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Published on: December 25 2022 by The Facebook Disrupter

- Broad targeting has been a popular approach for marketers to reach a wider audience.

- However, this method has been criticized for being ineffective and wasteful.

- In this article, we will explore the reasons why broad targeting doesn't work and provide solutions to improve your targeting strategy.

Sub-Heading 1: Lack of Relevance

- Broad targeting results in irrelevant ads being shown to the wrong audience.

- This leads to a low click-through rate and a high bounce rate.

- The solution is to use more specific targeting criteria, such as demographics, interests, and behavior.

Sub-Heading 2: Higher Costs

- Broad targeting results in a larger audience pool, which means more competition and higher costs.

- Advertisers end up paying more for ads that are not effective.

- The solution is to use a narrow targeting approach that focuses on the most relevant audience.

Sub-Heading 3: Low Conversion Rates

- Broad targeting may result in a higher number of clicks, but it doesn't necessarily translate to conversions.

- This is because the audience is not interested in the product or service being offered.

- The solution is to use targeted messaging and offers that appeal to the specific audience.

Sub-Heading 4: Brand Damage

- Irrelevant ads shown to the wrong audience can damage the brand's reputation.

- This can result in negative feedback and reviews, which can be hard to recover from.

- The solution is to ensure that the targeting is specific and relevant to the audience.

Sub-Heading 5: Missed Opportunities

- Broad targeting can lead to missed opportunities to reach the most valuable audience.

- This can result in lost sales and revenue.

- The solution is to use data-driven targeting to identify the most valuable audience and tailor the messaging to them.

- Broad targeting may seem like a quick and easy approach, but it is not effective in reaching the right audience.

- By using more specific targeting criteria and messaging, advertisers can improve their targeting strategy and achieve better results.


Welcome to the definitive guide to why broad doesn't work. In this article, we will debunk the common reasons why broad is considered ineffective and explain how you can fix it. We will also discuss the importance of redefining what works actually means and provide a transition plan for managing a complicated ad account.

- Debunking the myth that broad doesn't work

- Explanation of how broad works

Why Local Likes and Interest Groups Aren't Always Better:

- Every ad makes its own audience

- Importance of quality over quantity

- Misconceptions about interest groups

- Implications downstream

Lift vs. ROAS:

- The importance of incremental lift

- Understanding the difference between ROAS and PSM

- The value of projectable revenue streams

- The blended result of broad and targeted audiences

- The importance of understanding Facebook's business model

- The need to redefine what works actually means

Additional Resources:

- Link to article diving deeper into the three topics discussed

- Links to learn, work, and connect with the author

- Information about the Facebook Ads MBA program

- Call to action to subscribe, comment, and share the article.

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