Precise targeting of Facebook ads promotes accuracy and greater effectiveness. However, we can target narrowly and broadly, so there are two strategies to choose from regarding potential reach. Our goal, of course, is to reach the largest possible audience, but the real success will be to reach those who are truly interested.
Narrow, wide...what's at stake in potential coverage?
Targeting, which is the selection of consumers to determine the target group of advertising. So it is a process that allows us to create the most effective advertising possible. If we target broadly, the number of consumers is definitely larger, but less specific. If we choose people interested in fashion in targeting, we will probably have millions of Poles in our target group. In the case where we limit ourselves to a specific area of fashion, such as business fashion, our audience narrows noticeably, but...they are people with greater potential to be interested in our offer.
Broad targeting (only) for large campaigns
With broad targeting, there is a risk of displaying ads to audiences that do not belong to our target group. Facebook targets them to people in the group from which Internet users click on them. So it may turn out that our business fashion, when broadly targeting people simply interested in fashion, will be displayed to young people to whom business outfits are not close. Broad targeting may therefore involve reaching a random audience.
However, it is a less resource-intensive option. We also have better opportunities to use segmentation. Facebook is a smart "robot" that knows very well who clicks on infographics and who clicks on video. Broad targeting proves to be a good choice for large campaigns. They require building the top of the sales funnel, into which more people "fall". To do so, we need to broaden our targeting area.
Narrow targeting, which means we act with greater precision
Narrow targeting is about limiting our field of action. However, there is a risk that Facebook will not have good optimization conditions because of this, which will limit its actions and effectiveness. At the same time, this gives us a chance to reach the right target group, potential customers interested specifically in our offer. This, however, requires very detailed data and statistics related to our target group, its preferences and habits.
The narrower the targeting, the less random audience. This is related to greater precision and thus effectiveness if there is a campaign targeting an atypical audience, for example.
You decide for yourself how wide the targeting will be. You can narrow your ads if you know it's worth it to pay more for a more specific target audience, which will translate into better results. Facebook can also take the lead, especially with large campaigns. Remember that you can always make changes and modifications by observing the effects of implemented campaigns.
