The BEST Facebook Ads Targeting Option (NEW DATA)
ฝัง
- เผยแพร่เมื่อ 24 ก.ค. 2024
- I recently polled my TH-cam audience and asked which type of Facebook ads targeting performs best for them right now.
I gave three options:
1) Open targeting
2) Detailed targeting
3) Lookalike audiences
The results (from over 1,300 people) were really interesting.
In this video I explain what these results mean for your Facebook ads targeting strategy.
And interestingly, how our results as a Facebook ads agency differ from my audience.
#facebookads #facebooktargeting
**************************
Interested in our DONE-FOR-YOU FACEBOOK ADVERTISING SERVICES?
If you have a Facebook ads budget of $3k per month or more, we'd love to speak with you and discuss how we can help you achieve fantastic results.
You can find out more about our services and book a free 30-minute strategy session with us here: www.leadguru.co.uk/done-for-you/
**************************
CONSULTING SESSIONS with our Facebook & Instagram ads experts:
Interested in having one of our Facebook ad account managers look at your ad campaigns and make real time recommendations to help you get better results?
Or answer any questions you have about Facebook & Instagram advertising?
You can book a session here: www.leadguru.co.uk/facebook-a...
**************************
FREE WEBINAR:
You can watch my free webinar called "3 Killer Facebook Ad Strategies To Double (or More!) Your Revenue" here: event.webinarjam.com/register...
**************************
FIND ME ELSEWHERE:
Instagram: / benheathmarketing
Facebook Page: / bheathmarketing
Facebook Group: / facebookadsmastermindg...
Twitter: / bheathmarketing
LinkedIn: / ben-heath-marketing - แนวปฏิบัติและการใช้ชีวิต
The poll data may be skewed because some people only vote because only then they can see the results. It would be interesting to add the option of “I only vote to see the results”
Exactly! Good point. Although I voted just to see the results I chose to remove my vote just after.
@@mevszach yep I do this for lots of polls but a lot of people probably don’t
Awesome video! I’m definitely subscribed and ready to learn a lot more things.
I have a question though. 1. I’m in the affiliate marketing game. I’ve only use detailed targeting which I really thought was the only way as I didn’t want cold leads coming in everyday. The way you explained it is “everyone a cold lead” so my target audience is mums and dads wanting out of the 9 to 5 grind to travel fulltime as that’s exactly my families plan. Would you suggest to run a few ads that aren’t detailed targeting and open to see how the algorithm would go with that? Cheers
Great video, again! :) thank you! I would appreciate an advice - Can I use 1 open audience ad set targeting the US, and few interest audiences targeting specific cities in the same campaign - each ad set have their own budget. would that make any kind of mess?
Interested to hear your take on open targeting when it comes to instances where you cannot optimize for the actual thing you want. A good example might be Instagram followers which still sadly relies on using traffic. Many of the clients I work with are local governments and thus don't actually have a hard conversion point. In these instances, open targeting seems to get the cheapest actions but not necessarily from the people we'd want to reach.
Great value. Thanks for that! Now that it's said that FB works better with wider audiences, do you still test each interest separately? Or do you practice putting a bunch of similar interests together to provide FB with more flexibility?
Love your videos! Great content. Thank you!
Thanks for watching :)
Hi, first, I love your channel
So you're saying that if I have a new ad account for a new product that could generally be sold broad - I should still do better interests campaigns first, right?
Hello. Can I ask you a question? What determines the cost of targeted advertising, and what works does it include?
Hi Ben! I have 2 questions, that i didnt find a answer yet for:
1.when i have build a nice ad set with different ads and so on. how can i test it on another campaign with another objective. i dont wanna build the adsets and ad again, so i would like to use them in another campaign objective.
2. Would you recommend using different attribution windows betweend different ad sets, which run wihtin one campaign under CBO?
Any idea? Thanks a lot!
Your editor is so darn good!
Agreed :)
Hey Ben, thanks!
resonates so much
Happy to help :)
Hey there I created a couple direct offer campaigns and the warm audience sucks up 75% of all the clicks so I can't properly test other audiences. Any recommendations on how to better optimize this? The warm audience clicks aren't making any sales or adds to carts.
Always interest and LAAs here. Never had any success leaving it open.
