If your audiences are similar, you will end up overbidding.

[tmonower111]

Audience overlap
Another thing you should avoid is overlapping audiences between ad sets/targets.

A situation where you shouldn't overlap audiences is when your ad sets are competing with each other in the auction.






If your ads start competing with each other, the poorest performing ad sets will be automatically removed to avoid competition.



This will lead to lower delivery numbers.

It also makes it difficult to pinpoint which audience members took which actions.



Make sure your audiences don't overlap as this will directly impact performance.

There are two main times to check your audience overlap rate:

Before distribution
Now Available
To avoid overlapping audiences, be sure to regularly us cell phone number list check the overlap rate between your audiences.

Advanced targeting expansion setting is off
The expanded option in advanced targeting is a feature that allows Facebook to automatically optimize your targets.



This is actually something that is surprisingly not done well.



If Facebook determines that performance can be improved by expanding reach to targets other than the audience specified in the detailed targeting settings, it will expand ad delivery to audiences not included in the target.



If you turn on the Expand Advanced Targeting setting, Facebook will allocate a portion of your campaign budget between your original audience and your new audience if it determines that using this option would improve performance.



By comparing the two, you can allocate your budget to audiences that are producing more results for less cost .



It's not something you have to have on, but it's a good idea to keep it turned on to prevent missed opportunities and maximize performance.