The #1 Facebook Ad Targeting Mistake 95% of Course Creators and Membership Owners Make (And How to Fix It For Higher ROAS)

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There’s an old joke: Why did the accountant cross the road?

Because they looked in the accounts, and that’s what they did last year….

I get to review lots of Meta ad accounts every week.

When it comes to targeting, there’s one big mistake I see course creators and membership site owners make again and again.

And it’s not their fault. It was best practice just a couple of years ago.

But in the world of meta ads, you can’t just keep doing what you did last year and expect it to work still.

The #1 mistake I’m talking about is being too prescriptive and narrow with their audience definitions.

And here’s how to fix it….

Go Big

Target an audience size of at least 10-15 million.

The larger the audience, the lower your CPM and cost per conversion. I battled with the Meta algorithm for years, but in the end, I learned that I can’t outsmart it. I get much better results when I put the Meta algorithm to work for me.

Remember AI isn’t new to Meta. They have been honing their models for years.

Go Broad

Meta has 72,000 data points per user.

Always test a broad audience, which you define by age, location, and, if important, gender. I know this sounds crazy, but when I look across all my ad accounts, my best-performing audience always ends up being a broad audience. In the near future, Meta will remove audience targeting altogether.

Meta’s understanding of their audience goes way beyond a single action they have taken. Let them use this data for your benefit.

Go Home…..Lookalike

Lookalike audiences used to be an advertiser’s secret weapon.

Today, lookalike audiences are irrelevant. Not because the lookalike concept doesn’t work but because Meta automatically leverages it in their broad targeting. Meta knows more about a user than the user knows about themselves.

This is why it’s so important to give them large audiences to work with.

It’s hard to give over control of our ad spend to Meta.

Using specific, detailed targeting gave us the feeling we were in charge.

But it’s clear AI can do some things way better than we can. And I’m ok with that.

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