Meta Ads Overview Part One: Targeting & Audiences

Be sure to register for part two in this two-part series!

A strong Meta Ads strategy starts with knowing exactly who you’re trying to reach. In this foundational session, tourism operators will explore how to build and refine effective audience targeting strategies using Meta’s evolving advertising tools.

Join RTO 9 and JBC | Pushing Digital Boundaries for this first introduction session to the Meta Ads platform. This session will focus on the essential building blocks of audience strategy, including how to stay current with recent changes in Meta Ads targeting and how these updates impact campaign performance. Participants will also learn how to identify and select the right audience segments to align with their business goals.

You’ll also gain practical insight into creating Saved and Custom Audiences, allowing you to tailor your advertising to specific behaviours, interests, and demographics. Finally, we’ll introduce the concept of website data sets and how they can be used to better understand user behaviour and inform smarter advertising decisions.

By the end of this session, participants will have a clearer understanding of:

• Recent changes in Meta Ads targeting and what they mean for your campaigns
• How to define and select high-value target audiences
• How to build Saved and Custom Audiences effectively
• The role of website data sets in understanding customer behaviour

This session is ideal for operators looking to strengthen the foundation of their Meta Ads strategy and improve audience precision.

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About the Speaker – Jennifer Baker

Jennifer Baker is the CEO of JBC, a full-service digital marketing agency, and brings over 15 years of experience helping businesses of all sizes grow their online presence. At JBC, she leads a team that delivers results-driven digital strategies, including social media management, paid advertising, email marketing, and website development.

With a background in adult education, Jennifer ensures that every client engagement goes beyond strategy – she equips businesses with the processes, and insights they need to succeed online. Her expertise in Meta advertising, content management, and digital campaign optimization enables JBC to create campaigns that reach the right audiences, drive engagement, and deliver measurable ROI.

Jennifer stays at the forefront of digital trends, continually exploring the latest platforms, tools, and marketing innovations to keep JBC’s clients ahead of the curve. She holds certifications from Mailchimp (email marketing and automation), Meta (Community Management and Digital Marketing Associate), and Hootsuite, as well as a Master’s in Education (2019), a Bachelor of Education in Adult Education (2013), and a Bachelor of Arts in Business & Economics (2007).

Her unique combination of agency leadership and hands-on digital marketing experience ensures JBC provides clients with strategies that not only make sense but also get results – helping businesses grow, engage, and thrive in the ever-evolving digital landscape.