We’ve seen a lot of people in the industry that practice open Facebook Advertising – i.e: creating ads and not targeting them to a specific or narrowed audience.
Most businesses that are advertising tend to target just by gender and location, and ignore other demographic or interest based targeting.
While this may work for certain kinds of products/services, it is not advisable for several reasons:
- Open targeting may reduce your cost per click, but it can actually increase your cost per lead.
- The quality of leads often drops due to the lack of targeting to the kind of customer your business is looking for.
- Your ad might not even reach the right kind of customers, and will instead keep showing to irrelevant audience that may be more dominant/active on Facebook.
We decided to test this in one of our campaigns – and the results speak for themselves!
About the campaign
We created a Hair Transplant campaign that was targeted to men.
One ad set used open targeting – only specifying gender (men) and age range.
The second ad set targeted only Indian men with an interest in specific hair related products, within a certain age range.
This is what the ad looked like.
The ad that was targeted to a specific audience received a significantly better response.
The cost per click reduced from AED 0.75 to AED 0.41.
The unique CTR – which basically means the percentage of people who saw the ad and clicked on it more than doubled – from 1.11% to 2.48%.
And the number of leads increased more than x5 times!
Ad set 1 (Open targeting)
Ad set 2 (Specific targeting)
Results like these are exactly why we always insist on testing targeting – while it can take some time and budget to do this testing, it reaps amazing results once the golden targeting has been determined.
Still keeping your ads open? Tell us why!