One of the common mistakes when running Facebook ads is going for a very narrow audience. If you go inside Ads Manager, you will see something like this:
As you can see, a too narrow target audience means that your ad won’t have a large potential reach!
As a result, your cost per click increases.
You may also get this error message inside our tool:
What should you do? The solution is to broaden your audience reach.
Facebook recommends the following:
1 - Target an area that is highly populated.
That area can be near your business or you can also target regionally or worldwide. (Related: Facebook geotargeting Ads)
2 - Avoid using Narrow Audience or Exclude People.
Inside Ads Manager > Ad Set > Audience, you will see that there’s a section called Detailed Targeting.
If you have added interests, behaviors, or demographics to the either the Narrow Audience or Exclude People options, try removing those and adding them instead to the regular Include section. See screenshot below:
3 - Expand your age or gender targeting.
For example, instead of limiting your target audience to people who are 40 years old, expand that age range. At the same time, target all genders.
4 - Select automatic placements.
Instead of manually choosing where to place your Facebook ad, select Automatic Placements (Recommended). You can do this under Ad Set > Placements.
By allowing Facebook to display your ads across multiple placements, you’ll be able to reach more people.