You can use the majority of Facebook's targeting options with reach and frequency buying.

Follow these targeting guidelines for best results:

• New: Target multiple countries at once within a single ad set

  • You can now target multiple countries at once using a single ad set by choosing the Edit audience feature in the Audience section of Ads Manager. To add a country to your target audience for an ad set, type in the name of the country and select it from the drop-down menu.

    Bear in mind that you will not be able to customise the language in your ad creative to appear in different languages to different targeted countries. For example, if you run an ad set that includes both Germany and France in your target audience, you will not be able to target German language creative in Germany and French language creative in France. Make sure that your ad creative will resonate across all countries that you plan to target, or create different ad sets with language-specific creative for each country that you'd like to target.

    Note: This feature is currently being rolled out and may not be available to you just yet.

• Target an audience of at least 200,000 people

  • Choosing a large, broad audience lets you target all the people who matter most to your business.
• Do not exclude audiences

  • With reach and frequency buying, you can't exclude certain audiences, such as Custom Audiences or people who like your Page, from seeing your ads. When you buy ads in the auction, you can exclude audiences who have already seen your ads and taken a specific action after seeing them, such as visiting your website or making an online purchase. You can't take this approach with reach and frequency buying because it makes your audiences smaller over time as more people who see your ad take specific actions and fall out of the target audience. As your audience shrinks over time, it gets increasingly difficult to deliver your ads in full, putting your campaign at risk of under-delivery.
• Limit the number of locations you target

  • Reach and frequency also has a different targeting limitation than the auction does, which may prevent you from adding too many locations, such as postcodes and designated market areas (DMAs).

* Nguồn: Facebook