By advertising on social media, you can zoom in on the audience you want to reach. Your ads can be shown to people of a certain age, income, or education level. You can even specify interests, occupation, or family composition. Or you can limit your ads to a location. Other possibilities include life events, political affiliations, pages they like, apps they use, and more.
You just need to identify the characteristics of the people you want to see your ads.
By limiting your ads to a targeted audience, you’re not paying to spread your message to people who probably won’t be interested in your products. That means lower marketing costs.