The idea behind the concept of "open audience " is too vague. If you are promoting in a whole big country I think you waste money. It makes sense for local areas
Hello. I'm going to publish my very first ads to collect leads. It's going to be about a investment plan at low cost. So can I use broad targeting? And the age category is from 25 to 45?
How do you select advertising platforms? Is there any principle of selecting a platform for advertising for businesses from different areas?
another factor in the survey is if someone is advertising product which is generic then open targeting helps in getting data about cold audience which lands some of them to funnels next stage .but if we are selling product which not everyone can buy and specific to some interest .do you think still open targeting helps there ?
It would be cool if you could go more in depth about when to actually use open targeting or detailed targeting! At what amount monthly adspend would you recommend open targeting/detailed targeting? I am working with a client in the baby niche, would you go open targeting or detailed targeting?
@@DarkOverFlowOverflow That answer still leaves me in the dust tbh. Babywalkers and babybeds. What is the right way? Doesnt feel like “everybody” wants that
@@stevendejongh182 I think it will be better to test interests and look alike audience
Makes sense !
Hi Ben, great content as usual.
We are in the health and wellness space - we offer a collection of nootropics (brain supplements for focus, sleep, etc.). We also have not yet launched our campagin and thus have 0 conversions.
Would you recommend we start with Open targeting or detailed? Thank you!
In that scenario, I would usually start with detailed targeting :)
He literally answered this int he video extensively
Great video!
Would you recommend going with automatic thumbnails for facebook video ads? I usually go for it but sometimes I see the default thumbnail chosen doesn't look good.
Thanks :)
It depends what it looks like, sometimes yes but not always
Hi Ben! Thanks for this and a quick question: for cold targeting, the campaign type is to choose Sales Campaign, and optimization is to choose purchase?
Happy to help :)
Yes it is if that’s what you want. If you want leads, you would want to use that objective. So it will vary business to business.
Well, Your targeting really depends on what product you are selling or service you are offering.
Open Targeting - if your product/service doesn't need to target a certain group of people or everybody can use it.
Detailed Targeting - If you are selling a specific product on a specific group of people.
Sure - I do mention that in the video
Finally turned all Facebook ads off. After many years of working ads and hundreds of thousands of dollars on spend, last Spring they simply stopped working. No matter how many variants, what kind of pixel data, new account, old account. They don't convert anymore. Traffic coming in just fine, but it's like FB can't target anymore no matter what data you give it.
Is it that or have the market conditions changed? I don't know what you sell but a lot of people are cutting back on their spending (which won't last forever) and there may be more competition now than there used to be. Just something to consider as I see business owners make bad decisions based on false assumptions all the time.
@@BenHeath Problem is I've tried most of the ideas. They drive traffic but FB is sending junk\ or non targeted traffic.
Yes market conditions change. But the conversions literally stooped almost overnight on Facebook around April last year and no matter what great you techniques I tried from you channel and other, nothing.
Traffic but almost zero conversion where there would be hundreds in past years.
Your videos are great. But something has changed that people are simply not being realistic about.
Much open and much truthful
Happy to help :)
What are the tools for advertising campaign analytics?
How many posts do you need to make in a new account in order for people to subscribe to it? People are reluctant to subscribe to an account with three posts.
Which social media is best for business and marketing?
What is the monthly budget for advertising for a blogger with 15,000 subscribers?
Ben, have you seen a difference in targeting with B2C vs B2B? Does open targeting work just as well for B2B?
to me a narrow audience works better than open targeting for B2B.
How accurately is the target audience determined by interests? Can only this type of target be configured?
What are the most relevant advertising campaign analytics tools in your opinion?
How to collect statistics of advertising accounts in SMM for reporting?
Quick question - Will meta optimise the audience for individual campaigns, or for all campaigns?
I’m wondering because I run a business selling mens, women’s & childrens clothes, so each campaign will be appeal to a different audience. Will meta pick up on this and target optimally?
It'll actually go one step further and do so for each ad set. So yes, certainly at the campaign level.
I have a question Ben, how would you go about a campaign for a mobile game? Revenue per user is 0.20, so a return on investment is super difficult to achieve. What would you do?
In that scenario you have to acquire customers at a loss and have a good enough game that the current users recommend it to other people. That's the only way you'll make paid acquisition work with that AOV.
How long does it take to review and launch a Facebook campaign?
