# Facebook Ads Reaching The Wrong People!?

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=6ajw4RwkPzA
Duration: 14 min
Language: English
Words: 3241
Transcript page: https://viewrankai.com/tools/youtube-transcript/6ajw4RwkPzA

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[0:00] if you've ever felt like your Facebook ads are being shown to the wrong people then this is the video for you in it I'm going to explain what's going on and what you can do about it so before I get into the specific strategies that you can use to to find you and your targeting things like that I need to quickly say upfront that there are times where meta just makes a mistake where you set up your targeting options and you get something completely different fine looking Barbecue Pit why doesn't mine look like that let's say for example you want to Target the whole of the US and you find that you're getting

[0:28] loads of Impressions from Indonesia that's just meta making a mistake these things do happen if that does happen to you you should be able to get in touch with meta via their support and they should give you a refund for that I just wanted to clear that up front because it is something that happens now there are also some possible explanations for this your ads being put in front of people that you didn't intend to to reach didn't intend to Target and that aren't actually anything to worry about and that's firstly that people will share your ads organically they'll do that by clicking the share button and literally

[0:58] sharing it or they might interact they might comment and that makes it more likely that meta will then for free organically put that an in front of their friends people connected with them on Facebook and Instagram because that's these are social networks that's how they operate now this is going to affect certain businesses a lot more than others certain business are naturally much more sharable let's say you're advertising a a local event for example you might get a lot of additional organic reach on those ads because people are sharing them and tagging their friends in it and saying look you know we should go this to this we should

[1:28] check this out um and that's nothing to worry about as a business owner because this organic sharing this or organic interaction that leads to more reach is not something you have to pay for and unless you're in a specific circumstance where you actively don't want people who fall outside of your targeting to see your ads at all which is not most businesses most businesses just don't want to be paying to reach people that aren't ideal they're quite happy for to pay the PE pay to reach the people that are ideal and for those people to potentially share with people that aren't quite the target market that's

[1:56] normally okay this is just not something to worry about and for some business happens a lot it happens more than you think these are social networks and again this isn't something to worry about because you aren't paying for that additional reach if your ads are being put in front of some people that fall outside your age criteria or in a different location but they get those ads to put in front of those people because they've been shared organically by the people you are looking to Target that's absolutely fine now that is different from what I mentioned previously where meta can sometimes make mistakes and the way you work that out

[2:23] is the volume if you're seeing that 5% 10% of the people that are seeing your ads are in the wrong location for example that could well be because of people sharing and engaging with the ad so they get more organic free distribution if 50% or 70% of your impressions are coming from the wrong location that's much more likely that mea's made a mistake that's how you distinguish between those two options okay so to show this next point that I want to make and show you what's going on here I'm in ads manager I'm an example Facebook ad account I've created an example campaign and I'm at the ad

[2:54] set level where obviously you set the targeting options I'm going to scroll down here and this is the interface that most people are going to see not everyone has the exact same things in their ad accounts but most people are going to see this right where you have by default this audience control section followed by this Advantage Plus audience section now this Advantage Plus audience section if I click into audience suggestions is where you can enter in for example detailed targeting things like interests and demographics behaviors and we've had a variation of that for a long long time but there's a big change when it is within Advantage

[3:26] Plus audience within this section and that's that when you set an interest so let me give you an example let's say for example I only wanted to advertise people that were interested in digital marketing okay something that's relevant to to my industry under the previous setup the old targeting setup that was a hard boundary as in meta could only advertise to people that were categorized as interested in digital marketing when you are using Advantage Plus audience which most people are because it's the default and they may not realize this this digital marketing criteria becomes a suggestion So Meta can advertise obviously to people who are interested in digital marketing and

[4:01] that's probably where they will start but they will also expand to people who aren't interested in digital marketing or at least not categorized as so with their Facebook and Instagram profiles it not what I just described this targeting this interest targeting being a suggestion not only applies here at the detailed targeting level it also applies to genders so if you set gender criteria this here is a suggestion you say I just want to advertise to women well if meta thinks it's going to help your results they will also put ads in front of men um and again with the age criteria as well if you say look I only want to

