Is It Good To Have A Broad Audience For Facebook Ads?

When starting out with Facebook ads, you may wonder whether you should create campaigns with a broad audience, or whether you should create more targeted campaigns that appeal to specific audiences. Are you having trouble deciding which option is right for your business? Keep reading, because in this article we’ll discuss the benefits and drawbacks of both specific and broad audiences.

Who Are You Targeting With Your Facebook Advertising?

Over one billion people use Facebook every day, making it essential that you only target those who may be interested in what you offer. The Facebook ad platform offers a wide range of targeting options, so your ads can reach the users who are most likely to click on your ads and buy from you, even if they have not interacted with your business before.

According to Facebook, you should target at least 1,000 users per campaign. With that in mind, you can scale up as you learn more about your target audience. Alternatively, you could begin with a larger audience – like 10,000 or 200,000 users – If your Facebook advertising budget allows for it.

However, you must keep in mind that targeting too narrow or too broad audiences will lead to poor results. Because of this, it is crucial that you pay close attention to your audience size.

Increase Brand Awareness With Broad Targeting

When you target a broad audience, you’re not trying to target a particular group of people – rather, you’re looking to display your ads on Facebook to as many people as possible who might be interested in what you’re selling.

Instead of creating broad targeting ad sets and utilizing audience targeting to tailor ads to specific segments, you’ll target a wide range of people, reaching as many potential customers as possible to increase brand awareness.

Increase brand awareness with broad targeting

You can use this targeting method if you’re just getting started with Facebook Ads, or just launched your business, and want to reach as many people as possible with your ads.

Suppose you have opened a brand new restaurant. It would be wise to invest some of your marketing budget into a broad Facebook advertising campaign reaching everyone between the ages of 20-60 in your city.

Your ads can be shown to all of these people, enabling you to reach a broader audience than you could with a targeted ad campaign.

After the learning phase, lots of people will see your ads – And hopefully, some of them become paying customers. Even if they don’t convert immediately, they will be aware of your business, and you will be able to use the data collected from this campaign to increase the success of your next ad campaign.

Reaching A Specific Target Audience With Your Ads

Using specific targeting options such as look-alike audiences – allows you to target specific audiences with your ads. Potential customers will be more likely to make a purchase, browse the products you offer, or contact you for more information

If you create ads that have a clear call-to-action.

Let’s use the restaurant example again. To bring in more customers, you want to encourage more people to place an order, and to refer their friends and family.

Rather than using a broad audience, you may want to use more specific parameters that target people who are most likely to become paying customers.

Reach your target audience instead of broad targeting

For example, you could target people within a 15-kilometer radius of the restaurant, people of a certain age, and so on. As a result, your audience will be smaller, but they will probably also have a greater interest in what you’re offering – especially compared with a broad audience.

Besides, if you run a restaurant, it makes no sense to display Facebook ads to someone who lives 200 kilometers away!

As you adjust the various parameters of your Facebook ads campaign, you can specify your target audience, identify potential customers for your products and make sure you get the most out of your ad budget.

Start With A Broad Audience And Narrow It Down

So, what is better, broad or narrow audiences? Well, they both have their uses. Our suggestion is that when you’re developing your Facebook Ads strategy, you should use both broad and narrow audiences.

Now, where are we going with this? Let’s go back to the example above. Say that you place an ad for your restaurant, and it is seen by people between the age of 20-60 within 15 km of your restaurant.

Building brand recognition like this is great – and it allows you to determine how people are engaging with your ads. Whenever your ad starts receiving clicks and likes, you can check the demographics of your potential customers and find out what kind of people are interested in your restaurant.

Using this information you can create targeted Facebook audiences and ads that are tailored to their interests. As an example, you could advertise to college students and offer them a special discount, or you could offer food delivery services to parents who are too busy to cook. The options are endless!

The Best Audience Size For Testing Facebook Campaigns

According to many experts, the ideal audience size for Facebook ads is between 1000 and 10,000 users. But why is that?

Because you can get an overview of how your campaign’s conversion rate without investing a lot of money. Of course, this doesn’t have to be the audience size you use for good. Instead, test with this size first. When you find the right audience and ad combination for your business, you can scale your campaigns by targeting broad audiences.

In general, Facebook suggests an audience of at least 1,000 people. If you are targeting people worldwide and your audience is between 1,000 and 10,000 people, your ads will be cheaper. However, if you want to target tier one countries like the United States and Canada the cost of your ads will increase.

The Estimated Audience Size Of Your Campaign

When you’re creating your ads, Facebook will estimate how many people match the criteria you add. Generally speaking, the more criteria you include, the smaller your audience gets. 

