Top-5-Content-Marketing-Mistakes on Facebook and How to Fix Them
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Continually growing a business is far from easy. Whether you’re working at an early-stage start-up or a corporate giant, if you wound up here, you’re probably looking to grow your customer base via paid social media advertising. And, chances are, you’re undecided on the right play for targeting potential new customers.
Data-collection behemoths like TikTok and Facebook have advanced technology that allows you to target hyper-specific groups within your target audience. While a laser-focused narrow targeting strategy may seem simple and enticing, leveraging the power of broad targeting ad campaigns offers major benefits from a brand awareness and learning perspective. With this approach, you’re essentially letting the social media algorithms dictate who sees your ad.
So, which is it then? Do you pick your niche and run with a narrow targeting strategy, or let broad targeting campaigns target consumers within an array of categories.
Follow along to figure out whether a narrow or broad targeting paid ad strategy is best for your brand.
Facebook summarizes targeting broadly as, “you’re mostly relying on [Facebook’s] delivery system to find the best people to show your ad to… even though you still have to use at least a few basic targeting parameters…” The same definition can apply to other platforms like TikTok, Twitter, and Reddit.
While a narrow targeting approach allows you to select extremely specific parameters related to your audiences’ location, interests, age, gender, etc., broad targeting allows brands to collect valuable data about people within various wide-range categories and see how they convert. With a broad marketing strategy, you’re also building brand awareness by reaching completely new audiences.
The right paid advertising strategy comes down to your business’s specific needs and your budget. Let’s take a look at the pluses and minuses of broad vs. specific audience targeting.
Pros of narrow targeting paid ad campaigns:
Cons of narrow targeting paid ad campaigns
Pros of broad targeting paid ad campaigns:
Cons of broad targeting paid ad campaigns:
While this change may be challenging at first, this exact methodology is what allows you to expand your reach and find new customers via broad targeting.
So, you’ve opted into broad based marketing so you can learn more about who converts and spread brand awareness. Excellent choice!
Here are the best practices to ensure you make the most out of your broad Facebook and TikTok ads campaigns.
Changes in digital marketing are inevitable, so you’ll regularly need to keep an eye out and pay attention to how these changes are affecting your ad campaigns, conversion rates, cost-per-customer acquisition, etc.
Why Choose Facebook for Broad Targeting?
With 2.89 billion active users and 18 years worth of valuable data about their users, Meta’s algorithm is well suited to put your ads in front of a meaningful, broad audience on Facebook and Instagram.
How to Run a Broad-Target Facebook Ads Campaign
Rather than picking narrow parameters, intentionally keep things broad. Use intentionally broad ranges when selecting a geographic location, age range, or other audience type when creating a campaign on Facebook Business.
For more information, here is Meta’s landing page on How to Run Facebook Ads.
Why Choose TikTok for Broad Targeting?
TikTok is closing the gap on Facebook, despite the latter having a 10-year lead. With younger audiences’ obsession with the platform (and a growing percentage of older audiences using the app too), advertising on TikTok is an amazing way to build brand awareness and cast a wide net.
How to Run a Broad Target TikTok Ads Campaign
Similar to Facebook broad targeting, you can log into TikTok Ads Manager and select a wide range of ages, interests, geographic locations, and more to ensure a wide-range of consumers see your ads on TikTok.
Here’s a resource from TikTok on Ad Targeting for more information.
If you’re looking to expand your lead generation campaigns and collect meaningful data on potential new audience types, broad targeting is the smartest way to go. Keep things intentionally broad on Facebook and TikTok so that the algorithm can strategically target consumers it deems fit for your product or service.
In order to truly make your broad campaign successful, you’ll need lots of creative advertising to work with. To learn more about how Brkfst can recruit top talent to produce your ads campaigns at scale, schedule a free demo!
Sources
https://seekingalpha.com/article/4437859-will-tiktok-kill-facebook-know-about-competitive-landscape