Quality Over Quantity - Building Ad Audiences on Facebook Ads Manager

When building an audience on Facebook Ads Manager for Facebook and Instagram, the number of people who will see your ad is definitely a top factor. That being said, the quality of who is seeing the ad is always better than quantity of people who see it.

Audience Aspects 
The typical factors that go into saved audiences for Facebook marketing are location, age, gender, and detailed targeting. Age, gender and location are pretty self-explanatory of your target audience. Detailed targeting is a little more complex and includes factors such as demographics, behaviors, and interests.

Paring Down 
The detailed targeting aspect of Facebook audiences allows for further narrowing and exclusions. Excluding people and narrowing the audience will make it smaller, but it also gives marketers the opportunity to reach only the people likely to convert. For example, an ad for a preschool could include interests such as "young children" "childhood education" and "parenting magazine." Adding in the demographics "Parents with toddlers" and "Parents with preschoolers" is even better. The best would be to make that another category and to narrow the audience so that the ad is targeted to "Parents with toddlers" and "Parents with preschoolers" and MUST ALSO match at least ONE of the following "young children" "childhood education" and "parenting magazine." This would make it so that at least one interest per category would be targeted. Before narrowing Facebook could target any one of the five interests or demographics, so technically Facebook could target you ad to someone interested in childhood education that doesn't have any children. Narrowing the audience makes it smaller, but insures that your target audience will have one of those interests and either toddlers or preschoolers.