easter eggs, easter, egg

Use your ideal customer avatar (ICA) to create a saved audience

Targeted audiences are a great way to get really specific with your online advertising. The first thing you are going to want to review is your Ideal Customer Avatar. This is your idea (for lack of a better word) of what your prospective online customer looks like.

Targeted audiences are a great way to get really specific with your online advertising. The first thing you are going to want to review is your Ideal Customer Avatar. This is your idea (for lack of a better word) of what your prospective online customer looks like.

Last week I briefly outlined the 3 primary types of targeted audiences, and today I’m going to speak about the first one, Saved Audiences.

Saved Audiences
Facebook saved audiences are audiences that you determine in your ideal customer avatar. You can define quite a bit about that customer, and then you are able to use this audience in your advertising again and again. Don’t worry, you can still make tweaks to these audiences inside of ads manager if something needs tweaking.

Now let’s take a look at the different choices you have within your Saved Audience:

1. Location

This is where you want your ad to be shown. You can get really specific (down to postal codes, or fairly broad as in province or country). You can also exclude certain areas if you know your customer isn’t there, or you don’t want to share an exclusive offer to another city.

2. Age

Your ideal customer avatar’s age range. It is standard to have 18-65+ but you can definitely get more specific.

3. Gender

Again, unless your avatar is really specific and you have a few different ones, keep this to both genders and watch the data. You can always adjust things later.

4. Languages

5. Detailed Targeting

This is where you can start to really narrow down your audience. You can choose demographics, interests and behaviors. This PDF is on my website and gives you the entire list of things to choose from, please note that this is NOT my creation and I’m just making it easier for you to see the choices. This is AdEspresso’s PDF. Also note that these can change or be adjusted over time.

You can also exclude certain demographics, interests or behaviors. This will be based on how specific you are when you create your ideal customer avatar.

6. Connections

You can target people who are connected to your page. Once you start using saved audiences in Facebook Ads Manager, you can exclude one connection type per ad set.

I haven’t used this one often to exclude people, I usually find a way to do this inside of detailed targeting.


Once you have decided on all of this, you can save the audience and name it. Name it with something that means something to you. Something like Summer Promo 2020 is going to mean something to me and so I will be able to rename it and reuse it next year if I need the same audience. This is important as you continue to build more and more saved audiences.

This is the first of 3 primary Facebook Audiences, next week I am going to speak about Custom Audiences.

Scroll to Top