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Maximizing ROI: Advanced Interest Targeting Strategies for Facebook Ads

Published on: November 17 2023 by Dara Denney

Maximizing ROI: Advanced Interest Targeting Strategies for Facebook Ads

Table of Contents

  1. Introduction
  2. The History of Single Interest Targeting
  3. The Wrong Question to Ask
  4. The Benefits of Stacking Interest Targeting
    • Better Results with Broad Audiences
    • Guarding Against Audience Overlap
    • Creating a Stronger Audience
    • Easier Scalability
    • Avoiding Data for Data's Sake
  5. The Importance of Creative Testing
  6. Varying Opinions on Interest Stacking
  7. How to Properly Stack Interest Targeting
  8. Facebook's Plans for Interest Targeting
  9. Conclusion

Why Do I Always Stack My Interest Targeting?

In today's video, I'm addressing a frequently asked question from marketers: why do I always stack my interest targeting? This practice involves combining multiple interests into a single ad set, rather than testing each interest individually. While some marketers advocate for single interest ad sets, I believe this approach goes against modern-day Facebook best practices. In this article, I'll explain my reasons for stacking interest targeting and why it leads to better results. So let's dive in and explore the benefits of this strategy.

The History of Single Interest Targeting

Over the past few years, many YouTube gurus promoted the idea of single interest ad sets. They advised targeting one interest at a time on Facebook, creating ad sets for each individual interest. The intention behind this approach was to obtain the strongest data possible and gain insights into customers' preferences. However, modern-day agencies and experienced marketers have moved away from this strategy.

The Wrong Question to Ask

Before discussing the reasons for stacking interest targeting, it's important to address why I believe it's the wrong question to ask. Instead of focusing heavily on interest targeting, I advocate for dedicating a smaller portion of testing to interests and prioritizing creative testing. Concentrating on finding the right creative that resonates with a broad audience is key to scalability and success in Facebook advertising.

The Benefits of Stacking Interest Targeting

1. Better Results with Broad Audiences

Contrary to the old approach of micro-segmenting audiences, Facebook's algorithm now performs better with larger, broader audiences. Narrowing down audience size to two to four million people per ad set is no longer considered a best practice. The bigger the audience, the greater the algorithm's ability to find high-quality potential customers.

2. Guarding Against Audience Overlap

Segmenting interests individually leads to audience overlap, thereby wasting ad spend. When interests are similar, such as targeting both yoga and yoga pants interests separately, the chances of targeting the same people in multiple ad sets are incredibly high. By stacking interests, you actively guard against audience overlap and avoid wasting money on redundant targeting.

3. Creating a Stronger Audience

By combining multiple interests into a single ad set, you create a stronger audience. Facebook's algorithm analyzes overlapping interests within stacked audiences and prioritizes those who are most likely to convert. Even with a massive audience size of 100 million people, Facebook will identify the individuals with the highest degree of overlapping interests for better ad delivery.

4. Easier Scalability

Using stacked interest targeting allows for easier scalability. Rather than continuously relying on testing individual interests, focusing on broader and bigger audiences enables you to allocate more resources to creative testing. Finding a winning creative that performs well with a broad audience is the key to scaling your Facebook ads in 2021.

5. Avoiding Data for Data's Sake

Some marketers argue that segmenting interests individually provides valuable insights into customers' preferences. However, this approach lacks scalability. For example, if you discover that Bikram yoga is your best interest, what do you do when its performance declines? Instead of relying solely on single interests, stacking interests allows you to compound learnings and make data-driven decisions to scale your campaigns vertically.

The Importance of Creative Testing

While stacked interest targeting proves beneficial, it's essential to prioritize creative testing. Creating captivating and engaging ads that resonate with a broad audience is the most significant lever to pull in Facebook advertising. By focusing on broad audiences, you can identify winning creatives that have the potential for higher scalability.

Varying Opinions on Interest Stacking

It's worth noting that not everyone agrees with stacking interest targeting. Some marketers still advocate for micro-segmenting audiences. However, based on my experience and the current state of Facebook advertising best practices, stacking interests has proven to be more effective for achieving better results.

How to Properly Stack Interest Targeting

When stacking interests, it's essential to approach it strategically. Instead of randomly combining all possible interests, consider segmenting them by categories or different customer avatars. For instance, group together yoga-related interests like Lululemon, yoga pants, yoga mats, Bikram yoga, etc. Select specific categories that are relevant to your core interest and combine them into a single ad set for better results.

Facebook's Plans for Interest Targeting

It's worth mentioning that Facebook may be gradually moving away from interest targeting altogether. With the removal of audience insights in June 2021, it's evident that Facebook is prioritizing other targeting methods. While interest targeting remains a valuable tool, it's important to stay updated on the platform's developments and adapt your advertising strategies accordingly.

Conclusion

In conclusion, stacking interest targeting provides several benefits that align with modern-day Facebook ad best practices. By focusing on broader audiences, you can achieve better results, guard against audience overlap, create stronger audiences, facilitate scalability, and avoid relying solely on data for data's sake. However, it's crucial to prioritize creative testing and adapt your strategies as Facebook's targeting methods evolve.

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