Hmm a couple of thoughts here:
The issue is probably your interest targeting. Interests like “motherhood” and “family” are incredibly broad. You've got to remember who else is interested in those topics... grandparents. They're likely buying gifts for their new grandchildren, which is why you're seeing so many clicks from the 65+ demographic. It's a classic mistake, a bit like targeting "Amazon" to find ecommerce store owners – you'll get a few, but you'll mostly get shoppers.
You need to get way more specific. Think about what your actual target customer, the new mum, is interested in that a grandparent likely isn't.
- Brands they're buying: Pampers, Huggies, Tommee Tippee, etc.
- Magazines or blogs they're reading: Mother & Baby magazine, specific parenting bloggers.
- Behaviours: People interested in "baby showers", "maternity wear", "baby registries".
Another thing to check is if you have 'Advantage+ audience' (or what used to be called Detailed Targeting Expansion) ticked. Facebook will show your ad to people outside your targeting if it thinks they might convert. For a new campaign, I'd turn this off to keep it strict. Honestly, it can wreck your targeting if you don't have a lot of data.
Also what is your campaign objective? If you're optimising for Reach, Facebook is just going to find the cheapest people to show the ad to, which often are older demographics. You should be optimising for conversions if that's your goal.
Hope this helps!
Your interests like 'motherhood' and 'family' are likely the problem. They're too broad and are probably attracting grandparents who are buying gifts.
Try targeting specific baby product brands like Pampers or Tommee Tippee, or magazines for new mums. That should get you in front of the right people.
Hope that helps!
My thoughts: your interests are too broad. "Motherhood" and "family" are prime targets for doting grandparents, which explains why you're getting clicks from the 65+ crowd. They're buying gifts for their grandkids.
You need to narrow it down. Test interests that are more specific to new mums themselves. Think about specific baby brands (Huggies, MAM), parenting blogs, or even interests like 'maternity leave'. This will filter out most of the older demographic.
Also, double-check that you haven't got 'Advantage+ audience' turned on. It lets Facebook go outside your defined age range and interests, which could be causing this. It's usually best to turn it off when you start.
Hope this helps
