💡 THE END TO DETAILED TARGETING

GM 💡 This is Lead Memo, dropping recent Meta updates to your inbox!

IN TODAY’S MEMO:

• ACTION PLAN: The End To Detail Targeting

• Ad Platform Stock Performance 📈

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ACTION PLAN
THE END TO DETAILED TARGETING: What Meta’s New Rules Mean for Your Lead Gen Success

Unlock Meta’s Secret: How New Audience Targeting Changes Can Supercharge Your Ads

Finding the right audience for your business is key to running successful lead-generation campaigns on Meta’s ad platform. With Meta's recent changes to audience targeting, it’s become a bit trickier to manage targeting manually. But these changes also highlight the platform's growing reliance on machine learning to optimize results. If you understand how to adapt, you can actually improve your campaign performance while letting Meta’s algorithm do much of the heavy lifting.

Understanding Meta’s Audience Targeting Changes (The End To Detail Targeting)

On July 29, 2024, Meta introduced a significant shift by removing the ability to use detailed targeting exclusions. This tool was previously used to exclude specific audience segments, helping advertisers refine who saw their ads. However, Meta believes that its algorithm performs better without these exclusions.

In fact, Meta’s data shows that campaigns without detailed targeting exclusions had a 22.6% lower median cost per conversion compared to those that used them. So, while it might seem like you’re losing control over who sees your ads, these changes are meant to improve performance by leveraging machine learning to do the work for you.

Starting from July 29, you can no longer use detailed targeting exclusions in new ad sets, and existing campaigns using these exclusions will stop delivering after January 31, 2025. Meta does provide alternative exclusion options, like custom audience exclusions, but the core message is clear: trust the system.

How to Adapt: 4 Key Takeaways

1. Let the algorithm do its job 

Meta’s algorithm is smarter than ever before. Instead of trying to narrow your audience with manual exclusions, start broad and let Meta refine your audience as your campaign gathers more data. Trust the machine learning capabilities to find the right people for your business.

2. Meta knows how to find the right people for you 

The recent changes indicate that Meta’s algorithm is built to identify and target the people most likely to convert based on campaign objectives. Overly restrictive exclusions can actually harm performance, as Meta’s system needs flexibility to identify potential customers. Meta’s machine learning processes millions of data points—far more than we could manually account for.

3. Feed the machine what is working (and what isn’t) 

While the algorithm can do the heavy lifting, your role is to provide the right inputs. Constantly review your campaign metrics to identify what works best, whether it’s specific messaging, creative assets, or audience behavior. The more data you give the algorithm to work with, the better it will perform over time.

4. Create content and copy around WHO you are trying to reach 

With manual exclusions gone, it’s now more important than ever to craft your messaging around your ideal audience. The algorithm will use your content and copy to find the right people, so make sure your ads clearly speak to your audience’s needs, desires, and pain points. Whether you’re targeting fitness enthusiasts, business owners, or parents, your message needs to be tailored accordingly.

My final thoughts: Trust the Algorithm, Optimize the Content

Meta’s recent changes may feel like a loss of control for advertisers used to manual targeting, but the platform is built to enhance campaign performance through automation. By trusting the algorithm, creating relevant content, and optimizing based on real-time data, you can still find the right audience and lower your cost per conversion.

Focus on creating ads that resonate with your ideal customer, and let Meta’s system do the rest. With these adjustments, you’ll be better positioned to thrive in Meta’s evolving ad ecosystem.