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There Is A Huge Probelem With Facebook Ads

by ibramster
11 replies
  • PPC/SEM
    • |
Have you seen it? It stares me in the face and I don't mean how complex and time consuming it can all be. Well I do but in a round about way. Anyway, here is the issue as I see it. Let the discussion commence.

When we all go to do FB ads we start with our main niche as the interest, or at least the main interest of the niche we are marketing in. We then go down to what they may be interested in and so it continues.
We test these against each other until we have one winner left. Best image, copy, CTA, etc. Yet now we have left a huge load of potential customers on the table.
Why would you leave so many lying there.
What I mean is that your winning advert may have interest A and B as the best as these give you the best response and ROI. Yet in interest C and D there is a crowd asking for help so why would you ignore them?
I know that they may not be ignored per say, yet when agencies talk as do those that use FB ads a lot this seems to be what they are implying.
Here's my deal, you ignore them and give me the ads and the interest sets that you have stopped and I shall run them. Is that a good deal?

In short the problem is so many interests and so much needed to find the 'sweet spot'.

Here's what I mean just to clear up any clouds in the way....

My girlfriend and I enjoy cooking. She enjoys crochet as well, she enjoys baking bread. I enjoy fishing and reading fiction.

If someone was targeting bread bakers that enjoyed cooking then my girlfriend would be included and I wouldn't. Yet I may be interested in what s being advertised. How is this issue resolved with interest targeting? I kept it simple. ;-)
#ads #facebook #huge #probelem
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  • Profile picture of the author yoangov
    Originally Posted by ibramster View Post

    If someone was targeting bread bakers that enjoyed cooking then my girlfriend would be included and I wouldn't.
    Yes, this is intentional, since this was your hypothetical targeting. If you want to go broad, just target cooking and everything related. If you want to just target bakers who also like cinema, the algorythm will try do deliver exactly this. You also have options for expanded targeting
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    • Profile picture of the author ibramster
      Yoangov that is not my point. My point is that in targeting one area you are leaving a lot of others to not see your advert. 1,000,000 bakers and t that total 100,000. Meaning the other 900,000 get left out as they, or more correctly those that saw the advert responded less than the section of the 100,000 did. Which ever way there is a huge chunk of 900,000 left out. In any concern that is a HUGE piece of any market not being advertised to. Now that is a very simplified version that I hope shows what I consider a hole in interest marketing. Whilst good, it has flaws that could be ripe for exploitation.
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  • Profile picture of the author Jeffery
    Here is what I do and it may apply to your question.

    In short, FB ads are best targeted at crowds of people that spend money aka "Follow The Money".

    Once you have identified crowds the spend money it will be easier to drill down into the niches to advertise in.

    My girlfriend and I enjoy cooking. She enjoys crochet as well, she enjoys baking bread. I enjoy fishing and reading fiction
    In your example consider a man that enjoys cooking, fishing and reading fiction with a girlfriend that enjoys crochet and baking bread.

    Facebook Ad:
    "How I go fishing and have my girlfriend for desert."

    Um consider all the FB Ads you are competing with. Are all of the competitor's ads pretty much the same? Are all of their ads different? I'll bet they are all structured pretty much the same and some, certainly not all, will catch the attention of the people viewing the ad.

    I'll bet "How I go fishing and have my girlfriend for desert" generates or exceeds a higher CTR compared to all the same old ads. Isn't that the objective?


