Question

Do any of you ever let FB auto pick your audience? I tested an ad that way. I'm looking at the people that liked my ad and thought they look nothing like people that like or want to travel. Then I look at what they targeted. It was like all kind of video game keywords. Music geared to teens etc. Nothing even close to people that spend money on travel. Thought WTF! So I'd like your feedback. thanks

Answer 1

Yeah, open targeting will eventually be the future, but right now it sucks badly. Their algorithm is very much still learning.  

Comments

You know I've heard that and that's why I wanted to try it. But I think it's way off

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@subhead for sure. Open targeting will be the future, if Facebook can stick around long enough, but it’s not here yet.  

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@magnify I have a broad product and works well with just "the globe" as my targeting.  

Answer 2

I’ve had a totally broad audience work on a great offer, but typically you want to narrow it down by demographic at least a little to help the algorithm figure out your ideal audience more quickly. Take a look at all the breakdowns available in your ads manager columns and see what trends you can spot about your past customers. Age, gender, device type, particular states, etc. And if you’re selling expensive travel, maybe you can narrow it down to the top 10% income zip codes (in interest targeting). Get creative and test a variety of audiences to see what works best.  

Comments

Great advice. We have all price range. But most of the people I was targeted would be going to Disneyland

Answer 3

A few weeks ago I let FB do my targeting (expanded interest) and I started to get a bunch of people with felonies and criminal records in my comments (e. g., "Can I do this if I have a felony? ". The ad was lead gen for Criminal Justice degree schools and now that I think about it, I guess FB latched onto the word "criminal".  

Comments

I know me too! It's a joke! I think they are ripping us off. But obviously all computerized.  

Answer 4

Open targeting works right when you have a lander that really speaks to the audience you want. Their algo is very smart. Example: Had a lander that really was speaking pain far too much and open targeting literally generated leads of people who where in desperate need from a serious pain point. Stepped back and thought why did it bring these leads and gathered the lander was not right. Changed the lander to come across more positive focused, inciting what they could experience as a result of taking up the offer and open targeting started to bring the type of leads wanted.