Should you use detailed targeting or lookalike audiences? Or should you go completely broad?
If you’re optimizing for any type of conversion, don’t overthink this. It shouldn’t be that complicated.
Let’s discuss…
Your Options
If Advantage+ Audience is on, these targeting options are suggestions.
Based on my tests, Meta may completely ignore them to get results. There’s no reason to believe those suggestions are particularly impactful.
But turning Advantage+ Audience off may not change anything. If you’re optimizing for any type of conversion, your detailed targeting and lookalike audiences are expanded.
My tests have shown that there may not be any difference between this approach and using suggestions with Advantage+ Audience.
What Does This Mean?
Stop obsessing over detailed targeting and lookalikes when optimizing for any conversion event (purchase, lead, etc.).
It’s important that you understand why. It’s not that algorithmic targeting is amazing. That’s irrelevant. You can’t avoid it. Your inputs likely have very little, if any, impact.
By itself, your obsession with detailed targeting and lookalike audiences doesn’t matter all that much. For a single ad set, the main things it wastes is time and energy.
But the worst thing you can do is create multiple ad sets for targeting in this case. You may get different results, but it likely has nothing to do with the targeting.
The algorithm is going to reach the people it wants to reach. You simply can’t prevent it, and your inputs aren’t changing much.
Read all about the test I ran that opened my eyes to this.
