Facebook's advert targeting options allow you to build audiences of people who are likely to be interested in what you have to say. Whether your business is large or small, you'll find targeting options that match your goals.
Why audience size matters:
If your audience is too small, you may find that your advert doesn't perform as well as you want it to.
If your audience is too big, you may find that you aren't getting the number of impressions that you'd like. People in your target audience are eligible to see your advert, but your budget influences how many will see it. If your budget's too low and your audience is too big, your adverts may be outperformed by advertisers targeting a similar audience with a larger budget.
Basic targeting options include location, age and gender.
You can reach a more relevant audience by adding additional targeting through the interests, behaviours and demographics options. This is called a CORE AUDIENCE.
Custom Audiences - Reach your existing audience I.e. your CRM database who are also on Facebook
Website Custom Audiences - You can create audiences based on people who look like your audiences based on their demographics, interests and behaviour
Using audiences in conjunction with a sales funnel approach will ensure you reach your business and correlated ad-spend objectives.