The Only 2 Audiences I Use on Meta Ads...
Summary
TLDRIn this video, the speaker discusses the evolution of Facebook ad targeting strategies, highlighting that in 2024, they primarily use only two audiences: Broad and Advantage Plus shopping. They explain that lookalike targeting has become ineffective, and interests targeting is losing steam. Broad targeting allows the algorithm to find the best fit for the business, while Advantage Plus combines explicit and implicit user intent for scalability. The speaker also touches on the importance of creative strategy over targeting and introduces catalog ads as a potential third audience type, emphasizing their effectiveness in e-commerce.
Takeaways
- 🔍 In 2024, the speaker primarily uses two Facebook ad audiences: Broad and Advantage Plus shopping, abandoning Lookalike targeting.
- 📉 Lookalike targeting has become ineffective, and interest targeting is losing steam, often used as a temporary fix for poor performance.
- 🎯 Broad targeting is recommended for scalability and simplicity, allowing the algorithm to identify the best fit for the business.
- 🛒 Advantage Plus shopping combines explicit and implicit intent, starting with retargeting audiences to train the algorithm for broader targeting.
- 📈 The speaker analyzed 10 brands and found a decline in the use of retargeting and interest targeting, with an increase in ASC campaigns.
- 💡 Brands should focus on creative testing rather than relying on audience targeting to improve ad performance.
- 📊 The data shows that broad targeting outperforms interest targeting in most cases, even when brands initially test other methods.
- 🔄 If Broad and Advantage Plus aren't effective, the speaker suggests a setup combining stacked interest groups, lookalikes, and Broad with top-performing creatives.
- 🎨 The speaker emphasizes that poor ad performance is often due to creative issues rather than targeting issues.
- 📦 Catalog ads, specifically dynamic product ads (DPAs), are considered a separate targeting strategy due to their unique delivery structure within Meta's ad system.
Q & A
What are the two primary audiences the speaker is using for Facebook ads in 2024?
-The two primary audiences the speaker is using for Facebook ads in 2024 are Broad and Advantage Plus shopping.
Why does the speaker believe that lookalike targeting is no longer effective?
-The speaker believes that lookalike targeting is no longer effective because their analysis across 10 brands showed that it is 'dead in the water' and that interests have been losing steam.
What is the difference between Broad and Advantage Plus shopping audiences?
-Broad audiences are open targeting with no lookalikes, custom audiences, or interest targeting, possibly with some guardrails on age, location, and gender. Advantage Plus shopping, on the other hand, includes both explicit intent (retargeting audiences) and implicit intent (people in the market for similar products but haven't discovered the brand yet).
Why is the speaker advocating for the use of broader audiences?
-The speaker advocates for broader audiences because they believe it trains the algorithm to look at everyone and zone in on the people who are the best fit for the business, and it's the most scalable audience.
What does the speaker suggest when Broad and Advantage Plus audiences are not working?
-When Broad and Advantage Plus audiences are not working, the speaker suggests testing the right types of creatives and having a strong creative strategy. If that doesn't work, they recommend a setup that includes a stacked interest group, a stacked lookalike, and Broad.
What is the role of creatives in the success of Facebook ads according to the speaker?
-According to the speaker, creatives play a crucial role in the success of Facebook ads. They suggest that often it's not a targeting issue, but rather a creative issue that needs to be addressed.
What is the third audience the speaker mentions and why do they consider it different?
-The third audience the speaker mentions is catalog ads or dynamic product ads (DPAs). They consider it different because it is a different delivery structure inside of Meta ads, where the algorithm reads skew level data to deliver the ads to the right people.
Why is the speaker concerned about brands not using catalog ads?
-The speaker is concerned because if brands avoid catalog ads, Meta could deliver that content to their competitors, and they believe it's better to be on the receiving end of that competitive pack.
What does the speaker suggest brands should do if they are struggling with ad performance?
-If brands are struggling with ad performance, the speaker suggests doing more creative testing and possibly using a setup that includes a stacked interest group, a stacked lookalike, and Broad with their current top-performing creative.
What additional advice does the speaker give for improving ad performance?
-The speaker advises checking out their other videos on creating great creatives that convert and testing all major ad formats.
Outlines
🚀 Shift in Facebook Ad Targeting Strategies
The speaker discusses a significant change in their Facebook ad targeting strategies, moving from four to just two audiences in 2024. They conducted an analysis across 10 brands and found that Audience Selection Criteria (ASC) and lookalike targeting are no longer effective. The two audiences they now focus on are 'Broad' and 'Advantage Plus shopping'. Broad targeting involves open targeting without lookalikes or interest targeting, while Advantage Plus shopping targets both explicit and implicit intent audiences, using retargeting to train the algorithm for scalability. The speaker emphasizes the importance of broader audiences for algorithm training and scalability, suggesting that interest targeting is often a temporary fix for poor performance.
