While Facebook has always let you use “friends of fans” and demographic criteria to target your advertising, neither option guarantees that you’ll reach gardeners interested in what you sell.
A more intelligent approach is to use Facebook’s relatively new “lookalike audiences” feature. You simply upload your email list to Facebook. Facebook uses data from Experian and other vendors to find people similar to those on your mailing list, and will serve ads only to them. It’s very similar to using a coop database to identify the best prospect names for a catalog mailing.
Another alternative is serving your ads to people who are fans of specific Facebook pages. Complementary businesses that have a strong Facebook following are a good choice – or, if you want to get really sneaky, you can even target fans of your competitors!