If you sell to people in multiple countries, there’s a good argument for keeping them separate. You may need to do this anyway if you have separate websites by country or you communicate differently with your audience depending on where they live.
But there are other potential benefits of breaking them up.
Benefits and Volume
People in the US aren’t the same as people in the UK, so it’s possible that optimization can be more precise if you allow the algorithm to focus on one group, rather than lumping them all together.
The question of whether splitting them up is a valid approach comes down to volume. Let’s say that you normally spend $200 per day targeting four countries. You get enough conversions to exit learning and properly optimize.
If you split up countries by ad set, could you still get that volume at $50 per country? Or if you spend more on some countries than others, would you get the volume from the lower spend regions? If not, your results may be worse than keeping them together.
Always Worth a Test!
In either case, it’s all theory and it’s worth testing. None of this stuff is written in stone and you should figure out what works best for you.
But, I’d consider this if you’re confident you can continue to get 10 or more conversions per day from each ad set.
