Don’t Make THIS Facebook Targeting Mistake!
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- เผยแพร่เมื่อ 24 ก.ค. 2024
- There are a number of big Facebook targeting mistakes advertisers make with their Facebook ads.
In this video I show you an example of how NOT to set up your Facebook ads targeting.
I then walk you through how I would recommend you set up your Facebook targeting in your Facebook ad campaigns.
If you want better targeting for your Facebook ads, this Facebook targeting video will certainly help.
#facebooktargeting #facebookads
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Thanks for watching guys! Let me know what you think in the comments :)
000⁰0
I've given up on Facebook ads or any digital marketing, but you're giving my hope, maybe I'll give this another shot
I’ve run ads with LLA and no targeting many many many times. The CPC was astronomically more expensive than including targeting.
I'm interested to know what targeting you included? My business is International, and I have LAL audiences that I think should be pretty spot on, however it is a niche market. So I feel I SHOULD add a little of the detailed targeting to narrow it down... Could you share your experience?
Absolutely amazing. You are the gem and the king of meta-ad advisors currently. Huge credit to this video and all.
Wow, thank you!
Amazing Video Ben as usual. So many thanks for sharing these important but usually overlooked details. Two questions/comments if I may:
1. Excluding past customers from the COLD audience seems a logical thing to do. I agree that they should be included but the place to add them would be inside the WARM audience, for logical and also for marketing reasons (maybe different message to already existing customers). Any particular reason why you are excluding them from the COLD audience?
2. Targeting options on the ad set level do create some confusion as to if they are AND-ed or OR-ed. (Also as an answer to @Dr. Craig Hindson below and as I am an IT Professor) Please let me first clarify something: In computer language AND-ing two sets means getting their common elements, so you narrow down one set if you AND it with another set. OR-ing two sets means expanding their elements to include ALL elements of the two sets. That being said it is my understanding that certain elements in Facebook targeting work as AND and some as OR. Age and location for example work as AND, meaning they narrow down the initial set. So in this case if only the location and the age were selected they would narrow down the 1% Lookalike audience to those members that ALSO (AND) belong to the set age-range AND also live in the set location. However it is my understanding that the Interest and Behavior targeting OR-s (meaning EXPANDS) (as Facebook says ALSO INCLUDE) the audience to include NOT ONLY 1% LA but ALSO people that have the set interests. This of course - as you so wisely pointed out - disrupts the purpose of the Lookalike in the same ad set.
If my understanding is wrong in any of the above, I would appreciate (and all your readers I guess) your corrections!
Thanks again for your immense help and valuable info.
Your videos are great Ben. Thank you.
Glad you like them :)
Very much appreciated, ben.. Thank you 💛
My pleasure!
Hello, thanks for your video, it allowed me to understand more on my way to learning how to advertise with Facebook, your video made complete sense.
Once again, thanks Ben for sharing these small details, which are often (mistakenkly) overlooked .
My pleasure!
love
Really helpful! Thank you so much, Ben.
Glad it was helpful!
Very useful, thank you!
Glad it was helpful :)
Great content. Thanks Ben
very great content my dear
Thanks For Sharing This Wonderful Information
My pleasure
Totally agree!
Hello Ben , In France, we are many media buyers testing ALL audiences (mixing LL + interest) and it's working very well, even better. Obviously, in this case, it's an absolute necessity to first test and try LL and interest separately.
Thanks for sharing :)
Thanks for your video, it’s helpful.
Glad it was helpful!
very graet my dear
very valuable content , keep it up
Thank you, I will :)
Very useful video. I love case studies
Glad it was helpful :)
Good Video Thank You!
Glad you liked it!
Your videos are very valuable so i engage with em alot but still for some reason YT didtn put your last few videos on my Sub feed.
Thank you - hopefully TH-cam will do so going forward :)
Thanks Ben for sharing this. I wanted to know, if it's okay to use 5-8 detailed targeting option to a cold audience.
You are very welcome - I wouldn't do so in one ad set.
It's very good
Hi, Ben, its so nice to watch these videos. I have one question for you- Are you a managed client? Do you have a dedicated account representative from Facebook?
Thanks Hitesh - we actually have a number of them. They are associated to individual client accounts instead of our BM
Firstly, thank you for another great video.
