This is something I’ve speculated on for a while. Are audience suggestions really useful?
I now have two very clear examples…
Example #1
An example is The tests I ran Used months ago Advantages + Audience With or without suggestions. When I use them, I provide custom audiences that match my audience.
When I compared the results, I actually reached more of these audiences without offering any advice.
Example #2
Now we have a new example, this time related to age ranges…
I recommend using Advantage+ Audience When optimizing for conversions, especially purchases. If you’re optimizing for leads, you’ll need to monitor closely to spot problems. Well, I ran into this problem recently.
When using Advantage+ Audience, you can choose to provide audience suggestions.
When executing ad sets optimized for prospects who did not take advantage of the recommendations, I found that using break down Broken down by age, Meta spends 70% of my budget on people 55 and older.
I’m happy to spend money on people of all ages, but I find these are low quality leads.
Since I didn’t use audience suggestions, I decided to try it again with a suggested age range of 25 to 44.
Remember, you can’t set Audience control maximum age When using Advantage+ Audience. Therefore, Meta can still provide services beyond that scope.
Well, this advice doesn’t actually do anything. Meta still spends over 78% of its budget on people outside the recommended age range.
Why does this happen
In theory, it makes sense for this to happen. The focus of Meta is to get you as close to your target actions as possible within your budget. Audience controls can limit the capabilities of the algorithm. While this makes sense when talking about expanding your audience beyond lookalike audiences or detailed targeting, problems can arise here.
I’ve told you before how Yuan needs to fix this problem With Advantage+ Audience. Sometimes age or gender needs to be an audience control or it won’t work.
One final point. I wouldn’t use this as a reason to avoid Advantage+ Audience when optimizing leads in all situations. i even Conducted comparative testing A few months ago, Advantage+ Audience showing no recommendations generated more overall and high-quality leads than detailed targeting and similar products. This is something you need to monitor.
What do you think?
