THE DEFINITIVE GUIDE TO: BROAD

Broad targeting is easily the most misunderstood and underutilized resource in Facebook ads

While this is an essential, brilliant basic, that every ad account should use, sadly the vast majority of the Advertisers still don’t even really know what it is or how to use it or why not using it, is the biggest opportunity for improvement they have

So let’s fix that!

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First off, far too many people misunderstand what Broad targeting is and why it’s the most powerful option available when running Facebook ads

Broad, is not an adjective, but a noun

Broad targeting is utilizing only age, gender, and location to restrict the available impressions for any ad to be delivered to

One of the simple truths we have to accept to move forward is that audiences don’t do Targeting

Audiences are a premium-priced restriction on the available users that any ad can be shown to

Ads do the targeting

Every single ad understands, just like any other piece of organic content, who responds positively to it, and who does not want to see that content in their feed

Because of this, Broad targeting becomes an essential brilliant basic to every successful ad account

When you pay extra

To restrict good impressions

That ultimately raises your cost across your account

Because you’re forcing bad experiences on the people

That ultimately makes you a bad business partner to the platform

And diversifies the data in a machine learning platform

You are ultimately paying extra, to work harder, to get worse results, at scale

Facebook retargeting for us already

Because every single ad knows who is most likely to respond positively to it, those ads are often shown to people who may not have ever seen us before

This is thought of as "Cold Prospecting", however, it is actually intent and experienced-based contextually relevant Retargeting that Facebook does on our behalf dynamically every day

When we restrict who can see these ads by using audiences to “target“, what we are doing is making it more difficult for our business partner to meet our shared business objectives 

Broad Targeting and CBO

One of the biggest mistakes that the vast majority of advertisers continue to make enthusiastically, is relying on a large set of audiences and/or ABO

Spending less money, in more places, doesn’t actually help the machine do its job

Facebook unfair advantage in the digital marketing universe, is that it is a machine learning algorithm with over a decade of data on the vast majority of the world, and they’re buying behavior

Facebook can use the trillions of data points and complete purchase behavior history for every single person in its database to condition users to take desired actions

When we utilize broad audiences it allows every single penny that we spend to compound in value, by having the most cohesive advertising effort for every user in our available audience

Creative Testing at Broad

When we do creative testing by definition what we are doing is seeing of the available people within our audience what experiences and Creative and copy generate the best business result

When we do creative testing against a Broad Audience, what we are doing is ultimately understanding what is the best possible ad we could make to have the greatest amount of stability and scale for our account

When we do testing against other types of audiences, like interest groups & Lookalikes, not only are we paying extra money to potentially see if new ideas are good, but those new ideas are also tremendously inhibited in their ability to produce winds for a long time

When we do creative testing, our objective should always be to produce the highest value, and highest confidence asset, that can be leveraged to the greatest extent for our business objectives at scale

Scaling with Broad Audiences

Probably the most common request of anyone trying to run ads is simple, "how do I scale?"

If you’ve already established a blue ocean of opportunity, it becomes far easier to invest more with a projectable outcome of high confidence

Running any audience other than broad tremendously inhibits the projectability & stability of any business outcome

Ultimately Broad should be used on every single account where Scale, Success, Confidence, & long-term stability is a priority

There is very little legitimate argument against not making Broad the absolute foundation of every account that you ever touch

~ Charley T Founder, Disrupter School