Bigger is always better, right?
When it comes to Facebook advertising and your audience—think again!
Advertising in general is both an art and a science, and the same is absolutely true when advertising on Facebook.
This week’s Mari Minute poses the question: what is the ideal audience size for your Facebook ads?
Given that there are 1.59 billion monthly active users on Facebook, it seems almost counterintuitive to aim small, but as Facebook explains it, “the ad in your ad set is likely to perform better if it’s displayed to the people who are most likely to be interested in your product or service.”
The reality is that a smaller number means you are targeting specific users to help you achieve a desired outcome, as opposed to casting a wide net and just seeing what sticks. For you as the advertiser, aiming smaller will allow you to narrow in on the exact type of customer or client that your business really wants.
Tips for Successful Audience Targeting
- Aim for an ideal audience size between 30,000-300,000 users.
- Use Interest & Behavior Targeting to narrow down the audience size.
- Use Detailed Targeting in the Power Editor to use Boolean search terms, like “and” “or” to reach users that, for example, like Mexican food AND Los Angeles, or Mexican food AND Los Angeles or Orange County.
- When building your ad, aim to get the Audience Definition meter somewhere in the middle between specific and broad.
Tune in next Wednesday for the next episode of #MariMinute!