# Can Facebook Ad Audiences Be Too Large? Channel: Ben Heath Video: https://www.youtube.com/watch?v=0wYvEccGFYY Duration: 10 min Language: English Words: 2053 Transcript page: https://viewrankai.com/tools/youtube-transcript/0wYvEccGFYY --- [0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about whether or not facebook ad audiences can be too large can you create a target audience with your facebook ad campaigns that's too big to deliver the best results possible discussing the uh sort of pros and cons of audience sizes and making them larger and those sorts of things in this video before i just want to very quickly ask you to smash that like button please click that thumbs up button that'd be much appreciated and really help me out and of course subscribe to my youtube channel if you are new [0:27] and haven't done so already so i'm in an example facebook ad account here got an example campaign created and we're at the ad set level and um i've just got a default setup here of all of the united kingdom 18 plus which results in 45 million potential reach 45 million effectively facebook and instagram users that i could i could potentially reach and and obviously you know a lot of people watch my videos from other countries you know my base in the us which is much larger and potential population but the same sort of same sort of logic applies when facebook advertising first sort of became really popular first started hit [1:00] the main stream it was all about being really specific with your targeting options you wanted to target the narrowest audience possible and that was basically how you saved money you saved money and and got great results by not spending on people that are highly unlikely or not super likely to buy your products and services so you wanted to get those fifty thousand hundred thousand people that really really love your stuff even though your potential audience could be pretend hundreds of millions particularly if you you um operate internationally as the facebook ad platform became more sophisticated facebook got better and better and better at working out who those people [1:33] are for you and i would argue now that facebook does a much better job than most advertisers of working out which 20 30 40 50 000 people are most likely to purchase or most likely become a lead or whatever it is that you want and because of that advertisers have tended towards much larger audiences in recent years the logic being instead of me narrowing down to the 50 000 people that i think are really interested why don't i use a really large audience have tons of people in there and then let facebook work it out so that's led to people testing things like open targeting and i've got videos on open targeting so [2:10] i'll include a link in the description below you can by all means check that out because i think it's very interesting but going back to the original question can a facebook ads audience be too large the answer is yes but it depends on your circumstances so the only scenarios in which i like open targeting so here right now is a great example of open targeting right we have the united kingdom open ages no detailed targeting included um whole country no child exclusions ends up with a 45 million person reach we are targeting the whole country that can work very well for certain businesses and you could do the same in [2:43] the us you could do the same in other countries but those businesses need to tick a few boxes right you need to have a product or service that has very broad appeal something that just about everyone is going to be interested in now they might not be interested at your level you know just about everyone is interested in purchasing a car but people purchase cars at different levels and for different needs and things like that but there's still broadly just about everyone's going to be interested at some point in their lives at least in purchasing a car um and there are things to do with the home for example [3:11] that just about everyone's got like a kitchen right so everyone's going to want certain things in their kitchen as as default and everyone's going to want certain things in their bathroom as default so there are things that do have broad appeal but the majority of facebook advertisers don't offer products and services that do have very broad appeal and i don't think that you want to go with your open targeting option and that would be an argument against making your audience too large i think for those businesses um where your product or services is more niche it's more targeted at specific groups or or you know a segment of [3:41] society yes you can have audiences that are too large i also only like open targeting for ad accounts that are well established when you've already generated a lot of conversion data and facebook knows what a conversion looks like facebook knows who is most likely to convert and therefore when you use really large audiences basically open targeting or something similar um you they've got a really good idea of who to narrow in on if you use open targeting super large audiences with a brand new facebook ad account facebook's just a bit lost you can end up losing a lot of money early on as facebook goes through that [4:15] learning process which is obviously going to take more time and be more difficult the larger the the audience size so if your ad account hasn't got say a thousand plus conversions in it um and you don't have a product or service that is very much applicable to just about everyone then i would not recommend going with super large audiences and yes your audiences can be too large so that brings up the question therefore of what is too large you know what's the point at which you