Use this lesson to:
- Identify how to target your ad based off of the device being used
- Understand how to use Engagement settings to achieve desired audience
We’ve covered targeting delivery of ads based on who people are, and what they care about. Now, let’s look at how people use the Facebook family of apps and services.
Target by device
Device usage is another important targetable behavior. You can create ads to include or exclude people by desktop browser and operating system under Digital Activities, or by mobile device under Mobile Device User.
Target by connections
You can include or exclude people from Core Audiences based on whether they engage with your Facebook Page, your apps, or your Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content.Note that any Core Audience you create can be saved for future reference.
Modify and Manage Audiences
When you save a Core Audience, you can reuse it and refer back to it for future ad campaigns. Access all saved audiences, Custom Audiences, and Lookalike Audiences associated with your ad account in the Audiences area of Ads Manager or Power Editor.
You’ll be able to see a list of all your audiences, their size, and status at a glance.
Click the name of any audience to access the Audience Details area. You can edit or delete the selected audience, create new audiences based on it, or view its history. This is also where you can review when an audience was created, who created it, what edits have been made since its creation, and by which members of your team.
When you have two or more audiences selected, you can check the overlap between them using the Actions dropdown. Overlap means the percentage of people that are in both audiences. Overlap is not inherently bad, but can become problematic if the percentage of overlap and the budgets of the overlapping ad sets are high enough, and the audiences are being used at the same time. This can cause ad sets to end up in the same auction. We don’t allow ad sets from the same Page or app to compete against each other because that could lead to advertisers driving up costs on themselves. So we remove the ad set that has a worse performance history from the auction. However, if we have to remove duplicative ad sets from auctions a lot, that can reduce delivery.
While it’s useful to be aware of how much your audiences are overlapping, we recommend using the Delivery Insights metric “auction overlap” to know for sure if overlap is actually affecting ad performance in a negative way.
If you think overlapping audiences are affecting the performance of your ads, try these strategies:
- Craft different ads targeted to different audiences to segment audiences more specifically. If you’re looking to create awareness for cooking classes, customize different ads for each audience. For example:
- Females, ages 20–35: Cooking classes are a great date night activity
- Males, ages 20–35: Learn to make simple, five-ingredient meals
- Busy families, ages 36–50: Master fast and healthy dishes even picky eaters will love
This strategy not only helps create more relevant messages, but reduces targeting overlap and under delivery.
- Consolidate audiences into high percentages of overlap into single large audiences.
- Evaluate the timing of ad sets and decide if they can be run at different times.
- Exclude similar audiences.
To exclude an audience, select Exclude from the Audience section of your ad set.
Click in the text field labeled “EXCLUDE people who are in at least ONE of the following.”
Congratulations, you’ve finished this lesson!