October 27, 2025 • 18 mins
Most course creators get excited about detailed targeting, but that’s where they end up wasting the most money.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
- Watch Episode 972: Troubleshooting Facebook and Instagram Ads Increase in Cost Per Lead
I break down when detailed targeting actually makes sense, how to layer vs. narrow your interests, and the audience size sweet spot that keeps your costs low.
I also call out the common targeting traps that drive ad costs up, like choosing random celebrity interests or ignoring your ad creative, and show you what to focus on instead if you want leads that actually convert.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
As an online course creator, you might be wondering
how do I do detailed targetingon Facebook and Instagram ads?
And that is a good question.
I will show you that, but I willalso tell you why this is a
waste of time if you have somebetter targeting options
available to you.
(00:21):
This is what I've seen as aFacebook and Instagram ad
manager for established onlinecourse creators since back in
2020.
Because if you get this wrong,it's going to waste lots of
money for your business, whichmeans it will take you longer to
be reaching the people who youwant to be reaching to serve
(00:41):
with the skills and passionsthat you have, thus making your
business money.
So what is even detailedtargeting?
You can't see what I'm about toshow you, so click down in the
show notes below and go over tothe YouTube channel so that you
can see exactly what detailedtargeting is.
(01:02):
So detailed targeting is atargeting option that Meta has
where you can choose specificdemographics of people with
which to show your ads to.
So for example, I'm targetingtravel and tourism, page admins,
frequent travelers, travelbloggers.
(01:22):
And this option is good.
But like I said, I'm about toexplain it to you why you would
not want to start out doingdetailed targeting unless you
can't do some other better typesof targeting.
And also later, you willunderstand the two different
types of detailed targeting.
One is where you're layering orstacking interest, and the other
(01:44):
one is where you're narrowingdown interest.
Plus, if you've wondered how bigof an audience you could be
targeting or should betargeting, I'm gonna tell you
that.
So before I get into detailedtargeting, you don't want to
start out here.
Unless you're a brand newbusiness and you don't have
larger warm audiences with whichto build cold look-alike
(02:05):
audiences off of, you don't havethat.
Start at detailed targeting.
If you do have larger, betterwarm audiences, then you'll want
to do look-alike targeting.
Both are a method of targetingcold audiences, people who do
not yet know your business,haven't interacted with you
online.
But what I'm seeing right now infall of 2025 is that look-alike
(02:27):
audiences are working betterthan detailed demographic
targeting.
Okay, now, so what do I mean bylarger warm audiences?
A warm audience is your emaillist, a warm audience is people
who have visited your website.
A warm audience could also beInstagram and Facebook
followers.
Let's just stick with thosebasic ones.
Okay, so if you have an emaillist over a thousand people,
(02:47):
that's good enough to upload toMeta and build a lookalike cold
audience off of that.
And if you have a lot ofInstagram followers, Meta
already knows about them, so youcan just build a look-alike cold
audience off of that too.
Same thing goes for websitevisitors, but there's this
concept of warm and cold, warmpeople being familiar with your
(03:08):
business, cold folks not havebeing familiar with your
business.
And if I had to choose, which Ido on a daily basis, when I have
new clients, then I will uselookalike audiences first.
But if you're a newer business,and my heart goes out to you, as
a newer business, if you'reusing Facebook ads, this is the
(03:28):
most expensive time to useFacebook ads.
It's much better as a neweronline course business,
especially if you're using adsto grow your email list with a
lead magnet.
It is much better to pursueorganic methods of doing that.
That could be cross-promotion,you know, with somebody else who
it makes sense.
You promote their lead magnet,they promote yours.
(03:51):
That could be building up yourorganic following and promoting
your lead magnet withstrategically created Instagram
reels that are connected to minichat where somebody comments the
phrase and then and then theyreceive the lead magnet in the
DMs.
Things like that would bebetter.
But if you must build your emaillist and you don't have larger
warm audiences, then yes, youcan use detailed targeting if
(04:13):
the kind of targeting that youneed is easily accessible.
It is for plenty of niches, butnot for everyone.
So you're gonna have to come inhere and do some research.
DM me at Quajo on Instagram.
It's at Q U A Y J O and ask meabout targeting because I can
(04:35):
probably make videos for you.
And I even have some otherquestions that I was asked, and
I will answer those at the endof this episode.
So there are two types ofdetailed targeting.
You gotta know these.