📊 Analysis of Brand Ad Performance and Creative Strategy
The speaker provides an in-depth analysis of ad performance across different brands, noting a decline in the use of interest and lookalike targeting. They highlight that most brands are now using ASC, and some are employing multiple ASC campaigns for various offers or categories. For brands struggling with Broad and ASC targeting, the speaker recommends testing different types of creatives and a strong creative strategy. They also suggest a fallback strategy of using a stacked interest group and lookalike in addition to Broad if the primary methods fail. The speaker stresses that creative issues are often the root cause of poor ad performance rather than targeting issues. Lastly, they touch on dynamic product ads (DPAs) as a potential third audience, explaining how they work and their importance in the competitive e-commerce landscape.
Mindmap
Keywords
💡Facebook Ads
💡Audiences
💡ASC (Automatic Special Custom Audiences)
💡Lookalike Targeting
💡Interest Targeting
💡Broad Targeting
💡Advantage Plus Shopping
💡Explicit Intent
💡Implicit Intent
💡Creatives
💡Catalog Ads
Highlights
In 2024, the speaker uses only two audiences for Facebook ads instead of four from the previous year.
Lookalike targeting is considered ineffective, and interest targeting is losing steam.
The two audiences currently used are Broad and Advantage Plus shopping.
Broad targeting is open targeting without lookalikes, custom audiences, or interest targeting.
Advantage Plus shopping includes both explicit and implicit intent audiences.
Explicit intent refers to retargeting audiences with a known interest in the brand or product.
Implicit intent targets people who are potentially in the market but haven't discovered the brand yet.
Advantage Plus starts as a retargeting audience to train the algorithm for broader targeting.
The speaker provides a chart analysis of 10 brands' Facebook ad accounts.
Very few brands are using local EGS, and interest targeting is on the decline.
Brand number three's interest targeting did not perform well compared to broad targeting.
Brand number five found broad targeting more effective than interest or lookalikes.
Brand number seven was one of the few where interest targeting outperformed broad targeting.
Many brands are using multiple ASC campaigns for different purposes.
If Broad and Advantage Plus aren't working, the speaker recommends testing with a stacked interest group and lookalike in Broad.
The speaker suggests that poor performance is often due to creative issues rather than targeting issues.
Catalog ads, or dynamic product ads (DPAs), are considered a different type of audience targeting.
Catalog ads use product data to deliver ads, even showing competitors' products if out of stock.
The speaker will discuss catalog ads in more detail in an upcoming interview.
Transcripts
what's up marketers last year I released
this video that talked about the only
four audiences that I use on my Facebook
ads and now in 2024 I am only using two
audiences I even did a quick analysis
across 10 brands Facebook ad accounts
and as you can see pretty much everyone
is using ASC and lookalike targeting is
dead in the water so today we are going
to talk about the only two audiences I'm
using right now on Facebook ads we're
also going to dive way more into this
chart and I'm also going to be giving
you some tips if these two audiences
don't seem to be working out for you and
I'm also going to talk about the other
campaign that no one talks about and I
actually consider this to be a different
type of targeting so maybe I actually
use three but more on that later okay so
let's dive into it these are the only
two audiences I'm using for targeting
right now on my Facebook ads and I'm
going to keep this super simple Broad
and Advantage Plus shopping what I found
over the last year is look likes are
completely dead and interests have been
losing a ton of steam but
sometimes they can work temporarily I
generally find when a brand is doing a
lot of interest targeting it's a
Band-Aid for poor performance and they
should probably just be investing all of
that energy and effort into making
creatives now let's take a look at Broad
and Advantage Plus shopping these are
different audiences let me explain so
broad is simple right this is completely
open targeting no lookalikes no custom
audiences no interest targeting maybe
we'll have some guard rails on age
location and gender if applicable but
for the most part broader here is better
and I always get some people that are a
little scared to test broad audiences
because oh what if the algorithm doesn't
know trust me the algorithm knows it's
using your creative to Target and hit
the right people but it's really
important that you start using broader
audiences because you're training the
algorithm to look at everyone and Zone
in on the people who are going to be the
best fit for your business also it's the
most scalable audience now advanage
Quest shopping is a little bit more
complicated and something that Facebook
has actually said is that asc's actually
work on a spectrum of intent so this is
going to include explicit intent and
implicit intent so what is explicit
intent so these are your retargeting
audiences right these are people who
have an explicit interest in you in your
brand and your product so maybe they've
been to your website they've added to
card or they've engaged with you on
social media now an implicit intent is
people who are a little bit more up
funnel so they're people potentially who
are in market for your product or
service but they haven't actually
discovered you yet so a really simple
way to think about this is maybe you're
in the market for a and you go to Casper
to look at their mattresses but then
when you visit Facebook or Instagram the
next time you see oh all these other
mattress companies are hitting me up
that's because you have an implicit
interest in their brand or business
because they are looking at the products
that are being sold against your
competitors and then putting you in the
line of fire for a different option
essentially now what I think is really
cool about that Advantage Plus is
essentially it starts off as a
retargeting audience that essentially
trains the algorithm to then look for
other people who look like the people
that have that explicit interest it's
kind of like having a retargeting
campaign teach your algorithm and since
it's targeting everyone it's infinitely
scalable which is very good for you now
if you want to learn more about
Advantage plush shopping I have an
entire video right here that is going to
