Google and YouTube let you target by device, time, specific videos, and keywords for precise campaigns. Facebook works differently: overly narrow targeting actually hurts performance because the algorithm needs a broad audience to optimize. Start wide on Facebook and let it work.
one of the main differences that I see between Facebook advertising and Google/YouTube advertising. On Google, on YouTube, you can be super granular with your targeting. It's all good. You can go in, you can launch campaigns per device. You can launch campaigns per different times of the day. You can even run a campaign for a video or a channel, as long as they keep on producing. You can have a campaign per keyword if you want, and that's all great. Now with Facebook, something that happens really often is that advertisers, especially beginners, what happens is that they try to overcomplicate their targeting. And there's something called audience liquidity in Facebook. Audience liquidity means that in order for you to have success with Facebook ads and make your Facebook ads work better, you need to let Facebook optimize a little bit. That means that you need to kind of loosen the constraints a little bit, which I think it's counterintuitive initially if you don't know how the Facebook algorithm works, Because again, you want to target your ideal audience, your ideal demographic. You want to be as specific as possible with your targeting. Well, that could be counterproductive when it comes to Facebook, especially when you're launching a campaign or especially when you're trying to scale a campaign. Facebook needs something called audience liquidity. So the broader your audience is initially, the better.
