This means many marketers skip testing altogether, or don’ t get any real benefits from it.
Poor Interest Targeting Means You’ ll Pay MORE Than You Should For Facebook Ads
When your interest targeting is off, fewer people click on your ads. This gives you a low click-through-rate.
Low click-through-rates make Facebook think you’ re providing a bad user experience... something it wants to avoid at all costs.
In other words...
Facebook charges you much more for your ads if you don’ t get your interest targeting right.
Seeing these trends, Wilco de Kreij from Connectio Company figured there had to be a better way to find profitable interests to target.
He and his team decided to test some of the available targeting and analytics tools already on the market. They wanted to see why these tools weren’ t giving business owners the help they needed to get their interests right.
Why Most Targeting Tools On The Market Aren’ t The Answer It’ s simple.
Most companies don’ t have rights to access Facebook’ s Ads API.( This bit about the API can be a bit confusing, so let me explain.)
While everyone who wants it has access to Facebook’ s general API, the Ads API is a different animal altogether.
Facebook is very picky about which companies they let access the Ads API. You have to pass a lot of tests and jump through hoops to get permission.
Many targeting tools can’ t access data directly from your Facebook Ads account because they can only access Facebook’ s regular API.
Instead, these tools rely on Facebook’ s regular API. The regular API doesn’ t have access to Interests. Other tools only‘ guess’ which interests can be targeted. They have no way to find and verify all the interests actually available.
So it’ s no wonder marketers don’ t get good results from them.