Using Broad Targeting

A real-time estimate is displayed based on many factors, such as:

  • The targeting criteria for ads
  • Ad placements (Facebook news feed, sidebar, etc.)
  • The number of people who saw ads on Facebook and associated platforms during the past 30 days.
  • What types of content do users interact with on Facebook and associated platforms (such as liking, commenting, and sharing.)
  • Demographic information like gender and age.

Keep in mind that the estimated audience size may change over time and isn’t necessarily accurate. How many people your campaign actually reaches will be determined by your budget and the performance of your ads.

What Is The Ideal Size Of Facebook Audiences?

It’s impossible to predict the ideal audience size for your campaigns. Because that depends on many factors such as your niche and the type of people you want to reach. Remember that all businesses are unique, and so are their audiences.

However, it is crucial to determine the right audience size if you want success with Facebook ads.

Some people will tell you: 

“A larger audience is better”. 

Perhaps you have heard this before? Of course, because some people like the idea of reaching a wide audience. But this is not something I would recommend when you’re starting out with Facebook ads. It can drain your budget and make it difficult for you to focus on your ideal customers. 

Use interest targeting

A business may need to target a broad audience in order to achieve multiple objectives, such as brand awareness and sales. For example, if you are selling shoes online, you might benefit from targeting a large audience.

However, if you’re running a local business selling products and services in a specific area or to specific audiences, it may not make sense to target wider audiences.

Pro tip: When you start a business, you need to start with a small audience. Unless you are working towards international exposure, it doesn’t make sense to expand your audience too quickly.

Is Your Audience Too Broad?

Trying to reach everyone with your ads on Facebook is a bad idea because your target audience is not ‘everyone’. Consider this: are a factory worker, a teenage boy, and a bank manager your intended target audience? You probably won’t appeal to all of them at once.

Broad audiences may be good for some businesses, while not for others. A broad audience is usually most beneficial to businesses offering products and services with a wide appeal. For example, if you’re selling cleaning supplies, you have a lot of potential customers because cleaning is a necessity for everyone.

The majority of businesses are not offering products that are appealing to everyone. In the case of selling niche products, you’ll need to target a much narrower audience. 

Use additional targeting parameters to narrow your audience

Generally speaking, you shouldn’t target a broad audience until you’ve had a high conversion rate on your campaigns. When you get enough conversions on your campaigns, Facebook figures out who your ideal customers are. After generating 1,000 conversions or more, Facebook will know what conversions look like and what types of users will convert the most.

When you first set up your ad account, you need to guide Facebook in the right direction so it can identify which audiences to target. Spending a lot of money is easy when you target a large audience early in the learning process.

The best approach is to test on a smaller audience and determine how to target your ideal customers before you expand the size of your audience.

Should You Target A Broad Audience?

A big audience is the best bet if you have a lot of conversion data and widely appealing products and services.

However, if you do not meet both of these requirements, we recommend that you keep your audience to less than 5% of the total potential reach for the geographical area you are targeting.

For example, if you promote an online store selling products to people between the age of 19-35 in the US, the total potential reach is around 27 million people. Using a 5% maximum size of that potential reach would be 1.35 million people. That’s your upper limit, and I suggest keeping your audience at a minimum of 10,000 people.

Frequently Asked Questions

What Is Facebook Advertising Audience Size?

The audience size is the maximum number of people that Facebook expects your ads to reach. It is calculated based on a number of different factors, such as Age, Gender, Interests, and your ad budget.

Can Facebook Ads Target Areas?

You can and should target users in specific geographic locations with your Facebook ads. Now, it’s even possible to target users based on specific addresses which are great for local businesses.

What Is A Facebook Audience?

Facebook audiences are basically groups of people that you can target with your ads. There are 3 types of audiences to choose from in the Facebook ads manager: Core audiences, Custom Audiences, and lookalike audiences.

A core audience is based on criteria you define, such as interests, gender, age, and geography. A custom audience is based on lists of people who have interacted with you or your business. You can use a Facebook pixel on your website to generate these lists. A lookalike audience is based on people who share similar interests with your existing customers. 

Final thoughts

To get the best results, you should aim for a mid-range Facebook audience size. Reaching too narrow audiences won’t bring you results, and targeting a large audience, will make it difficult for Facebook to target the right people after the learning phase without conversion data.

Be sure to choose the best audience size by determining who your target audience is, where you plan to reach them, and how much you are willing to spend on your Facebook campaigns.

Latest Articles