Objectively Speaking
there is NO data-based argument to not use Broad
Interest Groups and Lookalikes might bring you a better ROAS, but that doesn't matter, because ROAS doesn't mean anything
Let's Dive into How Facebook Works
How Facebook is Built
and why this is UNDISPUTABLE
Broad, is a NOUN, not an Adjective
This is the base rate for advertising on Facebook
Every other Targeting Audience is Broad + a Tax
Efficiency is about cost & opportunity
Broad is the lowest cost & highest opportunity option in
This is NOT about size, but lack of restraint
We know that ads create their own audiences We also know that Broad is the only way to present ZERO RESTRICTION to the audience of each ad
Your ads do the work
Making that work more difficult doesn't make any sense
Why pay extra, to prevent ads from reaching the best users?
The rationale for using Detailed Targeting is that Facebook needs help from you to know who to show ads to...
But we also know for a fact, that isn't necessary
*not to mention that Lookalikes and Interest Groups don't work the way most people think, and aren't scalable
If we know for a fact that Facebook already knows who to show your content to... and we know that decision is built on Trillions of Data Points on Billions over users going back potentially 15 years
Every ad, and EVERY impression
informs the audience each ad makes for itself
Let's ask ourselves a few questions
Why would Facebook show an ad to someone who doesn't want to see it?
Why would Facebook take your money to make a bad experience for their users?
Why would Facebook when given the choice, decide to give you bad results & harm their business?
HOT TAKE... (that's 100% True)
Every Post (organic or paid), collects data on who responded well and will focus on showing that content to other users who would like to see it
Targeting folks who look like those who responded well
That's a LOOKALIKE Audience.. for every ad
Facebook is built on the concept of showing people content they want to see... so that those people will want to come back
This is the oCPM environment
That's how social media works
If your content isn't meeting that need
Your costs will rise
Fix creative & your costs go down
When we use Detailed Targeting
What we are doing is telling Facebook that we want to pay more to restrict the users that we want our ads to be shown to, regardless of who actually wants to see that ad
This raises costs
Inhibits growth at scale
While also creating instability
Ultimately, Broad works because Facebook works
When you algorithmically align yourself with how the platform functions, your odds of success skyrocket
Your vertical
Your business model
Your niche etc =
None of that changes how the system works
So your success is easy to plan for
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