If you run lead ads, i.e. use instant forms or send people to your website, you may encounter low-quality leads. Why?
There is a potential explanation. Do this…
Decomposition by age
Click the Crash drop-down menu and select Age.
This will generate separate rows for each age group. Where is most of your budget?
In this example, I have 44% of my budget for people over 65 years old.
Why does this happen?
This is another example of when the meta-advertising algorithm is literally, and when it might be a question. The performance goals define what I want. When optimizing lead or register, the meta cares only one thing: In your budget, attract as many of your potential customers as possible.
For whatever reason, the algorithm found weaknesses among people over 65 years old. I was able to get a large number of cheap leads this way. Meta thinks they get what I want.
Now, I can spend some money on people over 65. However, this split is simply not representative of my typical client. I also found that many of them are low-quality prospects that they don’t go beyond this subscription.
I also care about quality, so this is the issue I need to solve.
How to prevent it
It is crucial how you control your age range to resolve this issue. This particular issue is worth paying attention to when optimizing leads when using Advantage+ audiences. The maximum age you set is a recommendation.
When this is a suggestion, I’ve seen Meta ignore it completely, thus gaining cheaper leads. That’s what’s going on here.
This doesn’t always happen to you, so check for this failure before changing it. If you see this happen, turn off Advantage + Audience and set strict age limits.
I wrote a blog post that explains all the time you should switch from the default value of Meta. This situation is eligible.