[4:31] advertise to people that are between the ages of 25 and 35 that's not what this achieves you know if I just find 35 quickly um this is a suggestion you're saying to meta look I think my best customers are 25 to 35 but you know what go out and find whoever else you want now what often happens is that advertisers will set up something like this for example and they will take a look at their data or the leads that are coming through or the sales that are coming through and go hang on a minute we're getting sales from people who are 45 and 50 we shouldn't be a iing to them

[5:00] and they aren't aware that that's because this Advantage Plus audience is a suggestion now if you want to add in some hard boundaries some hard constraints you can do that to some extent and that's where you need to use this audience control section so if I go ahead and add in here anything set up within audience controls that is a hard boundary meta won't go beyond that so for example that's going to be where you add in um your location targeting and meta hide this because they really want to leave it nice and open um it helps most advertisers to be fair but also helps their job in terms of uh ad

[5:31] delivery because they've got ad ad inventory to put around lots of people and things like that um so they make it difficult but if you click on this more button you can set a minimum age you can't set like a specific age range as a hard criteria and they've added this in because obviously some things you can't advertise to certain people below certain ages in certain countries um you can add in specific hard boundaries around languages you can also exclude custom audiences if you're like I really don't want my previous customers to see so there are a few different options that you can add into audience controls

[5:58] but not much if you really want hard boundaries and you want it to apply not just to this audience control stuff you want it to apply to things like age um gender targeting interest targeting things along those lines then you have to come down here and click on switch to original audience options now I should say me is going to try and convince you to not use this as you can see use Advantage Plus audience on average 33% lower cost per result etc etc but if you click through to use original audience this will take a second but it will go through to the targeting setup that we

[6:29] used to have and I should say not everyone unfortunately has this option some people are forced to use now Advantage Plus audience um and I wouldn't be surprised at all if the original audience targeting options disappear for all uh meta advertisers which would not be ideal but is something that can happen in the future we're just going to have to crack on with it um but I just wanted to to let you know for now most advertisers can still do this and if we scroll down here we will see the targeting setup that we've been using for a number of years as I described where these um criteria

[7:00] in here are hard boundaries and that's going to make a big difference to your ads not being put in front of people that you potentially don't want them to put on the wrong people in a lot of cases now before I mention something else really important about this switching to original audience and give you some other um targeting tips around no longer reaching the wrong people wanted to quickly let you know about our done for you Facebook and Instagram advertising services so my company can create manage and optimize your Facebook and Instagram ads we can take that workload off your hands hopefully help you get much better results results um

[7:30] by doing so if you're interested in finding out more there is a link in the video description below you can click on that come through to a page at our website and book in a free call with one of my team members you can find out more information no obligation call we've always certainly worked with a business like yours in the past and probably have great results to show um from doing so so if you're interested go ahead and book that call hopefully we get a chance to work together now when you do switch to original audience options as I've done here it is very important that

[7:54] you're aware of this this Advantage Detail targeting plus um which which is basically targeting expansion so you can see that what met have said here is uh Reach people beyond your detailed targeting selections when it's likely to improve performance so even though we switched over to original audience options these targeting criteria are hard boundaries if we don't deselect this meta still has the ability to put our ads in front of people that we aren't targeting which if you're watching this video there's a good chance that's not something that you want so you have to come in and and actively deselect this and be like no matter please

[8:30] just advertise to this audience these are the people that are best my business these are the people that I want to reach okay not everyone again is able to turn this off at this point most people are just like most people are able to switch to original audience options not everyone is could this disappear in the future maybe hopefully not um but most people can still use this so I wanted to let you know about it and that's a really important part of limiting your targeting cuz stopping your ads from reaching the wrong people not wasting money on people that are or outside your core Target demographic whatever that

[9:02] happens to be might be really important to your business these are the steps that you can take to to go ahead and do that okay so another thing that I wanted to show you was this location setting options now we're in original audience but this is going to apply um to other um adset setups like Advantage Plus audience as well because you set the location in the audience control section and that's this line up here right which is recent Reach people living in or recently in this location now we used to have different options here when it came to our location targeting where we could go with that that was the default Reach

