#3 Interests vs. Similar Groups
Posted: Wed Jan 29, 2025 10:33 am
But jokes aside. In your ad set, adopt – as two separate ad sets for your advertising campaigns – two different approaches:
one narrow group out of a dozen or so – several dozen thousand,
the second, broader group – reaching into the hundreds of thousands of recipients.
And see what works in this case. Especially since the results may vary depending on which stage of the sales funnel you will be targeting with your ads.
My observation is as follows:
a) if we're talking about the very top of the funnel, for example, you're promoting content to encourage people to read materials about your industry (because you're a B2B company and you're very focused on educating potential recipients so that they can find your brand),
or
b) if you are promoting the brand itself, a wide product portfolio, a product listing in your online store,
then my experience shows that it is better to focus on smaller target groups . Why? Because we show exactly the recipients that interest us, quite general content or products.
However, in the situation:
c) when we're talking about a purely sales topic, large target groups often work well for me .
Because if I have, for example, an online store with women's clothing, there is basically no reason to narrow down such targeting very much.
I have noticed (and I am also partly guilty of this approach by heavily promoting france rcs data this type of target groups in my materials) that lookalike groups are considered the pinnacle of sophistication and targeting possibilities on Facebook.
There are several reasons:
1. My experience as a trainer, coach, and consultant shows that lookalike groups are not as common a type of targeting as it seems to those who are already familiar with them. About half of advertisers use this feature. Most either don't know how to enable it or don't know how to re-profile these groups into smaller, local ones. As a result, they don't use them at all.
2. The second, harder-to-detect mistake is switching to targeting based solely on similar groups . This could make you think that interests are a worse type of targeting. Meanwhile, if you delve into the advertising system, you will quickly discover that similar groups are also partly interest-based groups. Only those that the system selects itself and does not show you.
Hence all the problems resulting from overlapping audience groups and exclusions , i.e. topics that I discuss at length in several episodes of my podcast.
one narrow group out of a dozen or so – several dozen thousand,
the second, broader group – reaching into the hundreds of thousands of recipients.
And see what works in this case. Especially since the results may vary depending on which stage of the sales funnel you will be targeting with your ads.
My observation is as follows:
a) if we're talking about the very top of the funnel, for example, you're promoting content to encourage people to read materials about your industry (because you're a B2B company and you're very focused on educating potential recipients so that they can find your brand),
or
b) if you are promoting the brand itself, a wide product portfolio, a product listing in your online store,
then my experience shows that it is better to focus on smaller target groups . Why? Because we show exactly the recipients that interest us, quite general content or products.
However, in the situation:
c) when we're talking about a purely sales topic, large target groups often work well for me .
Because if I have, for example, an online store with women's clothing, there is basically no reason to narrow down such targeting very much.
I have noticed (and I am also partly guilty of this approach by heavily promoting france rcs data this type of target groups in my materials) that lookalike groups are considered the pinnacle of sophistication and targeting possibilities on Facebook.
There are several reasons:
1. My experience as a trainer, coach, and consultant shows that lookalike groups are not as common a type of targeting as it seems to those who are already familiar with them. About half of advertisers use this feature. Most either don't know how to enable it or don't know how to re-profile these groups into smaller, local ones. As a result, they don't use them at all.
2. The second, harder-to-detect mistake is switching to targeting based solely on similar groups . This could make you think that interests are a worse type of targeting. Meanwhile, if you delve into the advertising system, you will quickly discover that similar groups are also partly interest-based groups. Only those that the system selects itself and does not show you.
Hence all the problems resulting from overlapping audience groups and exclusions , i.e. topics that I discuss at length in several episodes of my podcast.