is a new feature that Facebook rolled out. The beauty of this, is that it allows you to re-engage/ re-target people who have liked, commented or shared your posts.

For businesses, this tool is incredibly useful in giving potential customers an “extra push” into buying your products. The fact that they interacted with your content is an expression of interest on their part and the reason they have yet to buy something is because they are hesitating.

And with Engagement targeting, you will be able to stay “at the top of their minds” because they will be constantly exposed to your ads.

To do this,

Go to www.facebook.com/ads/manager, then click on the “Ads Manager” navigation menu on the top left of the screen.

Facebook Ads Manager

Then Click on “Audiences” which is located under the Assets category.

Next, click on the “Audiences” tab,

In the new page, click on “Custom Audiences”

Facebook Create Custom Audience

Next, select “Engagement On Facebook”

Facebook Create Custom Audience Engagement

In the new pop-up, select the relevant option.

Basically, each options represents the kind of audience you want to re-engage.

i.e. If you want to target people who interacted with you on your video ads, then select the video option

Facebook Custom Audience Engagement Type

Finally, you should see a page that looks like this:

Facebook Custom Audience Engagement Source

Select the type of specific type of people you want to target (as shown in image above),

Fill the time-range i.e. people who visited your page in the past 30 days…

Then give your audience list a name

And… you’re done!

Now you have an effective tool to pick up the potential leads and sales that may have “slipped” through your grasps.


About the Author:

Adam Teow is a customer acquisition expert who has managed more than $5.5 million dollars of advertising budget over his 7 years of experience in digital marketing for global brands such as SKII and Gillette. He has trained over 1,500 business owners and marketers and helped them generate millions of dollars of additional revenue for their businesses.