[9:32] people living in or recently in this location or we could specify I only want to advertise to people living in this location now for a lot of local businesses only advertising to people actually living in a location was really beneficial particularly if you're advertising somewhere where there's a lot of Tourism or a lot of business travel um you might have people coming in and out and if you advertise something that only people actually living there want it's a waste of money to be advertised to people that have just visited for a few days and they've left and you don't want that unfortunately meta have removed those

[10:04] other options and now we have to go with living in or recently in this location the way around that is not actually anything at the adset level when it comes to adjusting targeting it's what we can do at the ad level so the best way that I found is to use What's called the callout method so let's say for example you're advertising in New York a place that gets loads of business travel loads of tourists Etc but you offer something that only applies to people that actually live in New York York and you don't want to be advertising to those people who are recently in that

[10:32] would be a waste of money the way to do that is to make very clear in your ad who the ad is actually for who the product or service is for so you can literally start your ad copy with something like New Yorkers and then you know go on to New Yorkers check out this amazing offer and then the rest of your ad copy right and what'll happen there is that when meta starts putting that ad in front of people that live in New York they will see it starts with New Yorkers and they'll be like I'm a New Yorker and and they'll spend more time on the ad

[11:01] they're more likely to engage with it their linger time will be longer and me will go aha this is the right person to advertise in front of and those feedback loops will mean you reach actual New Yorkers whereas if they put your ad which they will do at the beginning in front of someone that's in you know California who just visited New York they will go well I'm not a New Yorker and they'll ignore it fairly automatically they won't even necessarily be doing this consciously they're less likely to engage they'll have less linger time that's a feedback mechanism to Meta Meta go oh okay we do

[11:27] want to put ads to people that are living or very frequently in this area because that's likely to get the best results so not something that you can do at the adset level anymore unfortunately but you can get around it with what you put in the ad and your messaging now you may be in a situation where you're not sure if your ads are being put in front of the right people or not you might kind of suspect it be like how do I actually go verifying this or I was reaching the wrong people you've implemented now some of the changes that I recommended um you've put more hard

[11:55] boundaries in um removed targeting expansion and you want want to check if it's actually working here's how you go about doing that right so I'm in an example ad account like I mentioned I'm at the uh campaign level in ads manager and I'm going to go ahead and click on breakdown and when you do this you will see that there are loads of options where you can break down your data so for example I could select age as an option and then we can see by campaign our results by age group right so we can see you know where we're getting results but we could also see for example reach

[12:26] like if you're like I just don't want to reach anyone over the age of no one over the age of 50 is going to be interested in my stuff you can see okay well how many people in these uh higher end age brackets are actually being shown my ads um you can do it by age you could do the exact same thing um if I remove age you could do the same thing by country so you could identify locations like this is where you can work out are ads actually being shown the right locations again you can see by country and then you can see by reach you could also see

[12:52] the results you can break it down by a number of different things and that should hopefully give you an idea of Are We reaching the right people here or not now one thing I will say is that if you are reaching what you would consider to be not the right people let's say from a location or an age or anything along those lines but it's a relatively small percentage let's say 10% of your reach I wouldn't worry about it that could easily be because of what we've talked about with people sharing interacting organically things along those lines for some businesses might be higher than that um and there's very little you can

[13:23] do about it if that is the case if however you're seeing that a much larger percentage of your ad impressions are say coming from complete the wrong age ranges or the the wrong locations like different countries that you're not actually targeting and things along those lines then that is where I would look to make some of the changes that we've uh that we've talked about a little bit here and there nothing to worry about something more significant you can jump on it and if that is the case making some of these adjustments might significantly improve improve your results so hopefully that's really helpful now targeting is clearly still

[13:52] important but targeting tweaks don't matter as much as they used to ad creative is now King when it comes to Facebook ads and in this video I show you how to quickly and easily create really high quality High converting and creative go ahead check it out

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