2024 was a year that transformed my understanding of Meta advertising. If you were lucky, this transformation started earlier.
But there was a crucial update that changed everything…
Audience Segments Changed Everything
Once Meta allowed us to breakdown all sales campaigns by audience segments, we were given new insight. But only if we wanted it.
I started testing everything:
- Advantage+ Audience with and without suggestions
- Original audiences using custom audiences with and without expansion
- Original audiences using detailed targeting and lookalike audiences
- Original audiences going broad
Because of audience segments, I quickly realized something important: Remarketing is prioritized whether you explicitly target remarketing audiences or not.
But there was more. Audience suggestions don’t seem to matter at all. If your audience can be expanded, which is in most cases now, the algorithm is going to do what it wants to do.
A New Perspective
Knowing this, I began looking at targeting in a whole new light. I realized that I needed to stop trying to control something that I can’t control. I realized that I needed to stop watering down my budget with multiple ad sets that likely reach many of the same people.
Once you embrace this, you can focus on what makes the biggest impact:
- Your ad copy and creative
- Your offer
- Your landing page
That was my lightbulb moment of 2024. What about you?