One is called stacking, and theother is called narrowing.
So when you first open up MetaAd Manager, at least right now,
so many different accounts aredifferent and over time things
(04:58):
do change.
But you can click on furtherlimit the reach of your ads,
which will allow you to switchthe setup and it gives you a
warning.
Forget that warning.
But we're basically turning offAdvantage Plus targeting where
the algorithm can expand moreliberally on its own or of its
own accord past your targetingguidelines that you have set,
and then we have the detailedtargeting option here.
(05:21):
Now, stacking just means thatyou are adding on interests
together so that you areincreasing the size of your
targetable audience right overhere on the right hand side.
So if I start, for example, Ihave a yoga, a lead magnet
that's related to yoga orPilates, I might type in yoga
(05:42):
and choose this interest, andthen I might also type in yoga
again and choose this one.
So now I'm stacking interestswhere I'm targeting the people
who are interested in yogafitness, and I'm targeting the
people who are interested inyoga pants, and I'm going to
target the people who arespecifically interested in Hatha
(06:06):
yoga.
That is stacking, okay?
And it allows me to target moreand more people.
Okay.
Now, you can also use thedetailed targeting function to
narrow down an audience.
Now, why would I do that?
Well, for more specificinterest-based targeting.
(06:27):
For example, I could say I wantto target people who are who are
interested in yoga, but I don'twant to target everyone who's
interested in yoga.
So I will define further and saynot only must you be interested
in yoga, but you also mustmatch.
(06:49):
I'm gonna say you also mustmatch, I like this one, business
page admins.
I just went from like 53 milliondown to like 1.9 to 2.2 million.
Now, what did I do here?
Now these ads will show to onlypeople who are an admin of a
Facebook business page, andthey're interested in yoga.
(07:11):
That's a lot different from whatI had before.
So I'm narrowing now, whereasstacking what I had before meant
that I could be targeting or Icould have been targeting people
who had one interest or theother interest, or both, but now
they must have this broadinterest and additionally this
narrower interest.
Now here's a good use case.
(07:32):
For example, let's say that yourbusiness serves other business
owners.
It happens all the time, right?
Let's say you're a businesscoach in the yoga niche and you
coach yoga studio businessowners how to grow their
businesses.
I had a client who did that backin the day.
I coached her and she was doingit quite well, actually.
(07:54):
Well, in this case, she mightwant to target people who have
the yoga fitness interest, butwho are also business page
admins, and then within thataudience are probably people who
are yoga-related business ownersthat need her business coaching
for yoga folks' help.
See how we're doing this?
And that is the differencebetween stacking and narrowing.
(08:17):
You can even narrow down furtherif you want, and say, okay, you
have to meet the yoga fitnesscriteria and be a business page
admin and be a third category.
Have fun with this.
But don't make the mistake ofnarrowing down too small because
then your cost, your CPM as incost per mil, as in cost to show
(08:40):
your ad to a thousand people, itwill skyrocket.
You want to keep your audiencespretty big, okay?
Like around one to two million.
Meta right now likes biggeraudiences.
By the way, if your lead costsare creeping up, andor you are
launching ads and you want mybest way to, and this is what
(09:02):
actually works because I do itall the time, to lower lead
costs and still target thehighest quality person as
possible, i.e.
get the best quality lead aspossible.
And you're just like, but Idon't know how to test ads or
how to start and then what totest first and second and third
so that I can get the lowestcost per lead reliably.
Well, then there's this coursethat I have.
(09:22):
It's called the ad testing cheatcode, and that helps you nail
down this one skill that's superimportant because if you don't
do the work, then your leadquality might be lower or your
cost per lead is going to behigh, and then you can't attract
the right people into yourbusiness, which ultimately means
you're missing out on revenueand you're adding into your
(09:45):
frustration because you'respinning your business wheels,
spending your money and notseeing the return on investment
that you had hoped for.
So this is super affordable.
Get it in the show notes below.
Here's a mistake you probablywant to avoid, which is don't
target random gurus, you know.
(10:06):
Like I had a discovery call forads management with this lady,
and she was telling me that herprevious ad manager was
targeting the Taylor Swiftinterest.
Now, yes, Taylor Swift ispopular, but what does targeting
people who are interested inTaylor Swift have to do with
getting good quality leads forthe fit a business that's in the
fitness niche?
(10:27):
I do not know.
I really don't.
