Even with the world’s most restrictive privacy settings, Facebook will always be able to see what content you engage with, where you’ve spent your money, how long you spend on sites after clicking on links from the platform, and what type of content you want to see, and where, and when you want to see it.
Understanding that every piece of content collates its own data and creates its own audience, is fundamental to understanding how to maximize success. Gone are the days of needing to use targeting audiences or manage customer journeys through a funnel! Not only are these methods less stable, but they also lack the ability to scale and create the issue of rising costs over time which makes Facebook ads unsustainable.
The reason that audiences & ads fatigue is because the cross-section between the audience the ad appeals to & the highly restrictive exclusions that we’ve placed on where it can go, ultimately runs dry.
The more often you force ads to be shown to people who do not have a good Estimated Action Rate for that post ID, the higher your costs get & the more unstable your results become. When you use broad targeting and allow the ads to leverage their own audiences & let the machine learning curate the customer journey funnel, we eliminate this legacy￼liability.
Ultimately, instability and ad fatigue are the result of mismanagement and are 100% avoidable.