It's important to really consider the age of people that your Facebook PPC Adverts are targeting.

Is it probable that they will convert?
The first question to ask yourself is whether you would have the exact same marketing campaign running in Cosmopolitan, AutoTrader, and Gardening Weekly? The likely answer is no, and you should look at Facebook in the same way.

You are supplied with a lot of information about a user’s demographic and their common likes and dislikes while browsing on Facebook, so it is up to you to use that information they provide wisely and implementing that within your ads.

Demographic & Targeting

Facebook Pay Per Click is all about testing your results and responses.
Whatever you test, you must be tracking it correctly. Once you have decided on your demographic and targeting area, you should consider the ages of the user’s that you want to concentrate on and advertise too.
Ask yourself these following questions:

• Can they afford your product?
• Is it age restricted?
• Who is it best suited for?

And let’s be honest I cannot imagine many 18 year olds would want a £10 money off voucher towards reading glasses, so always consider their needs and wants. Its all about getting them to click on your advert and convert to your website.

Which demographic should I target on Facebook?

Some statistics approximate that 26% of all of Facebook are 13 to 17 years old, while 11% are 18 to 24 years old. Therefore, a large proportion of the users are under 18 years of age.

If you sell expensive products, you need to keep in mind that those under the age of 18 are most likely not going to be able to afford your product. Therefore, you need to decide whether your PPC budget would be best suited to those over 24, or whatever you believe your audience to be. If you're spending money on PPC, make sure you know what's occurring with your campaign.

Be thorough in your optimisation and structure and you will benefit greatly.