I’ve been working on some of our Facebook ads and I wanted to share with you a more advanced Facebook technique or tactic that a lot of people don't know about.
It’s called Audience Overlap and it comes into play when you're running a couple of different ad campaigns for different ads to different audiences ,and you have audiences that are very similar which means there is an audience overlap.
So for example today I was looking at the Female Entrepreneur Association and Frank Kern, and interestingly enough 100% of the people who had like the FEA also liked Frank Kern.
So what Audience Overlap does is it puts you into a bidding war against yourself, so basically you're bidding against yourself for that same attention because you're running different ads to the same people but in different audiences.
A lot of people talk about when they're scaling their ads what they do is they just duplicate the ad set but then what ends up happening is that the new duplicate is then going up against their old one in that bidding system within Facebook.
I used to have things happening in ad manager that I didn't understand, and I would think that's crazy, why is that happening?
For instance, I would have an ad that was doing really well and then I would set up a new campaign and then the original ad cost would go up.
Or I would have two ads and one was doing okay, one was doing poorly, so I would shut off the poor one and then the one that was doing okay starts to do better.
These would leave me wondering if it was just a coincidence or was something else going on – which it was. It was audience overlap.
So what can you do about it?
Well, the first thing you can do is to exclude those audiences within your ad set level. So for instance, I would set up an exclusion within the Frank Kern ad – excluding anyone who had also liked the Female Entrepreneur Association.
The other thing that I could do is I could combine them to the one ad set but we're actually in a testing phase at the moment where I'm actually testing out different audiences to see how it goes.
So how do you find this overlap?
Well, it's quite easy. Go into audiences and set these interests you want to target up as Saved Audiences.
Once you’ve done that, tick on the audiences in the list that you want to check and then if you go up the top, there are three little dots. If you click on that, what'll dropdown will be Audience Overlap and you click on that and it'll take you through and you can have a look at where the audience overlap is.
Now, the rule is if it's over 25%, you will be seeing some sort of bidding issue or some sort of error. If you're just spending small amounts of money, it's probably not a problem but if you're looking to scale these ads in the future, then it will become a problem.
Be aware that the order that you click on the audience matters. For example, when I clicked on Frank Kern first then the FEA, I got a 16% overlap. When I ticked them in the other order I saw the 100% overlap. So make sure you click the smallest audience first!
Okay, I hope that you've learnt something new today that you didn't know and I'll see you in the next article.