With targeting, two problems may arise:
- You may have an audience so narrow that you’re excluding a potential audience
- You may have an audience so broad that you’re spending more and getting less ROIs
Fortunately, Facebook’s recent updates have given a happy medium for these two problems. Currently Facebook is renovating business manager, updating tools and features, such as the ability to build a custom audience using multiple data types, to better enhance the Facebook advertising experience. One of the updates for ads manager is the Audience Expansion Tool. This tool, when selected by an advertiser, gives Facebook permission to expand its target if it thinks it will increase results. Facebook will sort through and find users who are most likely to complete your objective regardless of your initial targeting. Targeting options include custom audience, demographics, interests, behaviors, connections, and many more.
With the audience expansion tool, your ads are more likely to reach a relevant audience, achieve your objectives, and increase ROI. It would reach an audience that your highly detailed targeting might exclude. The beauty of this tool is that it will only expand your audience if and only if Facebook thinks these ads are relevant to your audience, so you don’t need to worry about wasted money on your ads.
To activate the expansion tool, simply check the box under detailed targeting. To deactivate it, uncheck box.
Facebook Business Manager is currently updating, so be aware of sudden changes to your Business Manager page.