Should You Use Unrestricted Targeting in Facebook Ads? Pros, Cons, and Expert Advice
Marketing your books isn’t just an art; it’s a science. And when it comes to running Facebook ads, the buzz around “unrestricted targeting” is hard to ignore. Some swear it’s the secret sauce for success. Others say it’s a black hole sucking up advertising budgets. So, what’s the real deal?
Before you gamble your hard-earned money, let’s break down what this strategy really entails and why it’s stirring up such heated debates.
What Is Unrestricted Targeting?
Unrestricted targeting is pretty much what it sounds like—you let Facebook take the wheel. Unlike traditional ads where you carefully define your audience based on interests, demographics, and behaviors, unrestricted targeting allows Facebook to show your ad to anyone. In theory, their AI will figure out who’s interested and fine-tune the delivery as it collects data.
Sounds simple, right? But here’s the catch: “simple” doesn’t always equal “effective.”
Why It’s Popular (And Risky)
Some marketers are drawn to unrestricted targeting because it’s low effort. You don’t need to spend hours refining audience demographics or tweaking interests. The idea of tossing up an ad and hoping for the best can be tempting.
But here’s the problem: hope isn’t a strategy.
In Facebook traffic ads (designed to send people off-platform, like to Amazon or your website), this approach often fails. Without tools like a pixel to track conversions, Facebook has little to no data about whether your campaign is actually working. You’re essentially paying for clicks with no guarantee they’ll turn into sales.
Testing Results: What Happens When You “Let Facebook Decide”?
We’ve tested unrestricted targeting extensively across multiple campaigns—both for ourselves and clients—and here’s the harsh reality: it can lose you a lot of money.
Let’s look at the key findings:
- Facebook’s AI can get stuck showing your ads to the wrong audience. Think of it like sending bra ads to people who don’t wear bras. Sure, someone might click because they’re curious, but curiosity clicks won’t pay your bills.
- Good click-through rates (CTR) can mask terrible conversion rates. Just because people interact with your ad doesn’t mean they’re buying your book.
- Reader expectations matter. If the ad and landing page don’t align, potential customers feel misled, and they bounce.
- Throwing more money at unrestricted targeting doesn’t guarantee success. Unlike spaghetti, which might stick to the wall, this is like throwing macaroni—too heavy and hopelessly mismatched.
The Cold Hard Truth About Traffic Ads
For authors who sell books on platforms like Amazon, traffic ads are often the go-to choice. These ads push users to an off-Facebook page, where you don’t have the luxury of tracking exactly what happens next. And that’s where unrestricted targeting really falls apart.
Facebook only knows clicks, not quality. If your traffic audience isn’t niche-specific, you’ll burn through your budget showing ads to the wrong people. As we’ve said before, it’s like selling shoes by sending an ad to everyone with feet.
Ads need to match their audience. A romance novel ad should captivate romance readers—not thriller fans, cookbook lovers, or random people who happen to like books.
Why a Targeted Approach Still Wins
A little effort up front saves a lot of frustration later. By narrowing down your audience, you improve the odds that your ad lands in front of the right readers.
Here’s why targeting works better:
- Relevance: People see ads for books they’d actually want to read, decreasing wasted clicks.
- Reader Experience: A well-targeted ad feels personalized. Readers are more likely to trust and engage.
- Budget Efficiency: You control who sees your ads, which reduces overall costs while improving results.
Yes, targeting takes more time. But trust us—it’s worth the investment.
Don’t Fall for the Hype
Many authors get drawn into using unrestricted targeting because they’ve heard success stories. Some even come directly from Facebook account managers. But here’s the thing: not even Facebook’s reps fully understand your audience. They’re working off general theories and best practices, not nuanced knowledge of your niche market.
For us, it’s simple. If you don’t understand your audience well enough to improve on Facebook’s guesswork, there’s no way unrestricted targeting will work in your favor. And even when you do know your readers inside out, targeted ads still outperform unrestricted ones.
The Real Role of AI in Advertising
AI tools like Facebook’s algorithm have potential—but only when they’re given clear parameters. If you use a pixel (for tracking conversions) with direct sales, you might achieve better results because the system learns from specific actions, like purchases.
But without that feedback loop, AI is playing a guessing game. And do you really want to trust Facebook to decide what your audience wants? As authors, the stakes are too high to hand over the reins blindly.
Final Thoughts: Play It Smart
Unrestricted targeting promises simplicity, but in reality, it’s a shortcut to frustration. You could get lucky, but more often than not, you’ll end up throwing your budget into a bottomless pit.
Instead, invest the time to learn your audience and fine-tune your targeting. Ads that match your readers’ expectations will always perform better. And if you’re ever tempted to jump on the unrestricted targeting bandwagon, just remember: marketing isn’t about hoping—it’s about strategy.
If you have questions or want to share your own experiences with unrestricted targeting, we’d love to hear from you. Join the conversation in our free Facebook Group or drop a comment below.
Want detailed help? Check out our resources and tools to run ads like a pro. Let’s make your marketing budget actually work for you, not against you.