Facebook has launched an advertising tool that expands beyond any given age targeting, with the lure of discounted impressions and clicks outside the core age group.
Thankfully this feature is opt-in, meaning that Facebook advertisers can evaluate the functionality themselves and are not at the mercy of the platform. The preference can be set at either the advert level, or through preferences for batch updating all existing adverts across the account, meaning that there’s opportunity to isolate the impact of any trials.
The move somewhat resembles that of Google’s past attempts with expanding broad match to capture more related searches (of very varying degree). However, since we’re only talking about age groups and with an added discount factor, this could potentially be interesting for advertisers to increase exposure at a good ROI.
Have you already tested the facebook broaden age targeting feature, and if so; what are your findings?
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