This grid will help…
Almost every advertiser makes this mistake, so I wanted to create a reference to make it easier.
Be respected and expand chaos
The most common point of confusion is when your targeting input is respected and when it is not.
In other words, sometimes your inputs are used as strict constraints. Meta will respect these inputs. Sometimes, your targeting inputs are simply viewed as suggestions or audience expansion.
Advertisers often abandon Advantage+ Audience because they think they have more control over their original audience. But this is often not the case.
grid
I created this grid as a simple reference. It looks at the following targeting inputs:
- minimum age
- maximum age
- gender
- Place
- custom audience
- Custom audience exclusions
- similar audience
- language
- Detailed positioning
It then highlights whether each input is respected, recommended, or expanded based on your settings.
I included each scenario based on performance goals for either the Advantage+ audience or the original audience. While all performance goals are considered the same for Advantage+ Audience, three different scenarios arise when using raw audiences.
Please check out my blog post for more details on these differences. Bookmark it!
