Key insights

• ⚠️ Mistakes by Facebook can be refunded if ads are shown to unintended audiences
• 🌱 Organic sharing can lead to additional reach for ads without extra cost
• 🏙️ Certain businesses, like local events, may benefit more from organic sharing and reach on ads
• 📊 In the 'Advantage Plus audience' section, interests, gender, and age criteria are suggestions and not strict boundaries
• 🔄 Ads can be shared organically by the target audience, affecting ad distribution
• 🔒 Audience controls allow setting hard boundaries for targeting, such as location, age, language, and custom audience exclusions
• 💡 Switching to original audience options provides more control over targeting, but Meta encourages the use of Advantage Plus audience for cost-effectiveness
• 🚫 Actively deselect targeting expansion to limit ad targeting and avoid reaching the wrong audience

Q&A

• How can businesses verify and optimize their ad targeting on Facebook?

  Businesses can use the breakdown feature in Ads Manager to analyze ad performance by different criteria such as age and country. Targeting tweaks are important, but ad creative is now crucial for successful Facebook ads. It's important to prioritize reaching the right people and focus on ad creative for improved results.

• How do businesses cope with the changes in location targeting for Facebook ads?

  Businesses can no longer target people based solely on current location but can use ad copy to indicate a target audience like 'New Yorkers' to reach specific groups. Feedback loops help Meta understand the right audience for ads.

• What is the importance of setting hard boundaries and using original audience options in ad targeting on Facebook?

  Setting hard boundaries and using original audience options is crucial for targeting ads correctly. Advertisers should actively deselect targeting expansion to limit ad targeting and avoid reaching the wrong audience. Location setting options apply to various adset setups such as Advantage Plus audience.

• How can advertisers effectively target their ads on Facebook?

  Advertisers can use audience suggestions or add hard boundaries through audience controls for targeting their ads effectively on the platform. They can also switch to the original audience options if they want more control over their targeting. Meta encourages the use of Advantage Plus audience for cost-effectiveness.

• What is the 'Advantage Plus audience' in Facebook's Ad Manager and how does it affect ad targeting?

  The 'Advantage Plus audience' section in Facebook's Ad Manager introduces a targeting setup where interests, gender, and age criteria are suggestions and not strict boundaries. This means ads can be shown to people beyond the specified criteria. Ads can be shared organically by the target audience, affecting ad distribution.

• What should businesses know about unintended audiences and organic sharing of Facebook ads?

  Mistakes by Facebook can be refunded if ads are shown to unintended audiences. Organic sharing can lead to additional reach for ads without extra cost. Certain businesses, like local events, may benefit more from organic sharing and reach on ads.

• 00:00 Facebook ads may be shown to unintended audiences due to organic sharing, but it's not necessarily a concern for most businesses. Mistakes by Facebook can be refunded. Organic reach through sharing is common and may benefit certain types of businesses.
• 02:14 Facebook's Ad Manager now includes an 'Advantage Plus audience' targeting section, where interests, gender, and age criteria are suggestions, not strict boundaries. This means ads can be shown to people beyond the specified criteria.
• 04:39 Advertisers can use audience suggestions or add hard boundaries through audience controls for targeting their ads effectively on the platform. They can also switch to the original audience options if they want more control over their targeting.
• 07:00 The video discusses the importance of setting hard boundaries and using original audience options to ensure that ads are targeted correctly. It also highlights the need to actively deselect targeting expansion and emphasizes the significance of limiting ad targeting to avoid reaching the wrong audience. Additionally, the location setting options are explained to show how they apply to various adset setups.
• 09:29 Businesses can no longer target people based solely on current location, but can use ad copy to indicate target audience like 'New Yorkers' to reach specific groups. Feedback loops help Meta understand the right audience for ads.
• 11:44 Learn how to verify if your ad targeting is effective and make necessary adjustments by using the breakdown feature in Ads Manager. Focus on reaching the right people and prioritize ad creative for improved results.