Lets dive into why we actually use audiences
This is the MASSIVE misunderstanding that sits at the core of the "Pro-Interest Group" argument
Facebook Ads, make their own audiences, based on the engagement of the content think of it as an ad-based LAL
Thats how targeting works
"KNOW YOUR HISTORY"
This is where Interest Groups come from
Why we see such strong correlations to Affinity Audiences on Google
& some perspective as to why Facebook hasn't updated the tech in years
Remember, Facebook has Given No F*cks about Interest Groups for half a decade
INTEREST GROUPS DON'T WORK THEY WAY YOU THINK THEY DO
You are spending a TON of your money on people who don't want to see, or even think positively about what you're promoting
*nearly 2/3rds
How many people are paying extra to reach
because they enthusiastically don't like you
"BETTER RESULTS" is a very subjective term
Platform results, in isolation, does not translate to long-term success
When you use interest groups to get better results
You're destroying your future
for "better results" right now
here's why its bad business
with contextual data
Why do Interest Group's unstable wins cause harm?
Because they impede the ability for Broad to be more stable
and makes it much harder to maintain daily growth
While also positioning ourselves as bad business partners to Facebook
This is NEVER a good idea at scale
Thats a Fact
Many Marketers Misunderstand the Main Reason they are spending money
Also, the downstream harm for the brand
Is extremely detrimental to larger growth efforts
A good business
A good team
Scales positive outcomes much more reliably and in a more stable fashion
That's the trick
Interest Groups, when compared to Broad
Loses at all macro-economic objectives
The upside is non-existent
The immediate return of causing harm
Is infinitely outweighed by the stable and scalable results that using Facebook properly provides
A Good Business Scales an Ad Account
The Final Nails in the Coffin for anyone opposing the idea that "Interest Groups are Trash"
Business Economics
Business Growth Dependencies
Broad beats Interest Groups against all positive measurable objectives at scale
Most marketers have very little exposure to biz dev ops
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