facebook audience too broad

While it can be scary to cast a wide net, this approach can help you find potential customers you’d never have known existed otherwise. The “source audience” for your lookalikes can be any Facebook audience you’ve already created; to maximize their value, though, you should use converters (based on the Facebook Pixel) or customer email addresses. This is fact, not opinion. The real magic happens when you use behaviors to subtract users who are less likely to convert. Targeting broadly gives Facebook a good chunk of power. Analyze & improve your digital marketing -- for free! Getting ROI from your Facebook spend is all about focusing your budget so only relevant, qualified audiences see your ads. Remember: Introduce your brand to an array of prospects with broad audience targeting, then sell to them with specific audience targeting. But on Facebook, while a ludicrous array of information can be leveraged to create hyper-granular audiences, the intent component usually isn’t there. 4. Is your mission to bring in more revenue, attract better leads, or increase exposure for your company or clients? Facebook doesn’t divide the impressions equally by platform, and in many cases over 95% of the ads will be displayed on mobile. This seems to be the sweet spot for Facebook. They serve your ad creative to a smaller subset of users than you’d reach with broader targeting. Create an account or log into Facebook. Here are a few of the ways you can define these more specific audiences: These (and literally an infinite combination of other specific targeting methods) can help you skip a few stages between a prospects thinking “hmm, this looks neat” and  punching in a credit card number. Let’s take a closer look at what I mean by “broad” and “specific” audiences. But that’s not the only issue. If not, you went one interest too far. Sign up to get our top tips and tricks weekly! Your budget 4. Want to confidently secure your future? 3) Watch the audience meter to see whether your audience is too specific or too broad. Unfortunately, in many cases, lookalike audiences are too large. Paired with a compelling offer and engaging ad creative, a quality audience of 100 people is better than 10,000 randos any day of the week. Where to subscribe: Apple Podcast | Google Podcasts | Spotify | RSS. If you get too specific, you risk excluding a chunk of potential customers; if you aren’t specific at all, you risk your ad getting ignored. See if you’re managing to hit the sweet spot inside what’s already a well-defined audience. Period. Get this free report and never miss another great article from Social Media Examiner. Example: You are targeting Liverpool football club. Source: Facebook-commissioned MetrixLab study of 100 UK/US/BR/ARG/MX mobile video ads that ran on Facebook in … In this article you’ll discover eight ways to optimize your Facebook ad targeting. Now, it would be foolish to target people of all ages across the United States…. Unless you’re targeting late adopters or a senior audience, select all browsers other than Internet Explorer. The minimum lookalike audience in the U.S., for example, is around 1 million users. Run three different tests: one where the ad placement is mobile and desktop, a second one for desktop only and a third one for mobile only. Have you run split tests to optimize your Facebook ads? Even though you’ll likely see higher engagement using broad targeting (simply due to the number of folks you’ll reach), the majority of your Facebook advertising budget should still be assigned to targeted audiences that can be tied to actual business value. One key way of determining quality (outside of, you know, conversions and revenue) is by checking Relevance Scores. Facebook ads aren’t easy to wrap your head around, but with an understanding of audience creation and a cohesive targeting strategy in place, you’ll be well on your way to paid social success. Here’s an example of an old high-level audience combination. Of course, doing so effectively requires a nuanced understanding of who you’re targeting and, more importantly, how you’re targeting them. Higher engagement can be found with Audience Optimization. This typically will improve every aspect of your campaign results. This is why it’s so important to pair broad and specific audiences, using the former to funnel new prospects towards the latter. Facebook’s new targeting options help you improve the conversion rate of your Facebook ads. The counter argument to a broad approach is: “But I’m selling a niche product and I don’t think one million people will buy my product. Ditto for custom audiences generated based on website traffic; use Google Analytics to determine which pages people tend to visit, ensure the Facebook Pixel is on those pages, create an audience, and serve creative that elaborates on the content prospects viewed. Build long-term brand value. The bigger your audience size is, the better chance your campaign has of being successful. Pairing this information gathering/brand building strategy with more sales-centric targeting further down the funnel will help you to create a steady stream of prospects for your business. While custom audiences are ideal, you sometimes can’t access them initially or you can’t use them to reach more top-of-funnel people. I've been running Facebook Ads since they first became available and have had a lot of time to experiment on what drives results. If the indicator needle is in the red section of the dial, consider making your audience broader. There’s no way of knowing whether their characteristics represent discernable business value that you’d like to mirror. What tips can you offer? Conduct your own test: try targeting more narrow and broader audiences with the same Facebook mobile video ad. Yes if you let Facebook run its magic long enough it will be able to find them. While custom audiences are generally limited—since you need to upload a list or supply users based on on-site in-app actions completed—lookalikes are simply aggregated users whose characteristics mirror those of a selected source audience. When you find the right combination of lookalike audience and interest, you’ll have a more targeted audience and reduce the cost per click/conversion. Please remember that the ‘Narrow Audience’ and ‘Exclude people’ features (explained above) work for Interests too…and they can be used in combination with either Demographics or Behaviours! It means that you could add in some additional targeting parameters to get a smaller, more specific audience if you’d like. Create & Manage Accounts. 