This Won't Fix Bad Ads

I had it all backwards.

From 2020 through to the end of 2022, I was obsessed with Facebook Ads Detailed Targeting.

I had various (complex) spreadsheets and tracking systems keeping tabs on which Detailed Targeting audiences were working well and which weren't.

I know now, that this was all pointless information (isn't hindsight wonderful).

I was focusing on the wrong thing.

I was trying to force a square peg into a round hole.

The Detailed Targeting had my complete and utter attention. The Ad Creative was just an afterthought.

Truth be told, I just didn't enjoy creating the Ads back then as much as I do now.

Finding and testing these different audiences was fun for me.

And although it moved the needle for a short while, nothing lasted.

An Ad would last a matter of weeks, a few months if I were lucky, then I'd have to go back to the drawing board and start again with a new audience.

Today, I know that the Ads create their own audiences and that Detailed Targeting is throttling performance, I can focus 100% on creating better Ads.

I can forget about Detailed Targeting altogether (something Facebook themselves are doing too).

I believe it's only a matter of time before Detailed Targeting becomes completely obsolete.

Our results have transformed since my focus switched from Detailed Targeting to Ad Creative.

On top of that, running Facebook Ads has become fun, simple, more profitable and more scalable.

Still on the fence about turning away from Detailed Targeting and opening yourself up to the huge potential of Unrestricted Targeting?

I wouldn't recommend going cold turkey on Detailed Targeting, like I did.

Instead, gradually transition to Unrestricted Targeting, by taking 20% of your Detailed Targeting budget and using it on a new Unrestricted Targeting Campaign.

Then gradually increase the budget of your Unrestricted Targeting Campaign, and reduce the budget of your Detailed Targeting Campaign(s).

Within 4-6 weeks, you could have completely transitioned to a new way of running Facebook Ads.

To Unrestricted Targeting :)

Gotta run... kids will be up soon, so time to get 3 bags packed for daycare and prepare some breakfast for them.

To Your Success
– Matt