EXPERIMENT: Lesson Unlocked (7 Views)

Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 7 or more pages of my website during the past 180 days.

Today’s video lesson is embedded below…

If you’ve followed me long enough, you probably know that I like to use Reach optimization, but in some very specific circumstances. This is only available when using the Reach objective.

Normally, you will choose to optimize for a specific action. Maybe you want conversions. In that case, you’ll optimize for conversions, and Facebook will show your ad to people most likely to convert. Same for engagement, clicks, landing page views, video views, etc.

But, in some very specific cases, you may not want Facebook to optimize for an action. Because when that happens, Facebook shrinks your target audience. Instead of trying to show your ad to everyone in your audience, Facebook will optimize to show your ad to people within that audience most likely to perform your desired action. This helps limit waste.

But, what if you have a very small and relevant audience. What if you actually want Facebook to try to reach everyone within that audience?

In that case, the solution is Reach optimization. Facebook will then try to reach the most people in your target audience.

Note that this is different from optimizing for Impressions. In that case, Facebook cares less about the unique number of people who will see your ad, and more about the total number of times it’s shown.

Keep in mind that Reach isn’t magical. It shouldn’t be used in most situations. It’s ultimately when your focus isn’t on a specific action, but instead reaching as many people as possible.

I often use this for micro-retargeting. For example, a small group of people visited my training product page during the past 10 days and didn’t convert. I want to reach all of those people with an ad to change their mind. In that case, I’ll optimize for Reach.

There is also another unique advantage that you have when optimizing for Reach. I’ll cover that in the next lesson!

If you want to get more tips served to you, you’ll need to first qualify! The next threshold to hit is viewing at least eight pages of my website in 180 days.

View Prior Lessons

I have multiple engagement thresholds for viewing lessons in this experiment. If you were already ultra-active on my website, it’s possible you’ll skip a few of the initial lessons. As a result, I will link to all prior lessons at the bottom of each one.

Here you go: