Here’s Why Your Facebook Custom Audiences are Failing (And How to Fix Them ASAP)
62% of small business owners say that Facebook Ads miss their intended targets and don't perform to expectations. According to the article, the Facebook custom audience is failing for three reasons: the use of demographic data, the ignorance of interests and exclusion, and the short recency window. AuthorNeil Patel comes up with several solutions for these problems. First, he suggests that instead of targeting all website visitors, business owners should target by specific page visits and user flow. Another way to fix a failing custom audience, he suggests, is to take another parameter—frequency—into account. Or, he says, create a lookalike at 1% to find the best results.