ScaleDriven Blog

The Most Common Mistake Made When Facebook Ad Targeting and How to Fix It


Are your Facebook ad campaigns not performing as high as you’d like?

Or maybe they’re going steady…but you’re wondering how you can leverage Facebook ad targeting to blow it out of the water?

You’re in the right place.

Facebook ad targeting is truly some of the very best marketing technology available if you’re looking to scale your business.

There is no better way to get

More sales

More calls

And more leads

This blog is going to be all about making your Facebook ad campaigns perform even better.

And it’s going to help you avoid a common mistake many beginners make with their targeting that could unknowingly be sabotaging your campaigns.
But before we get into the post, I wanted to share an incredible offer we’ve got going on.

Apply here to test-drive our 100 Million Method Coaching program and book a call with my team to find out if you would be a good fit.

And in return, we will build you an epic first Facebook ad campaign.

We’ll take care of everything – even the Facebook ad targeting!

But for those of you who already have a campaign underway and you want to take its performance to the next level…stick around.

I’m going to tell you all about how to master your Facebook targeting and see real results right away!

The Most Common Facebook Targeting Mistake

The other day I had a call with some of my 100 Million Method coaching students.

And I was thrilled to hear that two of my students reported having some incredible results with their very first Facebook ad campaign.

One of them had spent $300-400 dollars on his campaign and through his campaign he was able to close two clients for $1000 each.

A 5x ROAS isn’t too bad for a first-timer, is it?

My second coaching student had invested about $7000 dollars in this epic Facebook campaign.

And his investment was really paying off!

When we spoke, he reported that he’d made $70,000 selling his high-ticket product.

Yet another student whose campaign was performing at 10x ROAS.

These results are already stellar – but because my students are real go-getters, they want to see how they could keep going.

They came to me and said:

“My campaign’s performing really well, but how do I make it perform even better?”

This is such a common question for advertisers looking to scale.

And when it comes to Facebook advertising campaigns it almost always comes down to the same thing.

The most common Facebook ad targeting mistake is that businesses are targeting too specifically.

Crazy, right?

It seems like people are always telling you to “be more specific with your audience”.

But when it comes to Facebook ad targeting – I’m telling you to do the opposite.

I know this might sound counterintuitive.

But when you try and micromanage your Facebook ad targeting there are two things that might happen.

  1. The narrower you go – the higher your CPM (the cost per 1000 impressions). Because the Facebook algorithm has to work so much harder to find the right people, it’s going to cost more than if you had gone more broad.
  2. You might not get any impressions. Again, if you’re too specific, Facebook might have a hard time getting any impressions for you at all.

And I get it – if you are used to targeting with Google or Youtube this will come as a surprise to you.

These other platforms thrive on granular targeting. You can target campaigns based on keywords, devices, or channels. The more detailed the better!

But on Facebook – you can actually afford to be a little less specific.


Because of a little thing called “audience liquidity”

Facebook Ad Targeting and Audience Liquidity

Facebook as a platform has access to so much information at its disposal.

And because of this – it depends on audience liquidity to work most effectively.

Micromanaging your Facebook ad targeting is actually counterproductive.

The reason you never want to be too specific when you’re first launching your campaigns is this…

You might know your customers really well. But Facebook STILL has access to more data than you ever will about your ideal buyers.

Audience liquidity simply means that having a broader audience will actually allow the platform to target more effectively.

When Facebook can use all the information it has access to – that’s when your ad campaigns will reach their peak performance level.

So don’t shoot yourself in the foot by getting super granular with your targeting in the beginning.

Let Facebook do its thing!

The more data FB gains on your ideal clients, the more micro-target your campaigns will get down the line.

When you initially launch a campaign and want to scale it to the next level? Broader is better.

How to Reach Your Ideal Audience With Broad Targeting

So if you want to see your campaigns performing even better – the first thing you have to do is loosen up your targeting.

The next thing is to compensate by being extremely adamant with your creatives. Your creatives are simply the mix of copy, images, video and text that make up your ad.

Because while Facebook ad targeting works best with a broader audience…you as a business owner still need to know *exactly* who your ideal client is.

So keep that ideal client in mind – and use your creatives to call out to them.

That way, when your ideal client sees your ad they’ll immediately know your offer is meant for them.

For example:

If your ideal client is moms between the ages of 30 to 40 that stay home with their kids – that needs to be crystal clear in your copy.

In the images, in the text, in any audio – everything!

Leave no questions unanswered when it comes to representing your ideal client in your creatives.

Your ideal client needs to feel like you made this ad with them in mind.

So even though your Facebook targeting is broad – the algorithm will help your ad land on the right person’s page. And your creatives will get them thinking, “Yes! This looks like something for me”.

Which will ultimately help you ultimately land more sales, more calls, and more leads.

So if you’ve been feeling discouraged or confused wondering why your Facebook ad campaign hasn’t taken off in the way you hoped it would – that ends here.

You know what to do.

Open up your targeting a little bit. Let Facebook ad targeting do its job!

And then double down with the clarity in your creatives.

Doing those two things will have your Facebook ad campaigns on the up and up in no time.

And if you are interested in test driving my 100 Million method and getting your first ad campaign created for FREE then apply HERE to get in touch with my team.

Yes, that’s right. We’re offering to help set up your first campaign free of charge when you join our signature coaching program.

Start winning with Facebook ads by applying today.