What is the Problem?
The ad campaign audience section only displays the ‘Interests’ category in the search and select dropdown, even though platforms like Facebook offer more sections such as demographics and behaviour.
What Adjustments have been Made?
We have added ‘Demographic and Behaviour’ categories in addition to the existing ‘Interests’ options for more elaborate targeting and audience selection. Now, every time a user searches an interest, demographic or behaviour, the system will display the corresponding audience reach details (‘Size’ for Interests and Behaviour, ‘Coverage’ for Demographics).
Why are these Changes Significant?
These changes close the gap in detailed targeting, which was an unfulfilled aspect in our Ad Manager that Facebook offers. The need for these changes was raised by some of our clients during calls and suggestions were submitted to our ideas board as well.
Essential Observation:
We have noticed that multiple ads have encountered issues and failed due to the audience size being too small for effective delivery. This can occur when too many behaviours and demographics are selected. As each of these categories comes with a defined audience size, the selected audience size can become too small for a successful ad campaign.