2. The “customer” component of customer file audiences is, uh, negotiable. ). This Social Media template is part of Octoboard Social Media reporting tool, Octoboard PPC reporting tool for Agencies, Octoboard SEO reporting tool for Agencies and Octoboard client reporting software for marketing agencies Your Relevance Score is important because it determines both your cost per click on Facebook and how frequently Facebook shows your ad. Using their overlapping demographic and psychographic characteristics, you can pair new, optimized core audiences with targeted ad creative to incite more conversions. Instead of writing “Did Liverpool find a new striker?”, You could make it much subtle by using their own language “Did the Reds find the new Torres?”. At the most similar level, Facebook is going to find you the top 1 … Here’s a recommended mix of smaller audiences. You (and Facebook) won’t be able to find the right people who are interested in your offer. One common practice for defining your target audience is to choose the right ages based on your product definitions or Facebook Insights. When that happens, replace the broad interest with something more specific you found among suggested pages to get even better insights. The advantage of doing so is obvious: you can tailor your ad creative to the overlapping characteristics of small audiences to show prospects how your product or service addresses a specific need. If your audience is too small, try choosing dozens of companies, apps, influencers and blogs. Quite the opposite. Another easy way to uncover audience data is within your Facebook Audience Insights. Business Help Center. Then scroll down to Detailed Targeting and add interests one by one. Stage in your funnel 3. If you’re worried you have a heavy landing page, try split testing between 4G and 3G. With broad audience targeting, you can reach people who've expressed interest in your products (or products similar to yours), even if they haven't visited your website or app yet. So if you audience is over 1,000,000 try adding in some interests to get it smaller. This means striking a balance between broad and specific audiences, effectively turning your Facebook advertising efforts into a self-contained marketing funnel. When you find the right combination of lookalike audience and interest, you’ll have a more targeted audience and reduce the cost per click/conversion. What do you think? Once you’ve decided which audience you want to replicate and expand on, you can make the audience larger (more broad) or smaller (more specific and similar to your original audience). For example, in the image below I chose Lookalike (US, 1%) with 1.9M people. The former can function as a broad audience. Going too granular means excluding good prospects. The latter, a specific audience. In general when you target over 1,000,000 on Facebook your audience is broad. But how do you know you’re reaching the right people? Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (46 pages, 60+ charts)! In general when you target over 1,000,000 on Facebook your audience is broad. They retail for $59, a steal, really, when you consider the artisanal steeze dripping from each cross stitch. Use these custom audiences to upsell existing customers, offer a product demo to people who downloaded a specific piece of content: the possibilities are endless. Facebook does not provide any data or suggest how large your audience should be. It’s a wellspring of opportunity for B2C and B2B advertisers alike. Scale your agency with WordStream software, Digital solutions for your entire funnel presented by WordStream. Collect Data by Going Broad: Starting off with a huge audience by going too broad is not at all wrong. Think of this wide but informed net as the Facebook equivalent of the Display network or a well-placed billboard. The longer, the better. The Social Media Marketing Society is the ultimate resource for marketers—a place where you can discover new marketing ideas, improve your results, get support, and become indispensable. … However, the total potential audience size for all ad groups was over 1.1 million people. It’s time to start spreading brand awareness, and there’s no better way to do so than by advertising on Facebook. To do this, first you need to install the Facebook pixel on your blog or website. With broad audience targeting, you can reach people who've expressed interest in your products (or products similar to yours), even if they haven't visited your website or app yet. Once location targeting is complete, it becomes difficult to identify segments to target. Instead, use the most valuable sources you’ve got to create lookalike audiences. This total lack of targeting is akin to showing a football-themed Budweiser commercials during The Bachelorette. By significantly reducing the number of people in each audience, you can cater your creative to the characteristics of and actions taken by a group of prospects, improving your chances of success. Simple: you just