If budget is a concern, I would bucket the targeting details. It could be unrealistic to have 1 targeting per ad set in terms of execution and budgeting wise.
Take for example a Yoga brand.
1st ad set: Yoga-related targeting
2nd ad set: Fitness-related targeting
What are your thoughts?
You are very welcome.
In that scenario I would not bucket them, I would run less ad sets. I think you still want the more accurate data. You can test all those interests but just do so over a longer time period.
Hi Ben, great videos as always. I have one question. If we are just running the campaign and have some interest targeting in mind to test so I set each interest in different ad set. What budget optimization would you recommend? Is it okay to set as CBO first? What will be your consideration?
Yes and yes :)
Thanks a lot.
Thanks!
Thank you very much :)
What if you have a separate campaign to target customers? Surely then you would exclude customers so that Facebook doesn’t go after the easy already customers instead of new customers?
My agency says they can already do ABM via their DSP. How does the Targeting Solution compare?
I have a question I lunched a campaign the objective is conversion calls I received some calls but at ads manager 0 results why?
Appreciate the great advice!
I’ve run 2 ad sets, & to avoid audience overlap I’ve excluded all interests in ad set A from ad set B, vice versa. The delivery is virtually nothing, there’s no reach, could excluding the interests in the opposite ad set be why?
Thanks a lot. Yep that's absolutely why - I'd get rid of those exclusions and not worry about the audience overlap.
@@BenHeath thanks for the response! I’ll definitely take that into consideration. I do get ad set fragmentation warnings as the overlap was 70%+, I guess ignore that?
@@BenHeath please I need help on my account on fb
I’ve tried to make payment but to no avail
Failed failed
Even after my card was verified
I disagree with you in not excluding "existing customers". Existing customers should be in their own ad set. The message and creative targeting existing customers is not the same as what you use for cold and worm audiences. I agree with you on not adding any age range, gender or detailed targeting when using look a like audience.
Agreed
Yes, because the message to existing customers would be drastically different, as a web designer, I would put ads about maintenance or renovations vs getting a new site.
When you have single interest ad sets when you create a campaign, do you turn on CBO?
You're the man Ben
Thanks :)
good
But in the case our initial reach is too low (non lookalike audience), isn't better to keep several interests? Great content btw ;)
Thanks :)
Adding interests doesn't increase your reach. It will probably increase your audience size but you don't want to be targeting any audience where you will even come close to reaching all the people in it.
Hey! Facebook keeps telling me that stacking the interests together would produce better results in my campaign. Is this recommended now? I've heard another advertiser talk about this due to recent Facebook changes.
Thanks Ben, love your videos. I totally understand the concept of one targeting option per ad set for testing but why are you not concerned about audience overlap? Are you not bidding against yourself or is the algorithm able to deal with this? Also are there ever circumstances with an interest only cold audience where you use the narrow function?
Thanks Katie, I'm not concerned about audience overlap provided the ad sets are in the same campaign. Separate campaigns would be more of a concern. But I do think the audience overlap issue is way overblown. There are thousands of advertisers trying to reach the same people at any one time. I don't think an extra couple of ad sets in the auction is going to make any difference to competition levels.
Hi Kate. If you are concerned with AUCTION overlap (often confused with audience overlap) you can avoid this with CBO (or as FB likes to call it now - Advantage campaign budget). Of course CBO needs some care especially if you are testing or if you have very different audiences
Hi Ben.. Great Video 😄 Is it okay to stack interests in case we are short on the budget?
Thanks :)
Budget level wouldn't make me stack interests - I would just run fewer ad sets.
I believe the as set naming should be switched? Anyways, this is a great video
Maybe it's done in another video, but when you create your website visitor audiences, do you add a "more qualifying criteria", like some time on site or number of pages visited?
Not usually no - I like to go with the largest website visitor custom audience most of the time, unless I am doing something more specific.
Hey Ben, if I use a customized audience and a specific area of my town does that operate as an inclusive AND function or will it just use customized audience members in the specific area. Thanks
Hi Dr. Craig. In fact in computer science (logical) AND means narrowing down and OR means expanding. I have posted a comment above for clarification. I hope it helps
@@liberateyourmind2688 @Ben Heath Thanks. Got it. But that doesn't help me work out if my audience now includes the specific area and the customised audience or just members of the customised audience in the specific area. Can you help there?
