Most targeting inputs are audience suggestions by default now. And if you use detailed targeting or lookalike audiences, they are only suggestions for the most common performance goals.
But whether Meta actually wants us to provide suggestions isn’t clear. Based on recent changes, you have to wonder.
The Signs
At some point, Meta removed language indicating audience suggestions are prioritized before going more broadly.
Previously, Meta said this:
“If you share an audience suggestion, we’ll prioritize audiences matching this profile before searching more widely.”
But now the language about how suggestions are used is much less committal.
“We’ll also reach people beyond any custom audience, age, gender and detailed targeting settings you apply when it’s likely to improve performance.”
That doesn’t sound like it’ll be prioritized. And Meta recently removed the button to provide suggestions, which draws less attention to that option.
No Clear Stand
Does Meta recommend providing a suggestion now?
I can’t find anything in documentation that it’s what Meta wants. And if suggestions were helpful, you’d think Meta would say that and provide a better way to prove it.
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