don't want to go beyond those points i said if you don't meet those other criteria in which case you know you [4:48] basically go go for open targeting um or at least test it if you don't meet those criteria and you're wondering well how big should my audiences be i like to limit my campaigns to five percent of the total potential reach in your area so for example whole of the uk 45 million people who are 18 plus and on facebook or instagram um or both so therefore five percent would be 2.25 million okay if you're doing this in the us the u.s potential reach is going to be something around 250 million um five percent would be 12.5 million okay so that's like a rough guideline if you can do that according to [5:29] the size of the population that you're advertising to um if you're advertising the whole europe you can calculate accordingly if you're advertising in all of australia you can you know australia i think 20 you know what in fact let's let's have a look at the the the number for australia i don't know what exactly they're going to have in um facebook it's going to be something like 18 million i'd have thought oh there we go my memory is pretty good i must look that for 18 million so what's five percent of that you're going to end up with 900 000 okay as your as your target audience so [6:00] so that's i think in my mind would be this sort of upper end of what you want to uh to use i've got other videos talking about audience size more specificity of not going below 250 000 so there's going to be your sweet spot and i know there are going to be certain locations in which five percent of the total target market is going to be less than um 250 000 in which case i would bump up that number to say 10 or something like that you don't really want to go below 250 000 if you can avoid it so if you're just advertising in you know a country with a [6:30] smaller population that's how you would adjust things you would increase that percentage of the total potential reach the other thing i need to quickly talk about is how this affects local businesses okay the five percent of total potential reach in your area does not apply to local businesses if you're advertising in a town with 50 000 people you don't really want to narrow that down at all you just want to advertise to everyone in that town okay because it's already a very small target market in comparison to when you're advertising nationally or internationally if you go with five percent of fifty thousand that's two and a half thousand [7:05] people your facebook campaign's barely going to run so just if you're a local business throw that five percent of the potential reach in the in the area out the window just does not apply and i've got videos about local facebook ads targeting so again check out my channel i'll include a link in in the video description below so hopefully that's given you some some ideas of information around that yes audiences can be too large as facebook continues to develop and evolve and improve as an ad platform perhaps we will all just be running open targeting in five years time that wouldn't shock me that may well be the case but right now [7:38] um that's not the way to go for the majority facebook advertiser that is too large an audience you want to be narrowed in there whether you're using lookalikes or interest based targeting options i think maximum five percent of the total potential reach applies to most most national and international facebook advertisers okay hopefully that's been useful if it has please comment below to let me know please give me a thumbs up and of course subscribe to my channel if you are new and haven't done so already and before you go couple things i want to mention the first is a free webinar i've created now this webinar is all about facebook [8:08] advertising sales funnels different strategies that we use as facebook ads agency all the time um in fact in that webinar i give you three different strategies that we use for different types of businesses they've generated more than a million dollars for our clients multiple occasions very very much tried and tested if you want to check out that free webinar go ahead and click on the video link in the it go ahead and click on the link in the video description below that will take you to page where you can you can go ahead and watch that and um yeah about 6 70 minutes long i strongly recommend you go through it i [8:38] think it'd be well worth your time and i break down these sales funnels because look you know you need to have the right sales funnel for your products and services specifically if you don't you're just not going to see results it is as simple as that so i'd go ahead and check that out other free thing i want to mention is our facebook ads mastermind group so we are coming up on 60 000 members as of the recording this video which is absolutely incredible one of the biggest communities of facebook advertisers in the world is is what we've built there and it's an amazing place full of people just like [9:07] you facebook advertisers that want to get better results from their from their facebook ad campaigns and they're asking questions getting them answered sharing information helping each other out i do free live trainings in the group uh most weeks so if that sounds like something you want to be part of go ahead and make sure you join again link is in the video description below and it's completely free to do so and um yeah hopefully we will see on the other side remember thumbs up on the video subscribe to my channel if you're new and best of luck with everything guys thanks bye bye --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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