One of our clients (a hotel chain) asked if they should run untargeted ads (the entire United States) to let the Facebook algo figure things out or run against smaller audiences first.
Here’s what I advised:
Yes, you want to let Facebook do the “heavy lifting” for you. If the objective is conversion, you want to give the algo a general push in the direction by using custom audiences and high-quality targets before unleashing large lookalikes or running untargeted.
We’ve seen some accounts go straight to untargeted (all US or multiple countries) with success, but the CPA is often higher during the learning curve as Facebook is figuring out who is buying (50 conversions per ad set per week).
We also like to warm up audiences and then remarket to them with conversion ads, instead of running cold audiences straight to conversion– as the penalty of negative feedback and low engagement is getting higher.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.
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