Broad Targeting with Facebook Ads

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Broad targeting really does work, even when you aren't optimizing for a purchase.

You've likely heard about the new rage of using broad targeting to run catalog ads and other ads for a purchase. It really can work.

It makes sense why that works, especially with catalog ads. Facebook knows which people are actively engaged with products in the same category.

But what about driving traffic to a website to read a blog post? And what about optimizing for a custom event?

In this example, I saw my own ad that was optimized for a custom event that fires when someone spends at least 60 seconds on a page of my website.

Why did I find this cool, in a nerdy way? Well, I used virtually no targeting. Only countries. No custom audiences, interests, behaviors, or anything else.

And yet, this ad was shown to me. Actually, multiple ads in this campaign were shown to me. Why?

It's only because of the optimization. Even with no targeting, Facebook was able to search me out, someone who would be most likely to spend at least 60 seconds on a page of my website (because of course I fit that category).

I guess the skeptic may say that they showed me the ad because it's my ad. Who else saw it? Well, this is not the first example I've seen. I've also had someone like or comment on these ads who is in my private community.

Once again, someone who is very likely to spend at least 60 seconds on a page of my website. Facebook did its job and found them.

It's almost like I get the effect of targeting a custom audience while not having to. I find that interesting!

What do you think?