03/19/2024
I strongly believe that broad audiences are the future of Meta and TikTok.
And I believe this to be the case for 3 reasons:
1. You know, some day, you'll have to go broad. It's a fact. As a business scales, no interest or LLA will be big enough to sustain all of its ad spend.
2. Ad platforms all heavily use AI to scrape your landing page, ad copy, and every element of your ad from words to colors, emotions, demographics of a character used in an ad, etc. And that same information is then used to target the right audience, automatically.
3. Using interests is a crutch for poor creative craftmanship. A great ad will make its way to the right person, because of scenario #2.
Consider this example for a second:
You're an e-commerce brand, advertising in the US, nation-wide.
The total size of this broad audience is, let's say, 200M people.
But then, your friendly neighborhood marketer at your local networking comes at you and tells you:
"Add a list of 10 interests to your ad set, your ads will perform better!"
So, you listen to him and do so... But now, your audience size goes from 200M people to 6M people.
Which you've now cornered yourself to face 2 eventual problems:
1. Assuming a $10 CPM, you'll tap out the whole audience after $60k in ad spend.... Might seem far right now, but with the amount of clients I've seen spending $10k a day, that's less than a week of ad spend at that scale. No bueno.
2. Your ads most likely will work with the interest! YAY, you found winning ads! Or did you? Because for many, when they try to run that same ad concept to a broad audience, it'll fail. Why? They weren't using a mass market desire. The concept was built for such a narrow audience, that it only worked at small scale...
And if you watched some of my old videos, for an ad concept to be considered a winner, it must sustain a certain amount of ad spend, for a certain period of time.
This is the MAIN point I want to make here. I'll start and end this email with the same statement:
You HAVE to use broad, some day.
Why not do it now?
Get your ad account, pixel and algorithm trained for it.
Start the right way, and build your ad account to sustain you today, next week and 5 years from now.
But there also are 3 other key explanations I give in the below video, supported with illustrations and examples, showing you why you should be considering broad audiences...
Check it out now!
Why You Should NOT Use LLAs & Interests With Facebook Ads:
🤝 Get Me To Create & Manage Your Ads: https://go.paidadvertising.com/agency💵 Have Me Mentor You: https://go.paidadvertising.com/adengine🎓 Join My Paid Ads...
