What is audience fragmentation?
Fragmentation occurs when there are ad sets with similar objectives and creatives but different audiences. Fragmenting your objective across audiences in this way means your ad sets may take longer to exit the learning phase and you may spend more budget before performance has optimized.
Imagine you have 2 ad sets with similar creatives but different audiences (one is targeting men, the other women). The learning system needs to find people to target across both of these audience groups. But if the ad creative you’ve designed doesn’t resonate well with men, for example, the learning system has to work harder to find an audience to optimize delivery. This takes time and uses up budget.
By selecting “All” as the gender for a single ad set, instead of 2 ad sets with distinct genders, the system would learn that the ad resonates with women. This would mean the ad would be shown more to women, giving you more results for your budget.
What will combining ad sets do?
Combining similar ad sets into a single ad set helps our delivery system find more opportunities for your budget.
Ads, audiences and budgets from those ad sets are grouped together which can help make delivery optimization more efficient.
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