Ad Manager: Audience controls

In this article, we will explore the Audience Controls section of the Ad Manager campaign creation process. This section includes tools to define your target audience through geographic location and intended target audience selection, crucial for optimizing ad performance.

Where to find Audience Controls in Ad Manager campaign creation process?

The "Budget and Audience" section is the second step in the campaign creation flow. It contains two parts:

1. Budget:

Monthly Budget

Set either a daily or lifetime budget for your campaign. Note that there is an initial $3,500 limit on campaigns, which can increase over time.

For lifetime budgets, select the duration for the campaign (e.g., one week).

The budget can be adjusted by renewing the subscription.

2. Audience Controls: This section allows you to define the geographic location and intended target audience for your campaign. Geographic location helps estimate audience size, while the Intended Audience ensures better ad performance by reaching the right people.

How to include/exclude geographic location as part of the target audience group?

To include or exclude a specific location from your target audience, follow these steps:

1. Search Location: In the "Search Locations" box, type the city, town, state, country, or address you wish to target. Select your location from the dropdown list, and the map will update to show it.

2. Set Radius: After selecting a location, use the radius slider to define the area around the location that should be included in your target audience.

3. Include or Exclude: Select "Include" to target that location or "Exclude" to remove it from the audience. When you exclude a location, it will turn red on the map.

4. Remove Location: Click the cross icon next to a location to remove it from your selection.

Note: The radius option of a location to narrow down the target audience is present only for addresses, neighborhoods, alleyways, and other similar locations. It will not be present for cities, countries, and other vast locations.

What are the different types of Intended Audiences categories and how can one use them?

There are three main categories of intended audiences that help refine your ad targeting:

1. Target Interests:

This targets new customers based on their interests, language, gender, or age range. You can select specific interests from a dropdown menu to reach people aligned with your niche or industry. Multiple interests can be selected for broader targeting.

The Demographic and Behaviour targeting alongside the existing 'Interests' options in Audience Controls allows for more precise and detailed targeting within campaigns. Each option provides audience size details—'Size' for Interests and Behaviours and 'Coverage' for Demographics—helping users make informed decisions about their target groups.

Note: Selecting too many behaviors and demographics may narrow the audience size, leading to ad delivery errors. Broaden your targeting if the audience is too small.

2. Lookalike Audiences:

This targets new people who resemble your current customers. It uses a custom audience as the source to find similar individuals.
Note: Lookalike audiences are not available for Special Ad categories.
When selecting this option, a dropdown will list the available lookalike audiences imported from your connected ad account.

3. Retargeting:

This focuses on people who have already interacted with your brand or products. It leverages custom audiences to target users who are familiar with your offerings, increasing the chances of conversion.
A dropdown will list available retargeting audiences created or imported from your ad account.

Note:

You can select up to 15 lookalike audiences and 15 retargeting audiences.
The dropdown will indicate the "ready" or "not ready" status of each audience, showing whether it's eligible for use in your campaign. If the state is "Ready" the audience can be selected and will give satisfactory results and if the status of any audience is "Not Ready" we do not allow that to be selected as designed by Facebook and the reason why it cannot be selected will be shown as a tooltip next to it.
You can combine any two or all three target audiences for a campaign, but it’s not recommended, as it may significantly reduce the audience size, leading to less favorable results.

How to View the Audience Summary from the Campaign Builder in Ad Manager

The "Audience Summary" feature in the Ad Manager provides a detailed overview of all audiences, helping you manage and optimize ad targeting with greater ease.

To view the summary within the Campaign Builder Flow, select 'Lookalike' or 'Retargeting' and click the eye icon next to an audience for a summary.

FAQ

1. How do I define the budget for my campaign?

Set a daily or lifetime budget, with an initial $3,500 limit, adjustable over time.

2. How can I include or exclude a location from my audience?

Search for the location, set the radius, and choose "Include" or "Exclude" to refine your audience.

3. What are the different audience categories?

The categories include Target Interests, Lookalike Audiences, and Retargeting for more precise targeting.

4. What happens if I select too many behaviors or demographics?

Too many selections can narrow the audience size too much, leading to ad delivery issues.

5. What are Lookalike Audiences?

These target people similar to your current customers based on a custom audience.

6. How can I view the details/summary of an audience?

You can view audience details from the Audience Tab in Ad Manager Settings or within the Campaign Builder Flow by selecting the eye icon next to an audience.