Separate Ad Sets for Different Interests and Behaviors

Help me undestand…

You created three ad sets, each one targeting a different group of interests and behaviors. Your performance goal is to optimize for conversions.

Why are you doing it this way?

The Problem

When optimizing for conversions, Advantage Detailed Targeting is automatically on. The interests and behaviors are just a starting point. The audience is expanded.

What percentage of your eventual impressions will be related to the interests and behaviors you provide? Meta provides very little insight, but it’s likely that the expanded audience is treated the same.

Contribution of Randomness

The response from advertisers who do this is often that they see a benefit because one ad set will outperform the others. But, those results may not mean what you think they do.

Yes, you will get different results from all three ad sets. You will assume that it’s because of the targeting differences. More likely, the differences in performance are random and are unaffected by your targeting.

Here’s an example of something you need to consider. I ran a test where I created three identical ad sets. It led to a variation in performance of 25% from one ad set to another.

Are you seeing a variation in performance of 25% or less when creating these multiple ad sets?

What to Do Instead

You’re likely wasting time and energy by using this approach. And since you’re breaking up your budget, it’s an inefficiency. You could consolidate your budget, but instead you are likely making your results worse.

It doesn’t mean that you need to use Advantage+ Audience. You could go with one ad set using the same approach with original audiences and detailed targeting. But, consolidate your budget for the single ad set.

There are always exceptions, but they’re rare. When in doubt, simplify your approach.

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