    Originally Posted by ibramster View Post

    Yoangov that is not my point. My point is that in targeting one area you are leaving a lot of others to not see your advert. 1,000,000 bakers and t that total 100,000. Meaning the other 900,000 get left out as they, or more correctly those that saw the advert responded less than the section of the 100,000 did. Which ever way there is a huge chunk of 900,000 left out. In any concern that is a HUGE piece of any market not being advertised to. Now that is a very simplified version that I hope shows what I consider a hole in interest marketing. Whilst good, it has flaws that could be ripe for exploitation.
    Once the potential customer lands on your client's page the rest is up to you as a copywriter.
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    • Profile picture of the author ibramster
      Jefferey, thank you. What I seem to have found is that you have to start broad then go narrow. If indeed narrow is best as broad may be where it is needed.
      Take business opportunity seekers for example, how many of them would have heard of entrepreneur magazine? Some would but would the majority?
      Yes we have to figure out where the money is as 20% of your ads will give you 80% of your revenue. What I was ask about is there are some many variables is that it seems more of trial and error with interest targeting as opposed to search term targeting. In the latter we know the person is active in wanting that issue resolved. In the former they are being interrupted from what they are doing.
      I do like the originality of your fishing comment, can't use line and that would be to cheesey. lol
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  • Profile picture of the author Jeffery
    Know your target market, Know the people that spend money and Know that as an Ad Advertiser you are actually an Ad Spender aka Ad$pender.

    Back to your example about fishing because you are changing the the subject to 'business opportunity seekers'. How does an Ad$pender in the Fisherman Market - Know the target market and how does the Ad$pender Know the people that spend money?

    It's an easy set of questions that have one answer.

    Hint, fishermen are cheesy. I am a fisherman and I write Ads for the two largest online Fisherman Companies in the U.S. Matter of fact, My Ads funnel the 'target market' from point-of-interest to sales of in-season and out of season products.
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    • Profile picture of the author bigdaddycash
      I agree. Fishermen are cheesy and I liked your ad idea and got my attention. I get your point. When you are narrowing down interests, focus on where the money is likely coming from. Follow the money. I like that motto.
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  • Profile picture of the author dakuma
    I agree. Follow the method to work correctly.
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  • Profile picture of the author prohrer
    Sorry this is a bit off topic, but has anyone else notice that Facebook's ad approval process, which has always been very subjective and seemingly random, has gotten even more unpredictable? I am wondering if the Facebook ad boycott and surrounding controversy is to blame. However, the company I run ads for is not even remotely political or controversial. I worry that a mandate went out from their corporate headquarters to enforce policies more strictly, but without guidance. Ads that we've run multiple times in the past are now being rejected when I duplicate them for new regions, and the suggestions for getting them approved make no sense. If you're thinking about running Facebook ads at the moment, I would suggest having a back-up plan as well... unless this truly is an isolated incident that is only affecting my company for some reason.
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    • Profile picture of the author talfighel
      Originally Posted by prohrer View Post

      Sorry this is a bit off topic, but has anyone else notice that Facebook's ad approval process, which has always been very subjective and seemingly random, has gotten even more unpredictable? I am wondering if the Facebook ad boycott and surrounding controversy is to blame. However, the company I run ads for is not even remotely political or controversial. I worry that a mandate went out from their corporate headquarters to enforce policies more strictly, but without guidance. Ads that we've run multiple times in the past are now being rejected when I duplicate them for new regions, and the suggestions for getting them approved make no sense. If you're thinking about running Facebook ads at the moment, I would suggest having a back-up plan as well... unless this truly is an isolated incident that is only affecting my company for some reason.
      Facebook is always hard to get. That is why you should never rely on them for traffic.

      I ran an ad a few weeks ago and it was approved. Then a few days later I edited the ad a little and they did not approve it. Not only that but they decided to BAN my account.

      Too many people rely on them and lost their business overnight.

      Kind of like the Google slap a few years back. People were crushing it for months and months and then lost their business in a matter of a few hours.

      Never rely on any platform for your traffic. Always have multiple sources of traffic.
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      • Profile picture of the author DWolfe
        Originally Posted by talfighel View Post

        I ran an ad a few weeks ago and it was approved. Then a few days later I edited the ad a little and they did not approve it. Not only that but they decided to BAN my account.
        Is the Facebook ban permanent of temporary ? Google is usually permanent when they banned accounts.
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  • Profile picture of the author King Manu
    The problem was never the inability to go broad, the problem was that you waste a lot of money doing it recklessly.

    That's why niching down is better, because you find the customer that is most likely to be interested in what you offer. Sure, you can broad it up after that if you don't think that target audience is enough for your daily budget, but let's be real here.

    Spending a lot of money on ads and reaching a lot of people was never a problem, especially with FB ads. Anyone can do it.

    Making a profit out of it is the challenge.
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