On January 19, 2022, Facebook deleted the segmentation of the audience on health, race, nationality, political parties, religion, sexual orientation, public welfare, organizations, and public figures.
In the second half of May, this function is still not perfect. In the past, we could use FB's precise and huge database to refine the coverage of each advertisement, but now this function is very weak. For example, every time a programmer fixes a bug, more bugs will be triggered. After deleting so many segmentation and positioning, the optimization of the remaining keywords will be inaccurate.
For example, if you think that the conversion of the IOS side is more stable than that of Android, and you want to launch iOS specifically, you have made N settings in the segmentation positioning, such as "Apple devices", "iPhone XX" and "iPhone fans"... You have set only iOS devices in the forum, but after a certain amount of advertising costs, you will find that 50% of Android and other devices still enter. Here are just examples, and there are many similar cases.
The confusion and poor optimization of segmentation and positioning have led many advertisers to focus more on Messenger and WhatsApp marketing. It is suggested that we should optimize the advertising content, website content, and product quality, export and save the most suitable audience after accumulating a certain amount of conversion, and the audience given keywords by the official is not allowed.
In addition, FB has recently optimized the launch of iOS 14.5 and above users. Users who choose "Do not allow tracking" can now launch normally, but they are still in the early stage, and cannot be very precise. After setting the domain name of the website event, you can not limit the launch of devices. At least, what we see is not compromise, but constantly exploring new solutions.
Post is not bad, thanks for sharing.