Wide or Narrow Targeting – What is Better?



It’s a word we come across a lot with affiliate marketing and especially when it comes to using social media networks such as Facebook for ads.

Affiliate marketing and the tools that are available have evolved enormously in recent years. Look at Google Analytics for example. With just a small piece of code on your website you can find out where someone is accessing your site from, how long they stay on each page for, the device used and much much more.

If you are advertising on Facebook then targeting is a big thing. In fact, using social media and Facebook in particular is vital to reach a broad audience these days.

In this short guide we are going to look at wide and narrow targeting. What is it, how does it work and what one will work best for your affiliate marketing efforts?

Wide or narrow targeting for Facebook

What is wide targeting?

When you set up ads on Facebook you can limit who sees them through targeting.

Wide targeting, or broad targeting, is when you have a more relaxed approach to the parameters that define who views your ads and who they appear to. Sometimes people will think that their Facebook audience is too specific and they need to reach out to a wider group.

In some cases, your audience is too specific for your ads to be shown so you should try making it broader so that your ads actually start appearing to users. Some marketers have parameters that are too narrow so their ads barely show at all.

Having a large target audience can be advantageous. More people will see your ads and have the chance to engage with them which means you should get more likes and clicks on your affiliate links. Well, this is how it works in theory.

Having a broader audience can also aide in the longevity of your offers.

It isn’t all good though. Sometimes a smaller group of people is the best audience for Facebook ads. Having a bigger audience can mean spending more money on ads and it can also contribute to a low ROI which is what affiliate marketers should avoid.

Does this mean that narrow targeting is better?

What is narrow targeting?

Narrow targeting is the opposite.

Instead of being shown to a broad audience, with narrow targeting you define a very specific set of criteria that needs to be fulfilled before the ad is shown. There is various ways in which you can optimise your targeting efforts on Facebook.

Using a small audience has several benefits. For one it can offer a much higher conversion rate. As you are targeted a narrow audience these people are more likely to be interested in your affiliate offers so there will be a higher conversion rate. When targeting a broad audience you will often get a mixed bag of people with perhaps just a few that want to make a sale and a lot who don’t even with effective sales copy.

Small audiences also represent a higher ROI in most cases which is a very attractive option for smaller affiliate marketers who can’t afford the big budgets that come with a larger target market seize.

That being said, there are some drawbacks of using narrow targeting on Facebook.

Narrow targeting is often used in short campaigns. As you only have a handful of users who are going to see your ads, in most cases your affiliate offers won’t have any longevity unless you can offer new relevant products or upsell to your audience. If your Facebook audience is too specific then your ads might not get shown to many people at all and your conversions,

ROI and profit will be low.

Wide or narrow targeting for your offers?

With all this in mind, what is the best audience size for Facebook ads?

It really depends what you are offering. In many cases having a small audience is the best thing to make sales. You can carve out a small section of the market within any niche and use Facebook ads to convince them to convert. For a lot of affiliate marketers this is a more cost-effective and better solution than advertising to a broad audience that is not only going to cost more money but might end up with a lot of people seeing your advertisements that have no interested in the products or services you are selling.

Diversification is good and finding new customers should be the goal of every affiliate marketer however for some this just isn’t possible due to their niche.

What audience you decide to target depends on a wide range of different factors from your budget, the products you are promoting and a lot more so work out a solid marketing plan first before you decide whether a wide or narrow audience is best.

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