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 co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
Ready To Take Your Marketing Game To The Next Level?
Register today for the Dollar-A-Day Coaching Program and accelerate your growth journey!