Ya, for me so far lookalikes is first and open targeting second at the moment. Detailed targeting used to be my second best. Over all lookalike audiences results definitely went down compared to even 2021. I am experimenting with advantage+ campaign and it’s giving me mixed results, a bit all over the place and I am using 5 ads with it at the moment.
Thanks for sharing :)
@@BenHeath thank you for making all this great content!
Thanks for the video Ben, really helpful.
I have an eccomerce business selling a range of different products for different markets - Mens, Womens & Kids. I am trying to set up a funnel to sell specific types of "Air Jordan" shoes, only for women. My plan was to firstly set up a broad audience and optimize for video views - do you recommend using engagement or awareness for this?
Then, would the best option for a lookalike for a conversion campaign be to use the video views audience?
Thanks in advance.
Happy to help.
Firstly I don't like that approach. I think you are better running a conversion campaign from the off with your video ad. One of the ad sets in that campaign can be a lookalike based off purchasers once you have enough purchasers - say 300+
@@BenHeath thanks so much
@@BenHeath thanks so much
My lead campaigns are generating leads consistently, but my clients are having trouble actually converting those leads into customers. They call within 24 hours, but the leads either don't respond or aren't interested. I'm testing different lead forms, including one with an extra question to filter out lower quality leads, but what else can I do to help my clients?
Gotta call within 5 seconds!
@@baseballen1214 tell me about it! 😅
If you are running a sales campaign, why would you run open targeting instead of adv+ shopping? This is basically based on open targeting but through meta's newest algorithm + your ad account data as a whole.
Try both - I understand your logic but it’s not as simple as the adv+ shopping works best all the time.
I love your content and I've implemented a lot of the suggestions you've made in several videos and have been pleased with the results, but there's a little bit of incongruency. I noticed that in the poll in this video, you said that the majority of your clients did not prefer detailed interest targeting, but in another video where you explain the perfect campaign structure, you recommend one warm audience, two lookalike audiences, and two detailed interest targeted audiences. If it's true that you have more success with open targeting, why not include that in the campaign structure video? Just an honest question from an interested viewer.
Secondly, the general poll should've made a distinction between interest targeting and other types of targeting like distance, age, gender, etc. I feel like open targeting might work best when given a little guidance such as distance, age, gender, etc. without the use of interests.
How are you scaling Open Targeting? I've always scaled best with Horizontal Interests or Look-alikes.
I like to scale the existing campaign. So usually with a simple budget increase.
Hey ben thanks for value.
Had a question.
If you wamna intrduce new ads and copies to adset, do you make new one and turn the old one off, or edit the old one?
Happy to help :)
I make copies instead of editing.
How long should an advertising campaign last?
Can you make a video showing how to target a specific niche, for example "Music Production", BUT only people who listen to EDM (electronic dance music) ?
Target people interested in a certain edm artist
I always found success with Open targetting 75% and LLA about 25%.
Good to know - thanks for sharing :)
Tell us about interesting cases - insights that allowed you to better target and bring in leads.
Could you please help me solve my Facebook ad problem? FACEBOOK ADS HAVE NOT BROUGHT ME LEADS OR SALES, SO I DISABLED MY PREPAID ACCOUNT WITH A BALANCE OF $5K. HOW CAN I RETRIEVE MY PREPAID BALANCE WHEN I DISABLE MY ACCOUNT?
Doing great
Much appreciated:)
*Is this data for local clients? hows ecom brand open targeting work with open targeting for cold traffic??*
No this is across the board.
Would you recommend running 2-3 campaigns simultaneously with the same offer and same (broad) targeting and divide the spend instead of putting everything on one campaign?
No I would put that in one campaign otherwise you will struggle with auction overlap.
@@BenHeath Thanks a lot for your reply :) I often see that when increasing spend ex from $25 to $50 the prices pr conversion increases quite a lot. Instead by duplicating and 2 campaigns at $25 the prices stays the same.
@@0AR1 so your saying the two at the same time work better for you ?
@@jpjuster2352 Yes. I would change the creatives though. In my case the size of audience is around 8 M.
Hi, Ben! Do you really still utilize retargeting and lookalikes??
Yes absolutely
How to choose when to show ads? Or just turn on the 24/7 display?
Most businesses want to go with 24/7 but you can set a schedule if you would like. I would only do so when it makes sense - such as only wanting leads during working hours.
