Hot take: audience targeting is overrated, we wasted 6 weeks on it

I spent almost two months at my last job in Austin fine-tuning our Facebook audience segments. We kept tweaking interests and behaviors, thinking that was the key to better CTR. Turned out our generic broad targeting with the same creative pulled 3x more leads at half the CPA. Maybe it's just me, but I think people overthink the targeting layer and ignore the actual offer. Has anyone else found that simpler audiences beat the detailed ones in their campaigns?

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paul25116d ago

Six weeks feels like a long time to spend on something that maybe just needed a quick test, but I'd want to see how your creative lines up with that audience first.