Ad groups that are not delivering effectively may be due to the impact of overlapping audiences. What is Facebook Audience Overlap? How to see audience overlap Facebook ads? Follow the article below, Optimal Agency’s Facebook Ads experts will share more about this issue.
What is Facebook Audience Overlap?
A great tool to support Facebook advertisers was released on January 11, 2016. Facebook Audience Overlap allows advertisers to select two audience groups (a maximum of 5 groups). Then arrange how many people have things in common (characteristics, behaviors, interests) between the two groups.
You can compare between groups of custom audiences, or between custom groups and self or saved audiences. This tool only applies to 3 audience groups: Custom Audience, Lookalike Audience, and Saved Audience.
To use the Facebook Audience Overlap feature, you must ensure each audience group has at least 1,000 people or more. If you try to compare groups that don’t have the required number of people, you’ll get the message:
“To protect user privacy on Facebook, we don’t share data if the target group is less than 1,000 people.”
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Benefits of Facebook Audience Overlap
Before learning how to see audience overlap Facebook ads, let’s explore why you should use the Facebook Audience Overlap tool. The applications of Facebook Audience Overlap when running ads on Facebook include:
Facebook Audience Overlap helps advertisers identify audience groups based on behavior, interests, and demographic behavior. Audience groups created mainly based on interests include Social media examiner, Mari Smith (Social Media Thought Leader), Amy Porterfield (Social Media Strategy Consultant), and Facebook for Business.
Separating separate groups of objects means you repeat the steps of checking for overlap creating a larger group of saved objects. This helps advertisers expand the size of the target audience file to target more accurately.
Creating groups of people with similar interests combined with people who have been interested (like or interact with your page). From there, you can analyze and evaluate what interests your target customers are interested in, and which interests have the greatest interest. Accordingly, determine your Facebook Page’s value to your target audience to keep them there.
Why does Facebook audience overlap affect ad group delivery?
While Facebook audience overlap does not have a negative impact, it does make ad group delivery less effective. This is because an advertiser’s ad groups participate in the same auction (they target similar audiences).
The ad groups that have achieved the highest performance will be selected by Facebook. In addition, the remaining ad groups will be prevented by Facebook from competing with each other for display. Facebook does this so your ads don’t compete with each other. This can increase costs and lead to inefficient use of budget. Therefore, you need to know how to use Facebook audience overlap to check the overlap of objects in the file to help optimize advertising costs.
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How to see audience overlap Facebook ads
You can check if the two audience groups you use overlap with the Facebook Audience Overlap feature as follows:
Step 1: Visit Business Manager (BM) if you use BM to manage your ad accounts, campaigns, and business assets. Next, select the advertising account ID that has the target group you want to check.
Step 2: You will be redirected to the main interface of Ads Manager. Then, select the Object section.
Step 3: Next, select 2 or more target groups of objects you want to compare by checking the boxes next to the objects you want to compare (maximum 5 objects).
Step 4: Click the Actions tab, select the group name, and select Show Facebook audience overlap. You will see a detailed information table about Facebook audience overlap groups.
In which the first object you select will be listed first as the “Main object”. Any other audiences you select will be listed in the “Comparison audiences” section.
You can change the main object by selecting a new object from the drop-down menu in the upper right corner of the tool or choosing from any of the objects you’ve already selected. Or remove groups of objects by clicking on the x at the end of each group.
If you want to add a comparison audience, just click “Show more audiences” and fill in the name of the group you want to add.
When you choose an audience to compare, you’ll only get useful overlap information from audiences of at least 10,000 people.
The Facebook Audience Overlap tool will show both “Overlap” and “% overlap of the selected audience”. The “Overlap” column shows the number of people in both categories. The “% overlap of selected audiences” column compares the number of people in both audiences with the total number of people in the selected audience to show the percentage overlap.
How to fix problems caused by Facebook Audience Overlap
Not only do you need to know how to see audience overlap Facebook ads, but you also need to save methods for handling problems that occur due to Facebook Audience Overlap. There are 2 ways to fix it as follows:
Merge overlapping ad groups
In case several ad groups are targeting similar audiences. You can improve advertising efficiency by merging ad groups into one and running with a large budget.
Refine your targeting
Use Facebook’s detailed targeting feature to select unique and specific target audiences for each ad group. You can target the target audience according to the following criteria: geographical location, age, interests, behavior, and gender. You can also create your own Custom Audiences from your business’s Customer Data or Facebook Pixel. Or you can create a Lookalike Audience of people with similar characteristics to your most qualified customers for each ad group.
Depending on each case where the error occurs due to Facebook audience overlap, choose the appropriate solution. To make the correct decision, refer to the following tips:
If the two audiences are different, you can set different bids for ad groups targeting one of the two audiences. Continue to separate those two audiences and refine your targeting. Or try merging 2 audiences and combining large budgets for both.
You have a better understanding of the Facebook audience overlap checking tool as well as how to see audience overlap Facebook ads. Please learn more useful knowledge about running ads to deploy successful Facebook ad campaigns and achieve the highest efficiency. Access: vi. optimal.to update more useful content about Facebook advertising!
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Frequently asked questions
When advertisers create ad groups with overlapping audiences, multiple ads on your Facebook Page will enter the auction. That’s when the phenomenon of auction overlap occurs.
Facebook will select the ad with the highest total value to compete in the auction. Other ads from your Page will not be considered in the auction. This results in the ad set not spending its full budget or not achieving enough results to finish the learning phase. If ads stay in the machine learning phase for too long, ad performance is less consistent and cost per action (CPA) is often higher.
In addition to using the Facebook audience overlap tool to check for duplicate audiences in ad groups. Then apply the strategies below to minimize duplicate ad audiences:
Method 1: Use the Facebook Audience Overlap feature to find duplicate audiences manually and exclude them when targeting audiences in ad groups. The way to do this is to choose a target audience file based on any interests and behaviors. Then separate the target audience files associated with specific interests and compare them, making sure the overlap rate is less than 20%.
Method 2: Use the notes and exclusion function in Facebook Ads Manager. By creating any file that simulates a customer portrait. Next, create a new file and exclude the previously created customer persona descriptions.
Method 3: Create custom audience files and exclude them. By creating a file, people who watch the video later during ad placement can eliminate them and that’s it.
