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Are you running retargeting campaigns on Facebook Ads? You might be making a critical mistake due to a hidden default setting. This article reveals this common error and guides you on how to disable it for optimal retargeting performance.
Why Your Facebook Ads Retargeting Campaign Might Be Wrong
To illustrate the issue, let’s examine an example within a Facebook Ads account. When creating a new sales campaign and navigating to the ad set level, you can add a warm audience – essentially your retargeting audience.
In the “Custom Audiences” section, when selecting “Website Traffic,” you’ll notice the “Advantage custom audience” feature is enabled by default. This feature allows Facebook to advertise to people within your target audience (those who visited your website), but simultaneously advertises to others. Facebook’s goal is to “reach people outside your custom audience when it’s likely to improve performance.”
When Does “Advantage Custom Audience” Harm Your Campaign?
In some cases, this feature might be acceptable, for example, if you’re an e-commerce business offering a 10% discount to everyone. However, enabling this feature can often have a negative impact, especially when you want to:
- Target users who performed a specific action: For instance, you want to offer a special discount code to webinar attendees. If the ad is shown to those who didn’t attend, the message becomes irrelevant, wasting budget and diminishing brand credibility.
- Deliver tailored messages based on user actions: When ads are shown to both warm and cold audiences, the content loses relevance and confuses viewers.
How to Disable “Advantage Custom Audience” on Facebook Ads
The solution is simple: Turn off the “Advantage custom audience” feature. Disabling this feature allows you to control your target audience, ensuring your ads reach the right people with the right message, leading to better results. Focus on your warm audience, analyze its performance separately, and avoid mixing it with a cold audience.
Important Note When Using “Advantage Custom Audience”
Every time you adjust your ad set and add a new warm audience, the “Advantage custom audience” feature will be automatically re-enabled. Facebook encourages using this feature to increase ad spending. Therefore, always check and disable this feature after each ad set modification.
Conclusion
Disabling the “Advantage custom audience” feature in Facebook Ads is crucial for ensuring your retargeting campaigns reach the intended audience, deliver optimal results, and avoid wasted budget. Always check and disable this feature after each ad set edit to prevent unnecessary mistakes. By targeting accurately, you’ll improve ad performance and achieve better business outcomes.