gotta trust Zuck. They’re affixed with a neat little leather patch emblazoned with your hipster-bait logo. As soon as they populate, you’re cookin’ with gas. This can lead to an audience that's too small to be effective. By breaking recent home buyers into segments using layered targeting, you can serve completely different ads to the pair of twenty-somethings buying a one bedroom apartment in Brooklyn, the Midwestern family of eight, and the recent divorcee with a beachfront condo in Malibu. (Note that custom audiences are often the smallest audiences you can create on Facebook. The approach you choose depends on what you're trying to accomplish and what resources you have available. When you define a campaign for both platforms, the CPC sometimes goes down. This allows you to target users who are more technically advanced, use smartphones and are more likely to click on ads. If you enjoy a high amount of traffic to your blog or have a wide list of existing customers, using lookalike audiences is a great tactic. You need to dig deeper than knowing just age and gender of your followers. Struggling to find the right Facebook audiences that deliver leads and sales through Facebook advertising? You can start out broad and work your way to more niche interests, or start small and expand. To find a smaller and more focused audience for your ad, test your ads using different interests. That being said, your ad and offer need to align with your broad audiences’ lack of intent. Population size in the location being targeted 2. However, with that many ad sets, you're unlikely to get a statistically significant number of results for any one of them anyway.”. This isn’t a problem if you know most of an audience is comprised of bona fide prospects, but don’t hustle backwards when you can avoid it. Best Audience Size: 500,000 – 1,000,000. Unless your ad campaign is specifically targeting existing customers, don’t waste your advertising dollars on people who are already loyal to you. Facebook lookalike audiences are the cream cheese frosting atop the nut-packed carrot cake that is Facebook advertising. Choose a custom audience you’ve built or an existing lookalike audience. You can exclude certain demographics or audiences with specific interests. Run a few new tests each week and you’ll start seeing positive results in no time. Rather than use broad terms, you can choose interests like RunKeeper, Nike+ Fuelband, Jeff Galloway and Runner’s World Blog. Audience Insights combines relationship status and location to tell you about the types of people interested in your business. It’s reasonable to think that if you show a certain ad on mobile and desktop, the cost per click on each platform will be the same as on campaigns that are displayed on only one platform. Usually, someone who types “buy fine point Sharpie pens” into Google is on the hunt for some insanely dope, reasonably priced writing utensils. Targeting broadly. “Specific” does not explicitly refer to the use of custom or lookalike audiences but, rather, a well-defined set of Facebook users. Whatever tactic you choose, make sure to give each method a chance to gain enough impressions to measure it accurately. Instead, use engagement data from broad and specific audiences to inform your ad creative. Continue with playing with the seed audience until you see more relevant results in Top Categories and Page Likes. If your audience is too small, try choosing dozens of companies, apps, influencers and blogs. Your goal here isn’t to sell a hat or close a deal today: it’s to gain exposure and fill your funnel. Search on Facebook for Business Open Side Navigation MenuClose Side Navigation Menu. This makes it difficult for Facebook to serve your ads unless they attain supreme levels of engagement among your audience—as reflected in your Facebook ads’ relevance scores). It requires that you trust one of the planet’s wealthiest entities (in terms of straight cash and user data) to algorithmically determine which subsets of humanity could be a fit for your product or service. With broad audiences, you need to determine and act on statistical significance quickly to avoid hemorrhaging ad spend on massive swaths of tangentially interested Facebook users. Creating successful Facebook ad campaigns is usually the result of dozens of optimizations and tests. Expand Navigation HeaderCollapse Navigation Header. Cross-platform software to maximize your online advertising. It will also show your ad’s potential reach, estimated daily results, and post engagement. Don’t tweak an existing one. Facebook changed their algorithm in January in a major way. As an advertiser, you can use behaviors to define your audience (for example, Frequent Travelers, Console Gamers or Facebook Page Owners). This means that the chances are good that they’ll also like your brand and product. To find a smaller and more focused audience for your ad, test your ads using different interests. There is no specific ratio with the percentage of people you should reach within your audience but budget definitely plays a role in how narrow or broad your audience should be. You can use Facebook ads to target all two billion (and counting) users with a single offer. Of course, you also significantly decrease your ability to reach large swaths of Facebook-using public. Relevance Score is Facebook’s measure of the quality and engagement level of your ads. But it does increase engagement.. Theoretically, without Audience Optimization, Facebook will show your post on a specific topic to a random 5% of your fans, some of whom may or may not be interested in that topic. You can also use the data you glean from broad audience targeting to formulate more specific audiences further down the funnel.

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