Does Size Matter? Truth About Facebook Audience
Facebook Audience Size
How To Know What Size is Best?
Long Story Short: Bigger is usually better.
The bigger your audience size is, the better chance your campaign has of being successful.
Typically, the minimum audience size I’ll use when reaching NEW audiences is between 250,000 to one million users.
The most common myth is “I’m selling a niche product and I don’t think one million people will buy my product. I think my audience size should be around 100,000 people.”
The point isn’t that 1.9 million people will buy your product, the point is that to give Facebook the best chance to get you the desired result. And the best way to do that is to set the parameters and allow Facebook to go out and find them.
Facebook is a data machine and requires quality data to optimize your campaigns. If you provide them with an audience size of two million, it will shuffle through your audience and show your ads to users who are most likely to take your intended action based on their interaction (click, video view, convert on your ad, etc.).
Just because you choose an audience size of two million doesn’t mean Facebook will serve your campaign to two million people. From a one million person audience Facebook will likely narrow this down to 250,000 or 500,000 people. This is known as “initial conditions.”
This is why you want big audiences, so Facebook can do its magic. An audience size of 100,000 means Facebook may have to serve your ads to users who aren’t that interested.
Bigger audiences are needed to scale
Most businesses dream of scaling up from $1k to $10k+ per day in ad spend and maintaining a positive ROI.
To scale, you need big audiences. You cannot scale small audiences because you’ll reach everyone within a day or two and the audience will get saturated and you will get ad fatigue from them seeing your ad too much. Not to mention that you will have to pay more per result.
Adjusting the age and budget when you duplicate will reset this narrowed audience by tricking the Facebook A.I. into thinking that this is a brand new audience and start over finding the right people, this time, you already know you have a winning combination of audience + offer + creative.
When duplicating an ad set, you can also Spice in new variables to the ad set when you duplicate it. These can be different images/creatives, ad copy or call to action button. This will allow you to have an unlimited amount of variables when scaling. Again, Do NOT EVER make changes to a winning ad set. Once you have a winner leave it alone. This is how we limit he downside and scale to infinity.
When to use smaller audiences
For local businesses it can sometimes be impossible to target one million+ users when the entire population in your city.
In these cases, I suggest using Lookalike Audiences or a carpet bomb approach which shows a video to users with only basic filters such as age and no interest targeting and running retargeting campaigns to those that have engaged with a certain amount of video.
Retargeting audiences will often be much smaller in size, so don’t think that your website custom audiences need to be in the millions.
Facebook is a machine learning algorithm and provides the best ad results when it has data to work with. Just like a customer list of 10,000 emails will produce a better lookalike audience than a customer list of 1,000 users, bigger audiences provide Facebook with the best chance of ad optimization.