I Found A BETTER WAY To Do Facebook TARGETING

0:00in this video i'm going to show you a better way to do facebook targeting now the technique i'm about to share doesn't work for every business it works for most and for those that can use this technique it could be an absolute game-changer i'm talking about broad or open targeting and before i get into the pros and cons of broad open targeting and explain when you do and don't want to use it just want to quickly show you what it looks like in case you're not familiar with with the setup so if i just quickly create an example campaign in an example ad account i'm just going to create a sales

0:27campaign for demonstration purposes and if we jump over to the ad set level broad or open targeting is exactly what it sounds like it is adding in nothing at the targeting area you obviously enter in your target location that's important that so you could use broad open targeting at the local level national level international level but you don't add in any age parameter restrictions any gender restrictions any detailed targeting options no interest behaviors demographics no custom audiences no look-alike audiences no language criteria you just leave it open open targeting and the idea is that you're allowing meta to work out who is the best people for you to be

1:06advertising to who is most likely to take your desired action go on to purchase going to become a lead etcetera that's what this looks like now for those of you who haven't seen or heard about broad or open targeting as a facebook targeting technique before this might be quite shocking you might be thinking surely you need to add in some information you need to give give facebook give meta direction in terms of who to advertise to who's going to be interested in your stuff that's not always the case the businesses that can use this i'm going to get to that in a minute can see incredible results there's some real

1:35pros associated with broader open targeting the first one is that you're obviously going to operate with large audiences as large as you can possibly get and we know that all things being equal larger audiences tend to perform better than smaller audiences there's a number of reasons for that it gives meta more flexibility in terms of when they can show your ads who they can show them to if a particular segment of your target audience is really expensive they could advertise to other people there's also lots of people that may be interested in what you have to offer but wouldn't necessarily be included in the interest that you're targeting because

2:06facebook's just not going to be able to capture everyone within that interested who is actually interested in that thing these interested demographic behaviors aren't 100 accurate with broad open targeting you're allowed to reach those people with broader open targeting you're also able to scale campaigns massively if you can get your campaigns to work well to produce a really good return on ad spend you can scale them and you can scale them and you can scale them if we're running open targeting in the uk you can see on this right hand side over here we're looking at an audience size of 45 to 53 million in the us is going to be

2:36200 million plus these audiences are absolutely enormous the scalability is fantastic with really large audiences you also run into ad fatigue issues far far slower if you're really detailed targeting and you've got small audiences you're going to run into ad fatigue issues pretty quickly you're going to have to constantly be putting new ads in that's particularly annoying if you've got ads that have been working well well with broad targeting open taxes you can just leave them running scale it ad fatigue issues might take years literally years in order to present themselves so there's some real advantages to doing this it's also often a good idea for facebook advertisers

3:10that aren't experts yet to go with open targeting that you're far less likely to get something wrong to overspecify to make your audience too small or just to miss the mark and use a interest or a behavior targeting option that just isn't appropriate a lot of facebook advertisers particularly beginners get that wrong they completely jeopardize their campaigns with open targeting that's far less likely so those are the reasons why you would want to use open targeting and they're pretty compelling but there are some negatives there are some cons associated with this as well that i need to cover so firstly it can take facebook meta a long time to work

3:44out who within this enormous audience that you're giving them is actually likely to take your desired actions actually like you purchase is actually likely to become a lead if you're giving facebook an audience of half a million people or you're giving facebook an audience of 200 million people they're usually going to get find the right people within that smaller audience much much faster so you can get worse results initially you can see an extended learning phase and of course with these massive audiences sometimes meta just does not work it out we've launched campaigns using open targeting and we just had a feeling that even though there's all these audience

4:20options and there's testing going on and the learning phase happened that just the right audience has not been found within this massive audience we've switched over to more specific more detailed targeting and seen better results that doesn't always happen but can happen is something you need to be aware of if you're going to use broad targeting or at least test it that that may well be the case in your ad account and along those lines open targeting doesn't seem to work as well if what you offer is fairly specific and fairly niche if it's something that's relatively hobbyist that only people that are interested in that specific

