5 Reasons Why Facebook Ads With No Targeting Are A Waste Of Time And Money

I’m sure you’ve heard all the hoopla about Facebook ads and how great they are and how they can help your business grow etc. and so on and so forth.

However, without proper targeting, Facebook ads are a waste of time and money.

Properly targeted Facebook ads can indeed take your business to the next level, but if you don’t target properly, your ads on Facebook will be like a broken elevator.

What I mean by that is that sure, the potential to go to an upper floor exists, but with a broken elevator, you’re not going anywhere. You’re taking the stairs and you’re paying a lot of money for the privilege too.

So, if you want to use Facebook properly, you have to target your ads.

Here are my top 5 reasons for why targeting will help you not waste your time and money on Facebook ads:

  • Without targeting, you’re not able to zero in on your prefered audience. I’m sure you know who you sell to, so why not target those same people specifically in your ads?
  • Without targeting, you’re not segmenting your audience. Segmenting just means that you are splitting your population into separate groups. I heard a great example the other day, if you’re a dentist and you want to increase your sales of teeth whitening treatments, you will need to talk to a socialite differently than a 50 year old man even though you are selling them the same product.
  • You expect your ad agency or Facebook to determine the audience for you. Um, no. Neither group will determine who your customers are, only you can and only you know who your customers are.
  • You’re not taking advantage of the biggest reason for using Facebook in the first place. If you don’t care about targeting people based on their interests etc. then you may as well advertise on Google Adwords instead of Facebook.
  • The devil is in the details. Shine the light on the details by using conversion tracking so you are able to measure the results that you are getting with your ads. Even if you target, you need to track conversions so you can figure out if the advertising is worth the cost.

I think it was the guy that founded Woolworths, I think his last name was “Smith” or “Woolworth” or something or other. Anyway, back in the 50s or maybe 60s Smith said something along the lines of “I know I’m wasting 50% of my advertising budget, I just don’t know which 50% I’m wasting.” Targeting and conversion tracking will help you figure out which 50% of your advertising budget you are wasting.

You need to come to Jesus on this whole targeting and conversion tracking thing before it’s too late. If you don’t believe me when I tell you it’s important, go to your local Woolworth’s store and ask them about their advertising.


Rafael is an aviation geek, a consumer advocate, a dad, a multiple personality blogger, a photographer, politically opinionated, a videographer and many other things as well.

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