Broad targeting is the single best option for anyone running Facebook ads
Far too many people ask
how can Facebook use my small budget to get results amongst millions of people
But that is just NOT how Facebook Ads actually work
No budget is too small to do things right
Any type of customization in life, comes at an extra cost
GUAC COSTS EXTRA...
*and so do behaviors, interest groups and LALs + Custom Audiences
This is applied as a tax on the CPM of the audience
back in the day, Facebook used to actually show you this extra cost per option
Every Ad
MAKES IT OWN AUDIENCE
and does it's own targeting
This is how Facebook works
and it works so well
that literally EVERY OTHER SOCIAL MEDIA PLATFORM
has spent years trying to copy this oCPM
TikTok does this more aggressively (organically) than anyone else
The Organic Feed, and Earned Reach
is the exact same algorithm as the Paid Ads one
Facebook uses their data to give their users the best possible user experience
When we prioritize this in our strategic planning, we're going to win more often
Success in business is built on a few fundamentals
Lower cost inventory
greater profit margins
more scaling potential
projectable results
and better quality customers
These are what BROAD brings you over everything else
Part of scaling a business
is focusing on how to make your work more effective
how can you invest in getting more desirable outcomes
on less work
at a lower price
Using audiences on Facebook is the antithesis of this fundamental business truth
These are Facts
proven forever
Every impression of every Facebook ad
is a retargeting one
Facebook wants to give its users a positive experience
Showing people content that they want to see is what that is all about + what happens after they click on ads
If it didn't how could our frequency ever be over 1
Using targeting audiences actually is just paying extra money to restrict our ads from being shown to the people that Facebook wants to show them to
It is bad business to impair your business partner from achieving their business goals
and someone else will be more aligned
This is the STONE COLD NUTS best combo in Facebook
When we use this architecture to let Facebook use our available resources for their best business benefit, we are again aligned
The best use case here is to creative testing in multiple broad ad sets, within 1 campaign
Facebook knows what you do on Facebook
but they also know where you've been in the real world
& where you're spending your money
& what you spend it on
They also know what type of content can help curate your customer journey to take an action that advertisers are optimizing for
We have to understand that Facebook has never been smarter than it is today
The Facebook algorithm is just as good at creating echo chambers to convince people that their version of the truth is "correct"... as it is in getting people to be convinced into using their credit card
Our primary objective as business-minded people is simple
We need to develop high-value assets
to invest in with high confidence
When we test at broad, we are investing in the development of assets that provide the greatest stability and scalability possible
Testing against audiences like Interest Groups or LALs or Retargeting can also give us a high volume of data built on a dynamic data set
When an audience can change or even disappear any given day... using that as a testing ground to find winning ads
is akin to castles on sand
Building foundational business assets cannot be done by using depreciating assets
Interest Groups & LALs are old technology
Using them as a place to evaluate new ads
Is a recipe for wasting spend and investing in risk that will eventually end in a loss for you
Remember that goal of testing new ads
is to develop ads that we can ultimately spend a lot on
while also improving the volume and value of the traffic we drive to our site
It's not about short wins
It's about LONG TERM INVESTMENT VALUE!
Scaling is not about finding a good ROAS
It's about finding incremental lift
It's about finding a margin of efficiency
It's about being able to spend more with confidence
In a machine learning environment
the more often we make changes
the less valuable our investments become
Success comes with a few simple business principles
Are my results desirable?
Are my costs projectable?
Is my revenue predictable?
Can I trust my cash flow?
The simpler your operations are
The easier all of these are to achieve
Interest Groups & Behaviors were built to copy Affinity Audiences on Google... 10 years ago
Lookalikes were built before oCPM was developed
Custom Audiences were developed for retargeting and Business Intelligence, which is now obsolete
Broad is only audience that makes sense
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