Simplicity always wins.
Especially over time - complex things break
Hi Ben, do you think its correct exluding client list in testing campaigns though?
No I don't - if you do so, you are testing under false conditions.
hi Ben
what should be the objective on a campaign for a warm audience? reach or conversion?
Conversion :)
Hi Ben! I've been following you for months now. I have a Retargeting campaign and I now have a few people who already initiated checkout (conversion). Is it possible to run an Ad on let's say, less than 500 people?
It is yes :)
Hi Ben. Quick question: Does the 1 intrest rule violate your (250,000 - 5% Fb users) audience size rule? For example, if were to select just 1 interest, lets say "running" that would have a HUGE audience, how could i shrink it without including more than 1 interest?
If there's a broad interest you want to target then go for it and don't do anything to narrow it down. The lower end of the that audience size recommendation is much more important than the upper end - that's more of a guideline.
You have a lot of great info but for someone new to FB ads, just how should I start? And the changes made by FB totally change any training that was done before this year. Do you have a 2022 FB ads start-to-finish course available?
Bro if you need a course every time to hand hold you then you will not get any where. Just start, make mistakes, learn.
Hi Alan, I've got a number of beginner videos on my channel including a whole playlist. I'd start there :)
Brother your advice is amazing but we can bearly hear you
You should invest in a good mic
Hey Ben do you update your Facebook course for new information ? Bought it a while back
Yep, most month's we will update one of the modules and keep that going :)
What is your advice on excluding all real estate agents if my target buyer is home buyers?
Sure - unlikely to hurt :)
can we analyze the result of the ads in the first 3 days ? and if we dont have any convertion yet, does meen that our ad is bad ?
Also i wanted to know how could we analyze the results so that we can have the best ads targeting setups ?
Hi Iris, 3 days is too short a timeframe - especially if you have a reporting delay on data.
Is it just me or has the detailed targeting lost even more options now? I'm running a new ad account and new everything else and I'm finding it very hard to target an audience with the current limitations of the so called "detailed targeting"
I SERIOUSLY NEED HELP!!
The major question I have is… for a business that doesn't have a website, just an Instagram & Facebook account, how do I target the ideal audiences to get a lookalike audience ?
You can create lookalike audiences based on in app activity - people who engage with your Facebook Page or Instagram account for example.
But what do you do if you advertise in a very low population region. I'm advertising in the north of Sweden and the whole north region is about 300k people and the biggest city have a population of 40k people. Does it mean that I should have one broad targeting adset with no detailed targeting what so ever and one maybe with a previous customer list or that is also not necessary? Thanks for the great content by the way :)
Great question and yes that's exactly what I would do. Broad targeting in one ad set. A 10% LAL in another and then your warm audience ad set.
Do these tiny details really matter at the moment? (after iOS 14.5) since FB doesn't have as much data as it did anymore, would you prefer just going with broad targeting and not really messing with the age/gender/placements etc. and letting FB do the heavy-lifting? Thanks for the vid.
EDIT: I'm asking this with regards to Cold campaigns, not retargeting campaigns.
Broad audiences work for me for bigger accounts with a lot of pixel data. Worth a test.
@@CPcheat what would you recommend for cold testing? btw thanks for the reply :)
you are right too
Hey Ben do you provide white label Facebook ads service to agency owners??
We don't I'm afraid.
Would you run that LAL with half milion people size? Isn't that too small?
Do you prefer Site Visitors or View Content for warm audience? Thanks a lot ben!
No you can run to 500k people.
I would usually include all site visitors.
Would you exclude website visitors in the cold audience?
No I wouldn't do so normally
I forget my facebook account password and it's email password
This account is about 12 years old and i don't want to miss it
I still use it as i didn't log out in my same mobile but if i log out i can't sign in because of the password and i can't sign in from other devices... if you can help me with this please
every interest related to my product in my country have like 5 - 8 million ppl , is that enough people to run the ads with separate interests or should I put them together ?
