Meta ads audience removal 2022 (Facebook and Instagram) has removed thousands of ad targeting options.😡
Does this mean the end of Facebook?
So far, so good.
Over the years, Facebook has had a number of hurdles with their advertising. Remember Cambridge analytica? Remember the recent Apple iOS14.5 changes? Well, now the big change is Meta ads audience removal 2022. Here is my video update prior to the removal on Instagram.
Now what? 🤔
Facebook and Instagram ads are not done. They are still performing…and quite well.
But, we do have to shift our audience focus.
Below I cover what I recommend moving towards. These are tried and true audiences that work.
Here are 3 audiences to focus on with the new targeting:
1. Custom
These have always been the highest converting.
Here are the main custom audiences we use:
- Website Traffic
- Customer list
- Video views
- Instagram Engagement
- Facebook Engagement
One strategy we use is to put some budget behind an educational video, then retargeting that audience with a conversion ad.
2. Lookalike
The best performing lookalikes are the ones that are based off the custom audience list.
It used to be recommended to use 1% lookalike, but we are finding that 3-4% lookalike works well. Be sure to test all variables.
3. Broad
Here is a recent video I did about the broad audiences. View on my Instagram HERE.
Broad audiences used to be a no-no, but due to Meta’s AI intelligence, they can narrow according to who first shows interest and feed to others with similarities.
When using this audience, be sure to be VERY specific with your copy on who you are trying to get to take action. Copy is extremely important.
To sum it up, Facebook and Instagram ads still perform better than most of the other platforms. It is just that we will need to TEST, TEST, TEST!
Looking for deeper help with your Meta advertising? Reach out to schedule a lead generation breakthrough session with Janet to see if we are a fit to potentially work together. We offer both ads coaching and full management.