And I feel like isn't everybodyinterested in Taylor Swift?
Just about don't target peoplewho are interested in Oprah or
Taylor Swift.
Do the research to target peoplewho are interested in things
that actually align with yourideal customer and/or lead, but
ideal customer, yes.
And another mistake is runningads without refreshing ad
(10:52):
creative and ad copy from timeto time.
Like targeting alone will notfix bad ads.
You need to be testing new adcreative, new graphics and new
visuals.
You need to be refining yourcopy, focusing on changing up
the ad copy hook, you know, thetop two or three lines of the ad
copy, or even changing up theheadline, like that portion of
(11:14):
the ad that's in bold and showsup next to the blue call to
action button.
And now, before I answer somequestions I was asked about this
topic, I want to show you reallife what audience stacking and
narrowing can look like.
So this is from a client.
We did audience stacking wherewe were targeting REI interest,
(11:39):
travel and leisure, you know,backpacking travel and tourism,
backpacking travel, couchsurfing, and I don't need to go
further, but we were stackingthose, meaning that Meta's
algorithm would target somebodywho had any one or multiples of
these interests.
Okay.
But we also narrowed down andsaid they could have any one or
(12:01):
multiples of these topinterests, but they also had to
match the travel bloggerinterest down here in order to
be targeted by our ads.
And so that's like a real lifeexample where you can stack a
bunch of related intereststogether, and then you can
(12:22):
further narrow down and add somecriteria down below.
And of course, you know, youshould be targeting the correct
age range, and there is nocorrect age range, but you can
target age range and genderbased on the age range and
gender that your payingcustomers usually are, right?
Like if you serve folksroutinely who are over 30 years
(12:45):
old and women, then it makes nosense for you to target people
who are younger than 25 yearsold and men.
Follow what I'm saying here.
A question that I've gottenasked is how do you know if I
should start, or how do I knowif I should start with broad
targeting or detailed targetingfor my lead magnet ads?
(13:08):
So if you're asking thisquestion too, you've heard about
broad targeting, and you'relike, ooh, Meta likes broad
targeting.
I should be doing that.
Well, you probably shouldn'tstart off with doing broad
targeting and qualified yourselfas in you are a newer business
that does not have larger warmaudiences and thus you're doing
detailed targeting.
(13:29):
You don't want to do broadtargeting.
Broad targeting, what that meansis no detailed targeting, and
you're just choosing an agerange and a location, country,
if you will, and targeting yourads there and letting the
algorithm from all the peoplewho are in that country and have
that same age range that youpicked, just letting the
algorithm pick for you who it'sgoing to show the ads to.
(13:50):
That does work quite well.
If your business is more mature,i.e., has a lot more traffic and
data inside of your pixel.
So generally, super maturebusinesses have a huge organic
social media following, a largeemail list, lots of people
purchasing, lots of peopleopting in.
And if they have the MetaPixelinstalled, which, oh yeah, if
(14:12):
you're not running ads yet,install that Pixel right now.
But if they have the Pixelinstalled, that Pixel is
seasoned, as you will sometimeshear folks say, which just means
it has a lot of data.
And since there's a lot of data,Meta already knows tons about
who's opting in and you can tryopen targeting.
But otherwise, if you're newer,then just do interest-based
(14:33):
targeting.
Of course, like I said, it'sbetter to start with look alike
cold audiences built off of yourwarm audiences if those warm
audiences are quality.
Here's another question.
If my course is niche, like forreal estate investors or
homeschool parents, how do Iactually find the right detailed
targeting options inside of adsmanager?
(14:58):
Well, that's good.
There's two ways.
One way is just to start starttyping in interests, and you
will see Meta make suggestionsto you.
But be warned, those suggestionsthat Meta makes, it's also
making those kind of suggestionsto other people that typed in
similar things to you.
So you'll be getting moreheavily targeted interests,
(15:19):
which means you'll be payingmore to target those.
The other way, which takes a lotof time, but can find lesser
targeted, smaller audiences thatyou can just stack up, would be
to go to Google and searchthings like best books for
homeschool parents.
Find all those books, becauseGoogle always gives you big book
lists, and then target theauthors.
Search the authors' names here,and sometimes you will find
(15:41):
folks that are targetable, likethat.
Or you could search events forhomeschool parents or
organizations for homeschoolparents.
Type those into Google,spreadsheet all the results, and
then come back and type in theresults one by one here.
