I’m starting to wonder if targeting even matters anymore.
Don’t confuse what I’m saying. This isn’t an infomercial for Meta’s amazing hands-off algorithmic targeting. It has its flaws.
What I’m saying is that we have very little control over how our ads are delivered.
Example
Here’s an example…
I tested four different targeting strategies:
- Advantage+ Audience without suggestions
- Advantage+ Audience with suggestions
- Original audiences using custom audiences and Advantage Custom Audience turned on
- Original audiences going broad
Using breakdowns by audience segments, I see that distribution to remarketing and prospecting was nearly the same in all cases. It didn’t matter whether I listed those remarketing audiences as suggestions or explicit targeting inputs.
If you use Advantage+ Audience, almost everything is a suggestion. If you use original audiences and optimize for conversions, your audience is usually expanded.
It seems like we’re reaching the same people regardless.
