It looks like the audience will automatically scale for more performance goals

Your ability to limit your goals to your audience has changed again.

Meta (at the time Facebook) introduced similar audiences in 2013, a way to automatically generate a population similar to our current customers. But things have changed a lot since then.

Now, the positioning of the algorithm can fulfill the intentions of most of the audience. While I question whether the appearance is still necessary, I also know there may be exceptions and you should let the results be your guide.

In any case, the appearance of the audience becomes increasingly unclear. In many cases, it is not possible to prevent meta from showing your ads to people outside of the audience.

This automatic scaling is initially limited to using performance goals focused on conversions. But it has expanded a lot.

I mistakenly stumbled upon this, but I haven’t seen it reflected in the documentation for Meta. However, such changes will be consistent with the direction we are moving forward.

This change may make it more difficult for advertisers who rely on targets that strictly look like similar to maintain full control over who watches ads…

Advantages + Advertising Series

Let’s start with what happens when creating a strengths + campaign, because that’s where these changes come first. If your campaign targets sales, leads, or app promotions, by default, any similar audience will be submitted as a suggestion.

Of course, this is not the new part. When using these goals, you can click the button to “Further limit the scope of your ads.”

When you do this, sometimes you will be able to turn off the advice so that you can only engage people in the audience you provide.

But the availability of this checkbox is becoming increasingly rare. This check box no longer appears when you use these targets with any of the following performance targets:

• Maximize the number of conversions
• Maximize conversion value
• Maximize view of landing page
• Maximize the number of links clicks
• Maximize application events
• Maximize the number of conversations
• Maximum number of calls
• Maximize lead count
• Maximize the number of conversion lines

In all these cases, it looks like this…

You will not be able to remove suggestions as an option when using audiences with these performance goals as well as event goals for sales, prospects, or app promotions. Meta will attract people outside of your scheduled audience.

Manual exercise

This behavior is more “old school” (at least at the time of writing) when using other campaign goals (awareness, transportation, and engagement).

You can provide an appearance audience for suggestions that have an advantage + audience.

If you need more control, you can click the link to Switch to Original Audience Options.

And, when you do this, you may see a checkbox that can choose Advantage + looks like a choice.

Remember that using Advantage+ Lookallike is no different from providing a looker as a suggestion. They just communicate different ways of the same thing. In either case, Meta can expand your audience beyond what you offer if it thinks it will lead to better results.

This check box is no longer available when using awareness, traffic, and engagement activity goals to achieve the following performance goals:

• Maximize view of landing page
• Maximize the number of links clicks
• Maximize the number of conversations
• Maximum number of calls
• Maximize the number of conversions

In these cases, the checkbox disappears and you will receive a message that Advantage+ LookAlike is automatically applied.

What does this mean?

As far as I know, it is consistent for performance goals that exist across campaign goals, whether you can limit your goals to your appearance audience. The difference is whether it is a new advantage + layout or an old process for the original audience.

This is a very dramatic change, it flew below the radar. From my point of view, there are now nine performance goals that automatically scale your goals beyond the appearance audience.

The question is whether it matters…

As I said at the top, audiences that look like audiences have been around for over a decade. The reality is that I doubt whether Meta will start the platform today and will even bother the audience. Their power is that they do what Meta said the algorithmic goal is doing now.

Although viewers that look like viewers tend to be large, they can also impose unnecessary restrictions on the Meta algorithm. If you can get better results, there is little reason to prevent the audience of meta-observation of appearance.

I can understand the argument for restrictive targeting of age, gender, and even custom audiences (in some limited cases). But actually, I was a little surprised that Meta stopped where they did.

You can still limit your goals to a similar audience to achieve a large number of performance goals (which include maximum interactions, unique daily reach, impressions, page likes, reach, reach, reach and estimated ad recall). What are the benefits of these remaining exceptions?

The most important thing is: I won’t worry too much about this change. Actually, I first question whether you need to look like an audience. Beyond that, I’ll prepare for a day that ends up with one of two things (if not both):

1. Regardless of performance goals

or

2. An audience that looks like an audience is completely eliminated.

I have a second money. These signs are all there.

now you

Are you still using the appearance audience? Have you noticed this change?

Let me know in the comments below!