Facebook Ads: Accuracy vs Broadcasting

After talking to learners who have been doing traditional marketing for years, I realize there is one important mind-set switch when doing online advertising.

In traditional advertising e.g. print, the idea is to hope to find customers in a large audience.

In online advertising however, we now have the ability to specify our ideal customer. This can be in terms of age, location, education, what they are interested in, income level, behaviors, life events like wedding anniversaries and much more. With this accuracy, there is a much greater chance you will find your customers in this audience even though it is a smaller pool of people. As you now only need to reach less people, you can now spend more to reach each individual.

Normally the price to obtain a customer is lower in online advertising, that’s why advertising spend has been rapidly shifting online and even surpassing TV spend in 2016!

Please remember this point as we go through this course, the aim is not to reach a huge audience but to find your desired audience.