I like to do that.
I've seen better results thanjust asking Chat GPT.
You can, of course, ask yourfavorite AI and see what
(16:01):
happens.
But yeah, to find the rightdetailed targeting options,
you're going to have to type andsearch and look and decide what
works and what does not work.
Like if I type in homeschooling,then I can see there's this
homeschooling primary andsecondary education interest.
There's a homeschoolinginterest.
And if, like I said, if I typeone, it gives me suggestions:
(16:24):
homeschool mom, stay-at-homemom, parents with preteens,
international school.
So that might not be homeschoolspecifically, but I can start to
look at those suggestions.
So it's just going to be a lotof searching.
Okay.
If you're worried about is youraudience size too small or large
enough, like don't go, don't gosmaller than a million.
(16:46):
Okay.
This is assuming you're a coursecreator with an audience that
could be anywhere inside of acountry.
If you're not an online coursecreator, I don't know why you're
listening still now, becausethis is advice that works
specifically for online coursecreators.
But you know, there's otheroptions for you if you're not an
online course creator.
But if you are an online coursecreator, could because I'm
(17:06):
giving you the stuff that hasworked over the years for and
still does for online coursecreators.
Now, you might be asking,Quayjo, how can I layer detailed
interest-based targeting withlook-alike audiences?
You could target a look-alikeaudience and at the same time
target an interest-basedaudience.
(17:27):
I would not.
Right now, you know, Meta loveslook-alike audiences.
You don't need to combine,especially because if you turn
on the advantage plus optionwith your ads, then you have a
look-alike audience, a coldaudience as a base.
And then Meta, since theAdvantage Plus option is on,
that means Meta's algorithm canexpand as it sees fit beyond
(17:49):
your look-alike targeting tofind the right people for you.
And that option does work quitewell.
So no need to give Meta moredirection with detailed interest
targeting layered on top of alook-alike audience targeting.
And maybe you have this questiontoo, which is how do I know if
targeting's actually the problemor if it's my ad creative
(18:12):
graphics or videos or evenlanding page that's the problem,
as in that's making my adsexpensive.
And this is like a classic painpoint.
And I do have a specific episodefor that on this audio podcast.
Just go ahead and look into theshow notes and click on that
(18:32):
episode right there.
It's called TroubleshootingFacebook and Instagram ads
increase in cost per lead.
Until the next time that you seeme or hear from me, take care,
be blessed, and see you in thenext one.
Bye.
As an online course creator, you might be wondering
how do I do detailed targetingon Facebook and Instagram ads?
And that is a good question.
I will show you that, but I willalso tell you why this is a
waste of time if you have somebetter targeting options
available to you.
(00:21):
This is what I've seen as aFacebook and Instagram ad
manager for established onlinecourse creators since back in
2020.
Because if you get this wrong,it's going to waste lots of
money for your business, whichmeans it will take you longer to
be reaching the people who youwant to be reaching to serve
(00:41):
with the skills and passionsthat you have, thus making your
business money.
So what is even detailedtargeting?
You can't see what I'm about toshow you, so click down in the
show notes below and go over tothe YouTube channel so that you
can see exactly what detailedtargeting is.
(01:02):
So detailed targeting is atargeting option that Meta has
where you can choose specificdemographics of people with
which to show your ads to.
So for example, I'm targetingtravel and tourism, page admins,
frequent travelers, travelbloggers.
(01:22):
And this option is good.
But like I said, I'm about toexplain it to you why you would
not want to start out doingdetailed targeting unless you
can't do some other better typesof targeting.
And also later, you willunderstand the two different
types of detailed targeting.
One is where you're layering orstacking interest, and the other
(01:44):
one is where you're narrowingdown interest.
Plus, if you've wondered how bigof an audience you could be
targeting or should betargeting, I'm gonna tell you
that.
So before I get into detailedtargeting, you don't want to
start out here.
Unless you're a brand newbusiness and you don't have
larger warm audiences with whichto build cold look-alike
(02:05):
audiences off of, you don't havethat.
Start at detailed targeting.
If you do have larger, betterwarm audiences, then you'll want
to do look-alike targeting.
Both are a method of targetingcold audiences, people who do
not yet know your business,haven't interacted with you
online.
But what I'm seeing right now infall of 2025 is that look-alike
(02:27):
audiences are working betterthan detailed demographic
targeting.
