Building an effective audience using Facebook Insights involves understanding your target audience, analyzing data, and utilizing the available tools to create a targeted and engaging audience for the tour and travel industry. Here’s a step-by-step guide on how to achieve that:

1. Define your target audience: Understand your ideal customers and travelers. Consider factors such as age, gender, location, interests, behaviors, and travel preferences. This information will guide your audience creation process.

2. Use Facebook Insights: Facebook Insights provides valuable data about your existing audience, which can help you refine your target audience. Access the Insights dashboard for your Facebook Page to gather information about your audience’s demographics, interests, and engagement patterns.

3. Analyze your existing audience: Review the demographics and interests of your current followers. Identify patterns and trends that will help you understand what type of audience is already engaged with your content and services.

4. Create Custom Audiences: Utilize the data you collected from Facebook Insights to create custom audiences. Facebook allows you to build custom audiences based on factors such as website visitors, engagement with your content, and customer lists.

5. Lookalike Audiences: Once you have a custom audience, you can create a Lookalike Audience. Facebook will find users who share similarities with your existing audience, helping you reach potential customers who are likely to be interested in your tour and travel offerings.

6. Exclude irrelevant audiences: To make your audience more effective, exclude certain groups that are less likely to convert or engage with your services. Here are some exclusions to consider for the tour and travel industry:

a. Non-relevant Interests: Exclude interests that are not related to travel or tourism. Focus on interests that align with various travel activities, destinations, or travel-related products.

b. Irrelevant Locations: If your travel services are limited to specific regions or countries, exclude locations where you don’t operate to avoid wasting your budget on irrelevant audiences.

c. Existing Customers: Exclude your current customer list when running awareness or lead generation campaigns to avoid advertising to people who have already booked tours with you.

d. Low-Engagement Audiences: Analyze the engagement data from Facebook Insights and exclude users who have shown little interest in your content or ads in the past.

e. Non-Travel Behaviors: Exclude people whose online behaviors indicate they are less likely to be interested in travel or vacation-related activities.

7. A/B testing: Experiment with different audience segments and ad creatives to identify the most effective combinations. A/B testing will help you optimize your campaigns and focus on the audiences that generate the best results.

8. Regularly review and adjust: Facebook Insights is an ongoing resource. Regularly review your audience performance and adapt your strategy based on new data and changes in your target market.

Remember, building an effective audience on Facebook is an iterative process. Continuously refine your approach based on insights and performance data to ensure your advertising efforts are reaching the right people with the right message.