Facebook Ads are increasingly competitive, driving up advertising costs. This article will guide you on how to find less competitive ad audiences on Facebook, helping you optimize costs and achieve better results.
Why Find Less Competitive Audiences?
Facebook ad pricing is determined by an auction system. You’re competing with many other advertisers to show ads to the right target audience. The supply of Facebook and Instagram users is vast, but the demand for advertising is also increasing. This leads to higher ad costs, especially for certain audiences. Facebook’s removal of various targeting options has exacerbated the situation.
The “Inspect” Tool in Ads Manager:
To find less competitive audiences, use the “Inspect” tool in Facebook Ads Manager. This tool provides data on the level of auction competition.
- How to use it: In Ads Manager, select the campaign and ad set you want to examine. Click on “Ad Sets” -> Select the ad set -> Click “Inspect”.
- Analyzing the data: Under “Auction Competition,” you’ll see a line graph representing the competition level. A line at 0% represents the average competition level. Positive (+) values indicate higher than average competition, and negative (-) values indicate lower than average competition. Meta provides benchmarks: 20 is high competition and -20 is low competition.
How to Find Less Competitive Audiences:
- Create multiple ad sets: Launch multiple ad sets, each targeting a different audience.
- Monitor competition levels: Use the “Inspect” tool to track the competition level of each ad set.
- Analyze and adjust: Based on the “Auction Competition” data and Cost per Conversion, determine which ad sets are most cost-effective. Prioritize ad sets with low competition and low conversion costs.
Important Notes:
- The “Inspect” tool only works with ad sets that have already run. You can’t predict competition levels before running ads.
- Competition levels vary over time and by industry.
- Combine “Auction Competition” data with cost per conversion data to make optimal decisions. Cost per result (such as purchases or sign-ups) remains the most crucial factor.
- In addition to “Auction Competition,” utilize other data in “Inspect” such as “Audience Saturation” and “Auction Overlap” to better understand ad performance.
Conclusion:
Finding less competitive ad audiences is key to optimizing Facebook Ads costs and effectiveness. By using the “Inspect” tool and analyzing data intelligently, you can target more effectively, reduce costs, and increase profits for your advertising campaigns.