4:51hobby are likely to be interested in purchasing signing up for whatever it is however your sales cycle works if it's really quite specific if it's like you know some sort of fishing equipment and only people that go fishing and perhaps only people that go fishing for a certain type of fish in a certain setting whether it's fly fishing or you know whatever are going to be interested in that well open targeting is probably not the best option in those scenarios because only a tiny tiny percentage of the people that could see the ads are actually even going to be interested in the slightest with those more specific

5:22options we do find that adding in detailed targeting options works better and that of course leads me into when do you want to use open targeting and when do you not want to use open targeting as i said at the beginning of the video this targeting technique can be an absolute game changer but not for every business there's only certain businesses that can use this and see fantastic results so if your product or service has broad appeal the opposite of what i just described about something being really niche really specific if there's lots of people within the population you're going to be targeting that are likely to

5:53be interested in whatever it is anything to do with health and fitness anything to do with the home anything to do with career success these are all things that have very very broad appeal um open targeting can can work well there's obviously other options things like food lots of uh retail products like apparel jewellery these are things that have have really broad appeal across the population so that's the first box that you want to take when you're trying to decide whether or not to use open targeting the second one is how much conversion data has already accrued in your ad account if you've got a brand

6:24new ad account open targeting doesn't work so well in order for meta to be able to work out who within this massive audience you're giving them is likely to purchase likely to become a lead etc it's much better if there's a good amount of data on who takes those sorts of actions who does purchase who does become a lead within your ad account so ideally you would have at least 500 to 1 000 conversions registered in your ad account before you start to use open targeting and of course the more conversions and i say conversions not everyone could optimize for conversion so let's just save results the more

6:59results that you have in your ad account the better so an ad account with 10 000 conversions is going to perform better with open targeting usually than that account with a thousand and that account with a hundred thousand conversions or half a million conversions is better and better it's simply because more data um puts more information into meta's machine learning process which helps them deliver a better result find the specific people within this massive audience you're giving them that are the best prospects to advertise to so the more data in your account the better and if you've tested open targeting broad targeting it didn't work in the past and

7:33you think back and you think oh yeah i only had 20 conversions in the ad account but you've got a whole bunch more now you will do in the future try retest you may well be pleasantly surprised with what happens with the more data being in your ad account open targeting may also be the best option if the area that you're advertising in there's not that many people in there to begin with so let's say you're a local business for almost all local businesses that we advertise we will have an ad set that is set with open targeting because if their total area the the total number

8:04of people that live within the area that this company operates in is say 200 000 people well we don't want to narrow that down and make that more specific that's already plenty small enough there are also scenarios where you might be advertising to a whole country but that whole country might just not have that larger population in which case you know if a country that you're advertising in has only got let's say less than 10 million people an option for your targeting could be open targeting just advertise the whole country because it's just not a huge amount if you're operating a country with a much larger population maybe

8:34that's less important but smaller population countries and definitely local businesses only advertising in a certain area we will nearly always use open targeting even if the product or service is fairly niche and more specific we will we will still try this broader approach so if you do meet those criteria i mentioned i would certainly recommend giving open targeting a go you very little to lose by testing it and it could be an absolute game changer could really help improve the results of the campaigns that you're running right now it could also provide a really great path to massive scalability we've seen that with so many ad accounts give it a

9:07go and let me know how it goes in the comments and before you go there's something i want to quickly mention and that's my company lead guru specialist facebook and instagram advertising services we're a specialist agency we create manage and optimize facebook and instagram ad campaigns for our clients if you're interested in finding more there's a link in the description you can click on that book a call with the team member find out more information no obligation of course and uh yeah maybe we get a chance to work together and whether or not you decide to test open targeting it's also important to run other ad sets with detailed targeting

9:33options and test those to see which performs best to do that effectively you need to know how to find inexpensive and low competition target audiences i'll show you exactly how to do that here there's a free tool that almost no one knows about but can be really really helpful for finding those less competitive inexpensive target audiences go ahead check it out