Hi Karen,

No worries, these are grouped tightly enough 🙂

This gets discussed a bit in MMM 4 and in various IC lessons. You almost never want to use Worldwide as a targeting option unless you are just looking for cheap garbage likes for nothing other than social proof.

The countries I would start with are the US, Canada, UK, and Australia. Possibly NZ. Unless you are in a country other than one of those in which case that might change my recommendations. If you are in the US, you might even just want to start there.

By targeting global FB will target the cheaper countries and you will get a bunch of worthless traffic that will almost never convert, and you will throw off the value of your FB audience. Facebook doesn't charge less because they don't convert (although they typically don't), Facebook charges less because no one else is bidding against you (because they are not valuable audiences.

Changing targeting in the middle of a campaign rarely works well. It seems to confuse the algorithm and throw things off. At least that has been my experience.

I would kill that ad right away and start a new one with the recommended targeting.

I would also try to think broader if you are still going with the narrow targeting you mentioned in a previous post.

Karen Grace said
Hi John,

Thanks very much for giving me this overview of how it all works. Please do let me know if the below questions are too bombardy, and I will ask to have an extra paid consultation with you. I'm really hopeful about all this, but have a really strong instinct to make sure I play my cards right to avoid hemorrhaging money on facebook unnecessarily. However I am now thinking it might be worth taking the plunge investing enough at this stage so I can get some proper data, as well as relying on my gut feelings which tend to be pretty good too.

No worries at all. As far as hemorrhaging money goes, that is always a concern. But if you start small with a $5/day budget and go after traffic (just to learn the ropes) you can't really go wrong. This is why I advise it in MMM, even though I know that conversions are ultimately a better metric for 99% of people. But my feeling is that $5/day is really just an (admittedly high end) cup of coffee each day, to start engaging with real people about your music.

I am looking into broader audiences, looking to find audiences that are at least 200,000 after having put in my demographics (geographical and age), which I think was your advice? Or did you mean at least 200,000 before narrowing them down with demographics ? I think I will probably try 2 bigger audiences and 2 that I think will be super targeted but smaller, or do you think I should steer clear of small audiences all together as they won't be sustainable? 

I do tend to avoid small audiences because they are not sustainable. But if your budget is small then a small audience is ok, especiallay to start. Generally though, I was talking about audience size after narrowing things down.

When you say turn off an image (above), do you mean press the X on that image in the ad, whilst the dynamic creative campaing is still running- apoligies if I didn't absorb that info from your video- I didn't realise you could do that.

Yes, you can do that. In the Dynamic Creative lesson I suggest running the ad as is for a while and then taking the data and starting a new campaign. But I have also turned off elements. Both work and how I do it depends on how the campaign breaks and how many elements I am testing. I feel that the first approach is better and will get you more reliable data, but it takes longer and is more expensive so budget is also a factor.

I have another couple of questions which I will ask in another thread.

Thank you as ever. 

Karen  

Happy to help.

\m/