Okay, now, so what do I mean bylarger warm audiences?
A warm audience is your emaillist, a warm audience is people
who have visited your website.
A warm audience could also beInstagram and Facebook
followers.
Let's just stick with thosebasic ones.
Okay, so if you have an emaillist over a thousand people,
(02:47):
that's good enough to upload toMeta and build a lookalike cold
audience off of that.
And if you have a lot ofInstagram followers, Meta
already knows about them, so youcan just build a look-alike cold
audience off of that too.
Same thing goes for websitevisitors, but there's this
concept of warm and cold, warmpeople being familiar with your
(03:08):
business, cold folks not havebeing familiar with your
business.
And if I had to choose, which Ido on a daily basis, when I have
new clients, then I will uselookalike audiences first.
But if you're a newer business,and my heart goes out to you, as
a newer business, if you'reusing Facebook ads, this is the
(03:28):
most expensive time to useFacebook ads.
It's much better as a neweronline course business,
especially if you're using adsto grow your email list with a
lead magnet.
It is much better to pursueorganic methods of doing that.
That could be cross-promotion,you know, with somebody else who
it makes sense.
You promote their lead magnet,they promote yours.
(03:51):
That could be building up yourorganic following and promoting
your lead magnet withstrategically created Instagram
reels that are connected to minichat where somebody comments the
phrase and then and then theyreceive the lead magnet in the
DMs.
Things like that would bebetter.
But if you must build your emaillist and you don't have larger
warm audiences, then yes, youcan use detailed targeting if
(04:13):
the kind of targeting that youneed is easily accessible.
It is for plenty of niches, butnot for everyone.
So you're gonna have to come inhere and do some research.
DM me at Quajo on Instagram.
It's at Q U A Y J O and ask meabout targeting because I can
(04:35):
probably make videos for you.
And I even have some otherquestions that I was asked, and
I will answer those at the endof this episode.
So there are two types ofdetailed targeting.
You gotta know these.
One is called stacking, and theother is called narrowing.
So when you first open up MetaAd Manager, at least right now,
so many different accounts aredifferent and over time things
(04:58):
do change.
But you can click on furtherlimit the reach of your ads,
which will allow you to switchthe setup and it gives you a
warning.
Forget that warning.
But we're basically turning offAdvantage Plus targeting where
the algorithm can expand moreliberally on its own or of its
own accord past your targetingguidelines that you have set,
and then we have the detailedtargeting option here.
(05:21):
Now, stacking just means thatyou are adding on interests
together so that you areincreasing the size of your
targetable audience right overhere on the right hand side.
So if I start, for example, Ihave a yoga, a lead magnet
that's related to yoga orPilates, I might type in yoga
(05:42):
and choose this interest, andthen I might also type in yoga
again and choose this one.
So now I'm stacking interestswhere I'm targeting the people
who are interested in yogafitness, and I'm targeting the
people who are interested inyoga pants, and I'm going to
target the people who arespecifically interested in Hatha
(06:06):
yoga.
That is stacking, okay?
And it allows me to target moreand more people.
Okay.
Now, you can also use thedetailed targeting function to
narrow down an audience.
Now, why would I do that?
Well, for more specificinterest-based targeting.
(06:27):
For example, I could say I wantto target people who are who are
interested in yoga, but I don'twant to target everyone who's
interested in yoga.
So I will define further and saynot only must you be interested
in yoga, but you also mustmatch.
(06:49):
I'm gonna say you also mustmatch, I like this one, business
page admins.
I just went from like 53 milliondown to like 1.9 to 2.2 million.
Now, what did I do here?
Now these ads will show to onlypeople who are an admin of a
Facebook business page, andthey're interested in yoga.
(07:11):
That's a lot different from whatI had before.
So I'm narrowing now, whereasstacking what I had before meant
that I could be targeting or Icould have been targeting people
who had one interest or theother interest, or both, but now
they must have this broadinterest and additionally this
narrower interest.
Now here's a good use case.
(07:32):
For example, let's say that yourbusiness serves other business
owners.
It happens all the time, right?
Let's say you're a businesscoach in the yoga niche and you
coach yoga studio businessowners how to grow their
businesses.
I had a client who did that backin the day.
I coached her and she was doingit quite well, actually.
(07:54):
Well, in this case, she mightwant to target people who have
the yoga fitness interest, butwho are also business page
admins, and then within thataudience are probably people who
are yoga-related business ownersthat need her business coaching
for yoga folks' help.
