We must understand that the idea that audiences matter doesn't make sense.
Distribution of Ads in a targeting audience isn't random… that would be TERRIBLE for Facebook's business model.
LALs & Interests were invented when Facebook was a PPC platform.
Targeting was necessary when Facebook was a PPC platform.
CPM prioritizes user experience for time on site.
PPC prioritizes for shortest session.
Targeting is obsolete tech.
With broad, you're more likely to be the 1st Ad in someone's feed & you'll pay far less for that impression.
The engine behind Organic & Paid is the same.
Have you ever had a Reel get 10x more views than followers?
Ever notice that the 1st content you see is the most widespread & things you like?
Earned reach is how all content is targeted.
Audiences inhibit this
Disrespecting Facebook as a business partner is a greater liability than ever before.
This has a LOT to do with user behavior on other platforms & the decline of Facebook/Instagram retention of attention metrics.
Brands that leverage this will dominate.
Adverts who fight it will fail.
What happens after someone clicks.
What happens after they watch your hook.
Creative, targeting & budding models won't fix business model and operations.
What happens on & off Facebook matters far more than what higher cost option you use to make the stable scale more difficult.
It is often imperative to understand where tools come from, how they work, and how to use them.
Facebook is not a PPC platform.
Using a PPC solution to narrow random distribution to prospects has no relevance in an earned attention user platform.
It makes no sense.
Search and Display ads were designed as a Pay Per Click ad platform.
You are shown Ads there because you told the machine exactly what you wanted to see… and they want you off their platform as fast as possible.
Facebook's business model is diametrically opposed to Google's.
Facebook knows what you like to see and is an engine to show you content to keep you on the platform.
All content that achieves this goal is given preferential treatment.
You get greater earned reach organically & you get lower CPMs and higher-quality impressions with ads.
What are the 3 biggest misconceptions about Interest Groups (and why should you never use them)?
1: They imply sentiment.
2: They imply buying intent.
3: They are accurate.
None of these things are true. They also cost more. They legitimately fatigue & even a headline will target better.
If we need more than 1 touchpoint to make a sale & if the people in an interest group (or a lookalike audience) could be different tomorrow, by many thousands ad of people.
How many people have you invested in curating a customer journey where you have not wasted your money?
The very 1st time someone sees your ad might very well be because they are extreme Bottom of Funnel for a few of your competitors.
How often have you been chased around the internet after abandoning a cart with brands you never heard of before?
Broad DOES Retargeting.
Have you ever seen Broad targeting have a frequency of 1.0?
Because each ad creates its own audience, and often users are the audiences of multiple ads.
Broad will choreograph the delivery of content users want to see to optimize their journey to the action you are targeting.
Smaller audiences cost more to reach.
Also, forcing ads onto people who don't want to see your content harms your relationship with Facebook and makes all other ads being run far more expensive.
Maybe 10 of 1000 people in that audience buy… & you piss off 990 people.
At scale, even if you had an ASTRONOMICAL 10% Conversation Rate from a single ad set.
That means you create 900 bad experiences for every 1000 people reached, and if the frequency is over 1 or even 2. You might be destroying your relationship with the vast majority of folks who dared say "hi".