Facebook ad targeting allows marketers to carefully select the audience. It’s a powerful way for Facebook advertisers to hyper-target very specific groups, but Ad targeting can also be overwhelming because there are so many options to choose from.

This infographic brings clarity to the ad targeting choices by breaking them down into 5 categories:

1. Demographics: Targeting options include age, gender, interest, and language.
2. Connections: Targeting options include people who liked a brand’s Facebook page or app, as well as the friends of those high-interest persons.
3. Interest: Targeting options include people who are interested in a brand, other targeting options are categories such as movies, music, sports, games, shopping, etc.
4. Custom audiences: With this option, an advertiser can upload a customer contact list to target existing customers who are also Facebook users.
5. Behavior: Targeting options include people with particular behaviors, such as automotive purchase, mobile or financial behaviors, travel patterns, etc.

Related: The Complete Guide to Snapchat Ad Targeting