See how we're doing this?
And that is the differencebetween stacking and narrowing.
(08:17):
You can even narrow down furtherif you want, and say, okay, you
have to meet the yoga fitnesscriteria and be a business page
admin and be a third category.
Have fun with this.
But don't make the mistake ofnarrowing down too small because
then your cost, your CPM as incost per mil, as in cost to show
(08:40):
your ad to a thousand people, itwill skyrocket.
You want to keep your audiencespretty big, okay?
Like around one to two million.
Meta right now likes biggeraudiences.
By the way, if your lead costsare creeping up, andor you are
launching ads and you want mybest way to, and this is what
(09:02):
actually works because I do itall the time, to lower lead
costs and still target thehighest quality person as
possible, i.e.
get the best quality lead aspossible.
And you're just like, but Idon't know how to test ads or
how to start and then what totest first and second and third
so that I can get the lowestcost per lead reliably.
Well, then there's this coursethat I have.
(09:22):
It's called the ad testing cheatcode, and that helps you nail
down this one skill that's superimportant because if you don't
do the work, then your leadquality might be lower or your
cost per lead is going to behigh, and then you can't attract
the right people into yourbusiness, which ultimately means
you're missing out on revenueand you're adding into your
(09:45):
frustration because you'respinning your business wheels,
spending your money and notseeing the return on investment
that you had hoped for.
So this is super affordable.
Get it in the show notes below.
Here's a mistake you probablywant to avoid, which is don't
target random gurus, you know.
(10:06):
Like I had a discovery call forads management with this lady,
and she was telling me that herprevious ad manager was
targeting the Taylor Swiftinterest.
Now, yes, Taylor Swift ispopular, but what does targeting
people who are interested inTaylor Swift have to do with
getting good quality leads forthe fit a business that's in the
fitness niche?
(10:27):
I do not know.
I really don't.
And I feel like isn't everybodyinterested in Taylor Swift?
Just about don't target peoplewho are interested in Oprah or
Taylor Swift.
Do the research to target peoplewho are interested in things
that actually align with yourideal customer and/or lead, but
ideal customer, yes.
And another mistake is runningads without refreshing ad
(10:52):
creative and ad copy from timeto time.
Like targeting alone will notfix bad ads.
You need to be testing new adcreative, new graphics and new
visuals.
You need to be refining yourcopy, focusing on changing up
the ad copy hook, you know, thetop two or three lines of the ad
copy, or even changing up theheadline, like that portion of
(11:14):
the ad that's in bold and showsup next to the blue call to
action button.
And now, before I answer somequestions I was asked about this
topic, I want to show you reallife what audience stacking and
narrowing can look like.
So this is from a client.
We did audience stacking wherewe were targeting REI interest,
(11:39):
travel and leisure, you know,backpacking travel and tourism,
backpacking travel, couchsurfing, and I don't need to go
further, but we were stackingthose, meaning that Meta's
algorithm would target somebodywho had any one or multiples of
these interests.
Okay.
But we also narrowed down andsaid they could have any one or
(12:01):
multiples of these topinterests, but they also had to
match the travel bloggerinterest down here in order to
be targeted by our ads.
And so that's like a real lifeexample where you can stack a
bunch of related intereststogether, and then you can
(12:22):
further narrow down and add somecriteria down below.
And of course, you know, youshould be targeting the correct
age range, and there is nocorrect age range, but you can
target age range and genderbased on the age range and
gender that your payingcustomers usually are, right?
Like if you serve folksroutinely who are over 30 years
(12:45):
old and women, then it makes nosense for you to target people
who are younger than 25 yearsold and men.
Follow what I'm saying here.
A question that I've gottenasked is how do you know if I
should start, or how do I knowif I should start with broad
targeting or detailed targetingfor my lead magnet ads?
(13:08):
So if you're asking thisquestion too, you've heard about
broad targeting, and you'relike, ooh, Meta likes broad
targeting.
I should be doing that.
Well, you probably shouldn'tstart off with doing broad
targeting and qualified yourselfas in you are a newer business
that does not have larger warmaudiences and thus you're doing
detailed targeting.
(13:29):
You don't want to do broadtargeting.
