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Why audience targeting is changing and what you need to do now to ensure your ads reach the right audience.

In This Episode: In today’s episode, we dive into the evolving landscape of audience targeting in Facebook and Instagram ads. Over the past 6-7 years, we've seen dramatic shifts in how we can target audiences, and these changes are significantly impacting how advertisers approach their campaigns.

Here’s what you’ll learn:

• The Golden Days of Audience Targeting:
  • A few years ago, Facebook and Instagram ads offered incredible precision. Advertisers could create retargeting audiences as small as a few hundred people and deliver highly specific messages, such as reminding users to complete a webinar registration. This level of precision gave Facebook and Instagram a competitive edge that other platforms couldn’t match.
• The Impact of iOS Privacy Changes:
  • The introduction of iOS privacy protections in 2021 dealt a significant blow to this precision. Pixels, which were once the eyes and ears of ad campaigns, could no longer track user activity effectively. This blindfolded the algorithms, hampering their ability to optimize campaigns and skewing the data reported to advertisers.
• The Rise of Broader Audience Targeting:
  • Meta’s shift toward Advantage+ targeting is pushing advertisers to use much broader audiences. While this can increase exposure, it also reduces control over who exactly sees your ads, making it challenging to ensure ads reach the most relevant users.
• The Shift in Strategy:
  • With the new automated targeting, traditional funnel strategies (Top of Funnel, Middle of Funnel, Bottom of Funnel) are being disrupted. Advertisers are now forced to rethink their approach, relying more on email marketing for tasks that ads used to handle effectively.
• Challenges with Advantage+ Targeting:
  • Meta’s push toward Advantage+ targeting is not without its issues. Many advertisers have found that despite opting out, Meta still switches to Advantage+ without notice, broadening the audience beyond their intended scope. This can lead to ads being shown to irrelevant demographics, which is problematic for targeting specific audiences.
• How to Take Back Control:
  • There are ways to regain some control over your audience targeting, such as setting up Account Controls in Advertising Settings. This helps keep your ads within the right countries and ensures the appropriate age range is targeted. However, gender targeting remains a challenge under Advantage+.
• The Silver Lining – TikTok’s Influence:
  • TikTok’s For You Page (FYP) has shifted user expectations, making them more open to seeing content from creators they’re not following. This trend has opened up new real estate on Facebook and Instagram, allowing for cheaper ad impressions in the newsfeeds of cold audiences.
• Practical Steps to Optimize Your Ad Campaigns:
  • Set up Account Controls to ensure your ads reach the right people.
  • Test Advantage+ audiences against cold audiences to compare cost and lead quality.
  • Be vigilant with your ad setups to ensure Meta hasn’t automatically switched to Advantage+ without your knowledge.
  • Capitalize on the low costs of Top of Funnel campaigns to build your email list and supercharge your upcoming launches.

For more detailed steps on setting up your audience controls, visit thelaunchlounge.com/advantage_audience.

Listen now and get ahead of the changes.

Salome

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“Valuable and funny! ★★★★★

I love these tangible tools Salome gives us! Finally a podcast with a full picture strategy. And she makes it fun which makes you remember what you learned even better and you can’t wait for the next episode to air. Thank you!”

Mtillie in Sweden

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Links mentioned in this episode and other resources we think you'll love

>> Click here to get detailed instructions on setting up your Advertising Settings to succeed with Advantage+ audience targeting.

>> Another episode you'll love: Meta Update: Preparing Your Account For Advantage+ Audiences – Part 1

>> Another episode you'll love: 196. The Shocking Truth About How Big Your Email List Really Has To Be

>> Another episode you'll love: 187. The Fastest Way To Build Your Email List So You Can Launch Sooner