Hi Fred, that's plenty :)
Thank you sir this video is really helpful
Sir can you give a chance to design your TH-cam thumbnail
Hi Bưn! are u still using 1 interest per 1 ad set in 2023? still work effectively?
what do you think about Open targeting
Where we are using interest targeting yes, I like to use one per ad set. But we will use other targeting options such as lookalikes or open targeting
@@BenHeath should i run 1 interest per 1 ad set in campaign with CBO turn on ?
Hi ben. Great video as always! So i am doing this instagram ad (website traffic) and it seems to be working well. I chose the target audience to give it a try and only chose £5 a day. Now my question is should I increase the budget to £10 £15 a day? Will that produce better results?
You can increase the budget gradually and keep monitoring it. Like £8 a day..then maybe £10 later as well
@@wiemahdickson8713 Thanks Weimah. I was actually told my many people that one shouldn’t increase the budget of the given ad. One should add a new ad instead! But I wasn’t sure. I really think this ad is doing well and more budget may produce more result. Don’t want a stage where even after increasing the budget, the result is the same as it is now.
@@divyangchopra3929 no.. you want to close other ads that aren't doing so well and just focus on the variable with the best results
With a new product, single product website, at what point would you feel comfortable making a lookalike audience? After x amount of visitors? I havent had many sales yet.
I would start to use them as soon as you can. Which means you need 100+ in your source audience.
@@BenHeath Thank you so much! I've had thousands of visitors but not many purchases so I'll do it based off of visitors. I am about to launch my first campain with real money to hopefully get my campaign out of learning phase and have been nervouse to do it and want to have the right audience and whatnot. I have loved every bit of content you put out so thank you so much for making this less scary!
What type of campaign would you recommend to someone trying to sell as many shipping containers as possible , lol.
Isn't it perfectly fine to exclude previous customers in cold targeting, if you have a winback campaign targeting previous customers?
In theory yes - in practice, you are likely to see worse results. Facebook ad campaigns do not like targeting exclusions.
@@BenHeath interesting - so if I was to run a retargeting campaign targeting page engagers, visitors etc. separately from a winback campaign targeting previous customers, You wouldn't recommend excluding previous customers from the first mentioned retargeting campaign?
Still recommend combining warm and cold audiences in 1 CBO campaign?
No I've never recommended that and certainly wouldn't do so :)
@@BenHeath Sorry I didn't word that correctly. I meant 1 CBO campaign. Then inside having 1 adset that is warm. Then other adsets of cold audiences but all adsets within 1 CBO campaign.
Is using lookalike audience option only good once you have enough data?
Lookalikes get better the more you data you have in your source audience.
Thank's for the video, man! Very informative! 1 like and 1 subscription from me :)
Awesome, thank you!
Ben, can you be hired to help
How nuch is your budget for this setup
audio too low
They did all of that to save money
if lookalike then why not also keep the women in? I mean the website visitors I am so sure of were a lot of women, looking for some nice clothes as a gift or in general. from my 20 year experience having shops, most men need their "advisor" (or their mommy) to tell what to wear and that it´s time for a second pair of jeans. NOT KIDDING!!!!
I don't understand at all. This is so confusing. If we have to let facebook to decide everything, then what is the purpose of finding customer persona? And suppose I can deliver in 100+ countries, then should I select all of them?
Earlier I used to believe that as advertiser we can help facebook narrow down. If we know that 80% of our customers are from 20 cities of USA, then we should select those cities. But you are saying to select entire USA.
Same with age group.
And with current high costs at facebook, I am not in position to A/B test. Totally disappointed with facebook ads and also a bit with you.
0:21 this dude just sat here and told a straight up lie to set up a video 😂 There is no client. If it’s completely anonymous, why would you need to get their permission in the first place. Your story don’t make sense bro
You still have to ask permission even if you anonymize stuff. Doing otherwise would not be good.
I think you need to look into my company a bit more before accusing us of lying. We've got 20+ account managers and 100+ live clients right now.
@Ben Heath Simply put...No. You don't. You're in essence speculating a concept or theory anonymously. You don't need permission to do that...just sounds like you used that story as a fake premise of social proof for your video. Studying your company wont change that.
I would be more likely to listen to your information if you used any of your OWN actual proof and execution...not all these "test accounts" and ghost clients.
Thats my opinion. Do your thing though
My agency says they can already do ABM via their DSP. How does the Targeting Solution compare?