Let’s dive in a little so we can answer questions like what audience overlap is, how to know if it is even happening in your account, and how to fix it.
Definition of audience overlap
Audience overlap happens when people in one audience also exists in a completely different audience. For example, think about having an audience of lookalikes at 1% and 2%. The people in 1% lookalike audience could and likely do also exist in 2% audience. Another example would be if if you have an audience of website visitors and an audience of add to carts. You are of course, fully aware that people in your add to cart audience also exist in your audience of website visitors.
People exist in two different audiences….and?
How audience overlap can not be a good thing?
The negative perspective to audience overlap is paying for the same users twice and ad fatigue. If you are showing ads to that 1% lookalike and that 2% lookalike on two separate ad sets, then people in your 1% lookalike may be seeing your ads twice. This can be problem if you are trying to reach the highest number of people possible given your current budget.
Overlap can also produce ad fatigue. Why? Well, if the same users keep seeing your ad over and over and over again they can start to ignore you or they become “blind” to it. To summarise, they become unresponsive to it. And that is the worst thing can happen.
Ad fatigue may annoy users so the result can be – first, they can end up hiding your ad or even worse, they can leaving negative comments.
So, because of audience overlap we are achieving less results for reach, conversions, link clicks, … so, we may end up unable to spend our entire budgets.
How to determine audience overlap?
Fortunately, it. Is very easy! FB offers this great tool. You can find it within the Audiences section of Facebook Business manager.
Go to the Audiences section of your Facebook Ads Manager. Select all the audiences you want to compare for overlap, go to the drop-down menu under Actions, and select Show Audience Overlap. Voila!
From here you will see a pop-up window listing all the audiences you have selected and some other metrics.
This view is comparing the top audience with the bottom audiences. Each audience shows the number of people that exist in both audiences.
It will also show the % overlap each audience has with the one at the top.
How to bypass Audience Overlap?
You must pay attention on how did you set up your ad sets. You must exactly know what audiences you are targeting and what audiences you are excluding. For example, if you want to show ads to to both audiences, Customer List Lookalike and Add To Cart Lookalike at the same time you need to exclude them from each other. This will prevent you to pay for users twice and will help prevent ad fatigue also.
Audience overlap occurs if you do not pay attention and you do not think about how to proper set up audiences and ad sets.
This can harm your expected results. It is really simple to spot overlap and fix using the steps mentioned.
Happy non audience overlaping! :)