Does Interest Targeting Still Work in Facebook Ads?
In the old days of Facebook Ads, you could target people who liked 'Gluten-free pancakes' and lived in a specific zip code. It was incredibly precise. But due to privacy changes (like the Apple iOS update), Facebook has lost some of that specific data. So, does interest targeting still work?
The answer is yes, but you have to use it differently. You can't rely on tiny, micro-interests anymore. You need to think in bigger buckets.
Grouping Interests (Stacking)
Instead of having one ad set for 'Tiger Woods' and another for 'PGA Tour,' put them together. Stack 10 or 20 related interests into one big group. This gives Facebook a larger pool of people to swim in, which usually lowers your costs.
The 'Expansion' Checkbox
Facebook now has a checkbox called 'Advantage Detailed Targeting.' If you check this, you are saying, 'Target golfers, but if you find a tennis player who might buy, show it to them too.' We recommend leaving this ON. It helps the algorithm work its magic.
Testing Interests vs. Broad
Don't guess. Run a test. Create one Ad Set with interest targeting and one Ad Set with no targeting (Broad). See which one gets cheaper sales. You might be surprised.
Interests Need Relevant Ads
If you target 'Dog Lovers,' your image better have a dog in it. The match between the interest and the image is critical. Stirling helps you generate niche-specific images that match your interest targeting perfectly.