do a deep dive on everything you need to
know about how to actually set up that
campaign alongside your campaigns that
you're currently running so Broad and
Advantage Plus those are the only two
targeting audiences that I use on my
Facebook ads and you know the third but
more on that in a bit and if you're
enjoying this video please be sure to
give me a like And subscribe those small
actions really do help me out as a
Creator no I'll wait you can do it now
okay now let's take a look at this chart
right we have 10 different brands
several different Industries these are
the monthly budgets that they've been
using over the last 30 days number of
live current campaigns if they're using
retargeting if they're using ASC if
they're using interest and if they're
using lookalikes so big thing right here
is anyone one using local EGS no and not
many people are using interest targeting
either retargeting is also massively on
the decline because everyone's using ASC
and the idea there is that they are
getting those retargeting audiences in
those ASC campaigns so let's take a look
at some of these individual Brands right
let's look at Brand number three at
first this is one of the only ones that
was doing a lot of interest targeting
and to be honest it wasn't really doing
that well for them they were getting a
lot better performance coming at abroad
however I think the reason why they're
doing it is they weren't necessarily
reaching their goal across the board
this brand should be doing more creative
testing but right now they're trying to
mitigate performance by quickly testing
out different audiences and it's not
really working and let's look at Brand
number five spending 20K over the last
30 days in the HomeGoods industry and
what's interesting here is I had them
marked down for no for both interest and
look likes but it is actually something
that they've tested over the last 60
days but turned off due to poor
performance and they actually did the
exact structure that I recommend when
Brands need to test out interest or a
little bit of lookalike targeting but
broad ended up being the most effective
for them which is something that I see a
lot now let's take a look at Brand
number seven now this is one of the only
Brands where their interest targeting
was performing better than Broad and
they had tested lookalikes recently but
it was a huge block for Brand number
eight in skincare I said that they
weren't doing any R targeting but they
did have a loyalty Campaign which means
that they were targeting current and
past customers sometimes people lump
this into retargeting but I do consider
it more of a loyalty campaign since
you've already acquired those customers
before in the past and something that I
wanted to note across a lot of these
Brands to is that many of them are
actually starting to use multiple ASC
campaigns and this is something that I
see more and more brands are starting to
do so they'll have an ASC campaign with
their top performing creatives but then
maybe they'll also have an ASC campaign
for a special offer that's temporary
Black Friday cyber money is a great
example or if they want to test out
something specific for a specific
category now one of the number one
questions I get is okay D Advantage Plus
shopping and Broad aren't working for me
what do I do the first thing I always
check out is if they're testing the
right types of creat Crees and they have
a strong creative strategy generally
it's no and I see a lot of people
getting into the Trap of thinking that
interest targeting and lookalike
targeting are going to help them when it
seldom does and it's often times the
creative and product strategy and offer
strategy that really helps Drive things
forward however I'm still of the mindset
that everything should be tested and if
Broad and ASC aren't working for you
then I would generally recommend this
setup so this is the old scaling
prospecting setup of mine I still use it
if I see a brand is really struggling
and we might need to try and get an easy
quick win and we have some new creatives
coming down the pipeline but they're not
quite ready yet so I will do a stacked
interest group a stacked lookalike in
Broad but again nine times out of 10
recently it's still the broad that's
working here maybe we'll get a little
bit of traction out of the interest ad
set for a little bit but it generally
doesn't last as long and I would launch
this with your current top performing
creative to date and again if you do
this and you still don't find that the
results are there it's probably a
creative issue I'm generally always
willing to bet that it's never a
targeting issue but it's better to be
proven wrong on that my suggestion here
if you're stuck with the creatives I
have tons of amazing videos on great
creatives that you can make literally
today literally for free that nearly
always convert be sure to check those
out and also make sure that you've
tested all major formats okay now let's
talk about the potential third audience
and you're going to understand why I
categorize this as a different audience
these are catalog ads are the DPA the
dynamic product ads catalog ads are a
huge category in fact meta actually
released a statistic recently that
showed that 7 % of all retail and
e-commerce went to DPA some of the
biggest retailers in the world primarily
use this like Champion revolve pains now
the reason why I consider this a
different audience is because it is a
different delivery structure inside of
meta ads in fact the algorithm actually
reads your skew level data to help
deliver the ads to the right people
they're looking at everything from the
product the price range the color the
sizes even the fabric so say you're
selling a black leather shoe and in the
$7 to $80 range but size 10 is sold out
if someone is looking for that size 10
shoe meta will actually look through the
catalog of different competitors and
show them similar shoes so I consider
this to be a huge competitive pack and I
know what you're thinking if I avoid
doing catalog ads is meta than going to
deliver that stuff to my competitors
still yes so you might as well be on the
receiving end of that I've recently
learned a lot about catalog ads from my
friend Dan at marpipe he's really doing
amazing things and we have a huge
interview coming out soon all about the
most boring ad in the world so be sure
to stay tuned for that and that's it I
will see you guys next week if you got
all the way to the end of this video let
me know what your favorite audience is
in the comments see you bye
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