Facebook just told us the BEST Audience Size!

Summary

Meta's new recommendation for Facebook ads suggests targeting broad audiences, with a minimum audience size of over 2 million, to enhance ad delivery and performance. This shift emphasizes reaching more people and providing Meta's ad system with greater flexibility. While broad targeting can reduce cost per action, it's crucial for advertisers to test various audience sizes and targeting options to find what works best for their specific business needs. Meta's interest aligns with advertisers as broader targeting helps fill more ad inventory, benefiting both parties.

Takeaways

• 🔍 Meta has released new recommendations for Facebook ads audience size, advocating for broader targeting.
• 📈 Broad targeting can result in an average 12% decrease in cost per action compared to more specific targeting.
• 🚫 The traditional recommendation of not going below 500,000 people for an ideal audience size has been significantly increased to over 2 million by Meta.
• 🌟 Broad targeting allows Meta's system more flexibility in determining the best audience to display ads to, improving delivery.
• 📊 Meta's new audience size estimations only include active accounts that have been served ads within the last 30 days, excluding inactive users.
• 🏢 It's crucial to target the widest audience that makes sense for your business, not just the largest possible audience.
• 📉 Even with Meta's push for broad targeting, it's still important to test different targeting options to see what works best for your specific business.
• 🌐 For advertisers with the ability to target very large audiences, Meta's new recommendations may lead to better ad performance.
• 📈 Meta's machine learning and AI are continually improving, enhancing the effectiveness of broad targeting over time.
• 💡 The move towards broad targeting aligns with Meta's interests in filling more ad inventory, but it also tends to benefit advertisers.

Q & A

What is the new recommendation from Meta regarding Facebook ads audience size?

Meta now recommends setting your audience to reach more than 2 million people for optimal ad performance.

Why does Meta suggest using broad targeting for Facebook ads?

Meta suggests broad targeting because it allows for reaching more people and provides the delivery system with more flexibility, potentially resulting in better cost per action.

What is the difference between broad targeting and detailed targeting in Facebook ads?

Broad targeting does not include any detailed targeting options like lookalikes or other criteria that narrow down the audience, whereas detailed targeting specifies more precise audience characteristics.

How does Meta's recommendation impact the cost per action for Facebook ads?

Meta claims that using broad targeting can result in an average of 12% less cost per action compared to more specific targeting methods.

What is the importance of setting the audience size to over 2 million according to Meta's new documentation?

Meta's delivery system works best when the audience size is greater than 2 million, providing more flexibility in determining the best times and audience segments for ad delivery.

Is it always necessary to follow Meta's recommendation of targeting over 2 million people?

While Meta recommends targeting over 2 million people, it's also important to consider the specific needs and goals of your business and test different audience sizes to find what works best.

What does Meta mean by 'the widest audience possible that makes sense for your business'?

Meta advises targeting the broadest audience that is still relevant to your business's offerings and capabilities, rather than simply targeting everyone indiscriminately.

How does Meta's recommendation affect smaller countries or niche businesses?

In smaller countries or for niche businesses, it might not be possible to reach an audience of over 2 million. In such cases, Meta's recommendation is to target the broadest audience possible within the constraints of the business's market.

What is the impact of Meta's recommendation on advertisers who prefer more specific targeting?

While Meta's recommendation favors broad targeting, advertisers who find success with more specific targeting options like lookalikes or detailed interests should continue testing and using those methods.

How does Meta's new audience size estimation based on active accounts affect ad targeting?

Meta now estimates audience sizes based on active accounts that have been served ads within the last 30 days, which can result in more accurate and relevant audience sizes for ad targeting.

What should advertisers do if their ideal audience size falls below the 2 million recommendation after Meta's changes?

Advertisers should reassess their targeting strategy, considering broader options or testing different audience segments to align with Meta's recommendation and maintain optimal ad performance.