Lets go
Thanks for watching :)
Hello, did you notice a change in facebook ads, like high costs and less results, i and a lot of other people are having those problems, after the update this year, could you make a video about it
Not across the board no - I think that is far more ad account performance specific.
Hi ben if I have service for buisness owner i should leave it open targeting or detailed targeting (buisness owner)
Test both :)
Hello, Mr. Ben is Open targeting audience good for how to make money online niche. New to Facebook ad Marketing
It can be - it depends on a lot of factors but is well worth testing.
But if you're looking for specific people like Programmers, isn't narrowing down your research by picking detailed audience a good idea?
I do say in the video that open targeting suits business that are not targeting a super specific audience. So yes :)
Is it possible to become a targetologist on your own? Or is it better to hire a specialist?
On Instagram
But isn't FB supposed to pull the information from my copy and creatives before looking at my detailed targeting? Lots of interests are going away and becoming more and more inaccurate, don't you think that broad targeting should be the right and best option for a new account instead of limiting machine from learning?
I think that's putting too much trust in the machine learning process. Using targeting options early is like giving direction, not limited possibility. Once Facebook knows what a conversion looks like, sure, but before that you are likely to waste a good amount of budget.
@@BenHeath I tried adding interests, it worked for a couple of days, got 6 purchases in 3 days (I sell gold jewelry), added interests like jewelry, necklace, luxury goods etc, then my cost per purchase started increasing and the campaigns stopped generating sales, I wanted to scale, the second I increased 20% budget, the adset died, it burned the budget without me getting any sales. Duplicated the campaign multiple times, same thing happened. I started running advantage+ shopping a couple of days ago (catalog), to be honest, I didn't expect it to perform so well. I worked on my product feed before, added relevant keywords and descriptions, worked on my content, I got 9 purchases and 19 add to carts in the last 48 hours, CPM is significantly lower than interest targeting, I didn't expect it to outperform the manual one.
I wanted to share this with you, and hear your thoughts on how to keep performance consistent using advantage shopping+ campaign. Do you recommend I keep increasing my budget by 20% every 3 days? I am scared that if I do that, itll kill my ad again :(
Very happy with performance but I am not sure how to scale. Thank you very much 💗
should it be 3 seperate campaign? or same campaign, 3 ad sets?
Same campaign, 3 ad sets for me
How to allocate the daily budget in an advertising campaign?
I like to use Advantage Campaign Budget and that question is answered for you by Meta
I am from those 44%.
Ben if I have a new ad account what should be best ?
Most likely detailed targeting :)
The most important factor that you need to take into consideration regarding which of the 3 targeting option you should choose is, pixel.
How trained is your facebook pixel?
The more it is, the broader you can go.
To make it dead simple follow this guideline:
1. Untrained/New pixel---> Interests
2. Semi-trained pixel---> Lookalikes
3. Trained/seasones pixel---> Broad
You can always mix things together and obviously test, test test, until you find what works for you
Interesting. Considering Facebook’s visitor profile match rate is around 15% that would mean a looooot of pixel seasoning lol
How man events are we talking here to have a seasoned/trained pixel; web visitors, view content, add to cart, purchase? Do you have a recommended rough range to go off of? Cheers
@@robertantich726 set up your aggregated events by which events move the needle. You only have 8 events so you have to prioritize carefully.
@@robertantich726 Hey Robert, it all depends on the business you are running. If its a one-product store it will be trained very quickly compared to a general store.
Have a great day my friend
thx ben
Happy to help :)
How soon do you think AI will replace advertising managers?
I’m no AI expert but I think it will be a lot longer than most people think, if ever.
People used to be concerned that computers would replace people and there would be no jobs. Instead people used computers in their work to be more productive.
I think the same will happen with AI
You’re asking people “what’s the best way to do it” with 3 options, and then saying there isn’t a best way. The three options are right for different strategies, so it’s not exactly the fairest poll/ results
Does targeting really work with the current glut of banner ads?
Those two things don’t correlate. Why would banner ad volume affect targeting?
If anything you would want to be more targeted to stand out from the crowd to your intended audience.
@@BenHeath now there are so many ads everywhere, I think that many people simply don’t pay attention to it anymore
Is it true that targeted advertising costs a lot of money? Or is it possible to invest just a couple of hundred dollars?
