In the video we explain that targeting "Boxing" in general was just too generic and likely we would have to filter out a ton of people to take action on our offers. Here is why...
Generic Interest Sucks
We have targeted generic interest before. And in most cases they suck. Normally we are hitting users who expressed "any" type of interest in something relevant within each other. So for example if I target people who like "Fitness & Wellness."
This specific interest is far too generic. I am hitting people who have clicked like on a fitness and wellness page, clicked like or physically took action on a fitness and wellness relevant ad. In most cases about 70% of everyone on Facebook has done that!
Specific Interest Overlaping
While testing specific interest were somewhat decent, when we overlapped it with others the results were amazing! Check out the image below...
So for example if my ideal targeted audience was more likely people who were married and also had a specific interest in working out along with dieting. I know for a fact that this would be a great start to hit them with on Facebook.
You have to understand this is a filtering process.
Lets say out of 1000 people who see your ad we get only 100 people to click it. Now out of the 100 people who click it, we get only 10 people to sign up. That filtering process excluded people who were just curious and clicked, people who had no interest in the offer, and also people who want to decide later.
THAT IS A LOT OF FILTERING, but that is how Facebook works. Now, Facebook's algorythm's job is to find out those 100 people who clicked, lets start showing more ads to people who look just like them. And through time it gets smarter and smarter.
If women, age 27-32 were clicking away and signing up then it would help us target our ads to those people and push our impressions to that specific market!
It is an amazing beast! I love it! I live by it! And I am always excited to see how the market responds to our offers.