OPINION: THE VALUE IN NICHE TARGETING VS REACH TARGETING

Recently I discovered Facebook has yet again removed even more of their targeting options from their advertising platform.

For anyone who works in paid social, or has used the ads manager platform, you will know the targeting options can be limited and tend to be repetitive.

As an advertiser across multiple clients, you learn quickly that a one size fits all approach does not work. However, with the limited targeting options available there can be a fair amount of crossover when it comes to audience targeting.

Personally, as a paid social specialist, I much prefer testing niche audiences. I find that this can add value in getting long term customers and also more valuable customers.

Why’s that you may ask? We all want to get our product out to as many people as possible, however, we want that reach to convert into purchases. Naturally, the larger the quantity of people that see your ad, doesn't necessarily mean they will all convert into a purchase. You want to reach people that are going to continuously purchase from your brand and become more of a loyal customer.

Now do I believe we should only target niche audiences? Of course not. However, I do believe that Facebook removing targeting options actually limits what's available to advertisers to freely test audiences to their full potential.

Thanks for reading,

Just Being Meg

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