Welcome to The Pubcast with Jon Loomer!

Broad Facebook Ads Targeting

The strategy of going broad with Facebook ads has been a popular topic lately.

GOING BROAD = No interests or lookalike audiences. Just the entire audience by location.

Truthfully, there is some merit to this approach, especially for ecomm. I have my doubts for any optimization other than conversions, but that's also because I have issues with other types of optimization in the first place.

But if you're running ads for ecomm -- especially if you have a product catalog and can classify products by category -- experiment with broad targeting.

It's the direction Facebook is going anyway. If you optimize for a conversion and use a lookalike audience, Advantage Lookalikes is automatically turned on, giving Facebook the ability to go broader. If you optimize for a conversion and use interests, Advantage Detailed Targeting is automatically turned on.

You're probably going broader than you realize anyway. It's possible that we're overthinking it with interests and lookalike audiences, at least in these specific cases.

#facebookads