How to conduct audience research on Facebook: FB Ads

December 27, 2023

Facebook, with its vast user base and rich data, offers businesses an unparalleled platform for audience research. Conducting this research effectively, especially when gearing up for Facebook ads, involves understanding the methodologies and tools available.

how to conduct audience research on fb

Understanding your audience: The foundation of effective FB ads

Audience research is critical in crafting Facebook ads that resonate. It’s about understanding who your audience is, what they like, what they need, and how they behave online. This knowledge is key to creating ads that are not just seen but are impactful and drive engagement.

Method 1: Utilise Facebook Insights

Facebook Insights provides a wealth of data about your existing audience. It offers demographic information, user behavior, and engagement metrics.

How to use it: Regularly review your Insights data to understand who is interacting with your page. Look for patterns in age, gender, location, and interests. This information can guide your ad targeting strategy.

Method 2: Leverage Facebook Audience Insights

Facebook Audience Insights is more comprehensive than Page Insights. It offers data not just about your followers but about Facebook users in general.

How to use it: Use this tool to segment your audience based on various criteria, including demographics, interests, and behaviors. This segmentation can inform more precise targeting options for your ads.

Method 3: Conduct Surveys and Polls

Direct feedback from your audience can provide invaluable insights. Facebook allows you to run surveys and polls directly on the platform. Make use of this for feedback!

How to use it: Create polls or surveys that ask specific questions about your audience’s preferences and needs. This direct feedback is crucial for tailoring your content and ads.

Method 4: Analyse Audience Engagement Metrics

Understanding how your audience interacts with your existing content can guide your ad strategy.

How to use it: Analyze which types of posts get the most engagement. Are they videos, images, or text posts? Use these insights to shape the content of your Facebook ads.

Method 5: Use Facebook Pixel

Facebook Pixel is a powerful tool for tracking user behavior on your website and linking it back to your Facebook ads.

How to use it: Install the Pixel on your website. It will help you track conversions from Facebook ads, optimize ads based on collected data, and build targeted audiences for future ads.

Why targeted facebook ads?

Targeting in Facebook ads is essential because it ensures that your message reaches the right audience. Properly targeted ads lead to higher engagement rates, better conversion rates, and, ultimately, a higher return on investment (ROI). They allow you to speak directly to the needs and interests of specific segments, making your ads more relevant and effective.

In summary

Conducting audience research on Facebook equips you with the knowledge to create targeted, impactful ads. By utilizing Facebook’s tools – from Insights to Pixel – and engaging directly with your audience through surveys and polls, you can gather the data needed to fine-tune your advertising strategy. Remember, the more you understand your audience, the more effectively you can communicate with them, and the more successful your Facebook ad campaigns will be.

Explore our audience research options:

Brand Analysis

Get comprehensive insights into your brand’s digital footprint, audience sentiment, and growth opportunities.

Competitor Intelligence

Gain a deep understanding of competitor digital presence, share of voice, growth tactics and opportunities to enter the market.

Audience Insights

Uncover detailed knowledge of your audience’s behaviours, preferences and map their customer journey.