You can start with small budgets but if you want your ads to really move the needle, you are going to have to scale at some point. If you spend $200 and it generates a 10x return on ad spend (which would be very good) that's still only $2,000
Hey ben , do you know inspect tool is now not visible.
Yes I have seen - will create a video on it soon.
Are there guaranteed sales after the launch of targeted advertising?
No there aren't I'm afraid.
I have tried to run an ad campaign for my fundraiser, the goal is to get donations in for the volunteer work that I do in Ukraine. I have run 3 small campaigns, and all have failed. And I think the biggest part is because of the wrong targeting, maybe too broad or not the right type of people.
Ben, or anyone else, that has run successful campaigns with the objective of getting in donations for families in Ukraine?
I also tried hiring freelancers in FB groups and on Fiverr, but I mostly get spam, and people that clearly aren't (yet) ready to do it professionally.
Sorry to kind of hijack your comment section!
Facebook may not work for this type of business. Try to see how many search queries you get on Google, if there are then I would focus on getting results there.
@@dropitaly thanks for the reply! I would have guessed that video ads (now creating the first set of videos) would be the way to go, especially because there is a lot of emotion involved in the message. But you might be right, maybe FB is not the place to attract donors.
Is there anyone else that could give me some feedback on this, especially people that have run video ads for donation campaigns?
Does broad targerting work for fiction books?
It's worth testing :)
What types of ads can be set up in targeted ads?
I’d check out my video on ad formats for that. One of the recent ones on my channel :)
HOW ABOUT customer match list of 1k customer with 2% LLA'S
Nothing wrong with testing that.
Facebook recommends Broad targeting, so stick with that and focus your testing on creative and landing pages.
They don't always recommend it. And this info shows that more than half the people that responded see better results with other options. Why not test...
@@BenHeath As far as I can see they do. In the long run you will get far better, more consistent, more stable and more scalible results with Broad because its the biggest audience you can reach. You can spend all the time and money in the world testing audiences, but wouldnt it better to reduce the amount of elements you're testing and just focus on the things that have the biggest impact while allowing Facebook the freedom to find people to meet your objective.
Well... It also depends on how much data their pixel has gather over time.
Yes for sure - I do explain that in the video
If there is not much data then making lookalike is not making any sense.
My FB ads generate ZERO in sales. I can only get leads off contests. So frustrating after $$$ thousands spent. Oh well.
How do you identify your target audience?
The question posed is too broad. People will answer it based on the niche they are advertising in or the results they've seen advertising in that market. So the data is highly inaccurate. A better question would have been for example: 'if you were selling a coffee mug, what targeting option would be YOUR go to?" That way, it puts all advertisers on an even playing field, with preference or prior results being the variable. When the product is the variable from the start, the data reveals nothing other than the fact that there are a lot of people selling a bunch of different things in a bunch of different ways. Well we already know that...
I know you mentioned it, so I know you know that, but the data was already in by then.
Is there any chance to get decent profit with this profession?
As a Facebook advertiser? I've become a multi-millionaire in the past 7 years doing so.
Can they please just establish a system that works for the next five years. I'm sick and tired of having to relearning this stuff every time I need to run an ad campaign.
The problem is that it’s a competitive marketplace. So something works, then everyone starts doing it and because of that it doesn’t work anymore
Have you, as an expert, made serious mistakes in setting up ads? Interested in your experience.
Yeah of course - everyone makes mistakes that are obvious in hindsight
Respectfully disagree. Firstly the poll data is about as useful as asking Fish what type of water they prefer to live in haha 😅
The question has no equatable significance around whether or not the contributers have equally tested all options.
The information in this video also ignores the fundamental misunderstanding that interests have any merit nowadays. Facebook themselves want you to stop using interests. That's why they first gave an option to target outside of them, and now it is mandatory. Thats also why they stopped writing code for interests in 2018. They don't measure sentiment and they're not scalable. You might get a minor temporary lift in results, but it will skew things so much that over a 2-3 month period you'll be much, much worse off.
Time testing ads that don't work against ridiculous combinations of interest groups is money and time wasted, when that time should have been used on creating new hooks, angles and creatives. Accept that it's not good enough and move on.
Really hope this doesn't come across the wrong way, just passionate about this stuff. Much respect, just my opinion. Do whatever works for you ✌️
First
Nice :)