Trying to scale your Facebook ads to spend $10K a day? Don't use audience targeting.

The algorithm knows based off of your pixel data who is best to serve your ads to. You are better off getting out of your own way and opting for completely broad targeting.

I'll show you

Targeting different audiences and lookalikes can be helpful when spending at lower budgets, but it's not useful at scale when spending $100k+/month on ads.

Here's an example of what has happened with my client spending 10k/day with no targeting:

This client's demo is F (25-54)

Even though I have chosen no targeting, Facebook is smart enough to serve the majority of my budget to my target demo. However, if I decided to limit my targeting ONLY to F(25-44), I would have missed out on 5 additional purchases that came from (F) 55-64!

Get out of FB's way!

Most people think that with no targeting, Facebook will just go crazy and serve ads to everyone. However, once you are spending enough $ a day to give Facebook ample signals about who is engaging with the ad, adding to cart, & purchasing, Facebook will do the targeting for you!

If you limit the algorithm by layering in interest and lookalike targeting, you're putting barriers on FB on who to serve to. This ends up working against you because FB has much better data and can find someone OUTSIDE of your audience that would convert below your target CPA

Also - when spending 10k+ a day on Facebook ads... your product needs to have has mass appeal and not be limited to a niche demo. Otherwise, you'll run out of people to serve ads rather quickly at those budgets.

Dynamic creative testing also works best by targeting broad!