Broad targeting, what that meansis no detailed targeting, and
you're just choosing an agerange and a location, country,
if you will, and targeting yourads there and letting the
algorithm from all the peoplewho are in that country and have
that same age range that youpicked, just letting the
algorithm pick for you who it'sgoing to show the ads to.
(13:50):
That does work quite well.
If your business is more mature,i.e., has a lot more traffic and
data inside of your pixel.
So generally, super maturebusinesses have a huge organic
social media following, a largeemail list, lots of people
purchasing, lots of peopleopting in.
And if they have the MetaPixelinstalled, which, oh yeah, if
(14:12):
you're not running ads yet,install that Pixel right now.
But if they have the Pixelinstalled, that Pixel is
seasoned, as you will sometimeshear folks say, which just means
it has a lot of data.
And since there's a lot of data,Meta already knows tons about
who's opting in and you can tryopen targeting.
But otherwise, if you're newer,then just do interest-based
(14:33):
targeting.
Of course, like I said, it'sbetter to start with look alike
cold audiences built off of yourwarm audiences if those warm
audiences are quality.
Here's another question.
If my course is niche, like forreal estate investors or
homeschool parents, how do Iactually find the right detailed
targeting options inside of adsmanager?
(14:58):
Well, that's good.
There's two ways.
One way is just to start starttyping in interests, and you
will see Meta make suggestionsto you.
But be warned, those suggestionsthat Meta makes, it's also
making those kind of suggestionsto other people that typed in
similar things to you.
So you'll be getting moreheavily targeted interests,
(15:19):
which means you'll be payingmore to target those.
The other way, which takes a lotof time, but can find lesser
targeted, smaller audiences thatyou can just stack up, would be
to go to Google and searchthings like best books for
homeschool parents.
Find all those books, becauseGoogle always gives you big book
lists, and then target theauthors.
Search the authors' names here,and sometimes you will find
(15:41):
folks that are targetable, likethat.
Or you could search events forhomeschool parents or
organizations for homeschoolparents.
Type those into Google,spreadsheet all the results, and
then come back and type in theresults one by one here.
I like to do that.
I've seen better results thanjust asking Chat GPT.
You can, of course, ask yourfavorite AI and see what
(16:01):
happens.
But yeah, to find the rightdetailed targeting options,
you're going to have to type andsearch and look and decide what
works and what does not work.
Like if I type in homeschooling,then I can see there's this
homeschooling primary andsecondary education interest.
There's a homeschoolinginterest.
And if, like I said, if I typeone, it gives me suggestions:
(16:24):
homeschool mom, stay-at-homemom, parents with preteens,
international school.
So that might not be homeschoolspecifically, but I can start to
look at those suggestions.
So it's just going to be a lotof searching.
Okay.
If you're worried about is youraudience size too small or large
enough, like don't go, don't gosmaller than a million.
(16:46):
Okay.
This is assuming you're a coursecreator with an audience that
could be anywhere inside of acountry.
If you're not an online coursecreator, I don't know why you're
listening still now, becausethis is advice that works
specifically for online coursecreators.
But you know, there's otheroptions for you if you're not an
online course creator.
But if you are an online coursecreator, could because I'm
(17:06):
giving you the stuff that hasworked over the years for and
still does for online coursecreators.
Now, you might be asking,Quayjo, how can I layer detailed
interest-based targeting withlook-alike audiences?
You could target a look-alikeaudience and at the same time
target an interest-basedaudience.
(17:27):
I would not.
Right now, you know, Meta loveslook-alike audiences.
You don't need to combine,especially because if you turn
on the advantage plus optionwith your ads, then you have a
look-alike audience, a coldaudience as a base.
And then Meta, since theAdvantage Plus option is on,
that means Meta's algorithm canexpand as it sees fit beyond
(17:49):
your look-alike targeting tofind the right people for you.
And that option does work quitewell.
So no need to give Meta moredirection with detailed interest
targeting layered on top of alook-alike audience targeting.
And maybe you have this questiontoo, which is how do I know if
targeting's actually the problemor if it's my ad creative
(18:12):
graphics or videos or evenlanding page that's the problem,
as in that's making my adsexpensive.
And this is like a classic painpoint.
And I do have a specific episodefor that on this audio podcast.
Just go ahead and look into theshow notes and click on that
(18:32):
episode right there.
It's called TroubleshootingFacebook and Instagram ads
increase in cost per lead.
Until the next time that you seeme or hear from me, take care,
be blessed, and see you in thenext one.
Bye.
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