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href="/blog/category/marketing/social-media/">Social Media</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-igXgud gTkbmE">Facebook Audience Overlap Explained + Ways to Avoid It</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-cjrPHo bUPyoU"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/adomas-sulcas/">Adomas Šulcas</a></p><span data-test="date">Oct 05, 2023</span><span data-test="time-to-read">13 min read</span></span></div><div class="sc-gKclnd jomabB sc-bGaVxB jbBJYk"><img src="https://static.semrush.com/blog/uploads/media/0c/3c/0c3cd29b039b20233a2e2b4c7f5159b2/marketing-insights-using-audience-overlap.svg" alt="How To Find Marketing Insights Using Audience Overlap" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-hGnimi kZkDvG"><div class="sc-iukxot 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srcSet="https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/1P56DJYam8vbkV6_6wJIOqvg0YkrgN88bIOo0oN10SfZfRgYdBUjH1-xNlNU9O8m35XSLOjRubTv8dHULgSFkFI2ksjrWfKu3NW-GPVr9RABM6KR954Wmqb8-XCiKID1A_kUuGqzl3wnBaR8lJYP-zQ.webp" type="image/webp"/><img alt="Facebook Audience Overlap visual" data-original="https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/original.png" height="800" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/1P56DJYam8vbkV6_6wJIOqvg0YkrgN88bIOo0oN10SfZfRgYdBUjH1-xNlNU9O8m35XSLOjRubTv8dHULgSFkFI2ksjrWfKu3NW-GPVr9RABM6KR954Wmqb8-XCiKID1A_kUuGqzl3wnBaR8lJYP-zQ.png" width="1010"/></picture></figure><p>Facebook uses a behind-the-scenes auction to determine which ad to show every time there’s an opportunity. That means only one of your ads will get shown when there are two competing for the same audience.</p><p>Having only one ad show consistently will mean the other one may have reduced performance and be using the assigned budget inefficiently.</p><h2 id="the-importance-of-avoiding-facebook-audience-overlap">The Importance of Avoiding Facebook Audience Overlap</h2><p>Steering clear of audience overlap means you don’t waste time and effort creating ads that are never shown, that never have a chance to perform well, and fail to use your assigned budget effectively.</p><p>Creating an ad that’s never shown can be frustrating. And it can also lead to misunderstandings about performance.</p><p>Why?</p><p>Because Facebook uses a “learning phase” for each new ad (or a heavily edited existing one) that involves various tests to ensure the best possible performance. </p><p>You can tell when an ad is in this phase by checking the “Delivery” column inside Meta Ads Manager:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/zt8K_2nhcTryyK6dyFct9g7oWEs3HVqAi1rRaF3L4PHyrQHgydAZxfMN3vqSFAZO3Qna5__7yuedmEVqEgGNGlkasb3BPRCXoj9mnGuZRpVfQAHOjZlCXyOc87PKmvRPysvqfeZ5Mz5PwLdW7LcFs0I.webp" type="image/webp"/><img alt="“Delivery” column inside Meta Ads Manager" data-original="https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/original.png" height="517" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/zt8K_2nhcTryyK6dyFct9g7oWEs3HVqAi1rRaF3L4PHyrQHgydAZxfMN3vqSFAZO3Qna5__7yuedmEVqEgGNGlkasb3BPRCXoj9mnGuZRpVfQAHOjZlCXyOc87PKmvRPysvqfeZ5Mz5PwLdW7LcFs0I.png" width="1010"/></picture></figure><p>Because the platform is still experimenting, the ad’s performance is worse than average and the cost per action (CPA) is higher.</p><p>Usually, the learning phase concludes after the ad is shown to enough people for the performance to stabilize. But if the ad is shown infrequently or not at all, it enters the “learning limited” phase, indicating that the delivery system can’t optimize performance.</p><p>Plus, your budget might never get fully used.</p><p>And the overall return on investment (ROI) could be significantly worse. Because ads with overlapping audiences can spend more time in the higher-cost learning phase. </p><p>That means each dollar invested in a set or campaign with audience overlap is worth less than each dollar invested in a set or campaign without overlap.</p><h2 id="factors-contributing-to-facebook-audience-overlap">Factors Contributing to Facebook Audience Overlap</h2><p>Some audience overlap is inevitable. Because there are a limited number of potential customers for all businesses and some campaigns will target the same people. </p><p>So, you’ll have to evaluate campaigns on a case-by-case basis to ensure it doesn’t become problematic.</p><p><em><strong>Tip</strong>: A good starting point is to evaluate the number of actions your ad receives against the size of the audience. Use previously successful campaigns as a benchmark to see if the ad is getting enough actions.</em></p><p>Here are the factors that contribute to too much overlap that you’ll want to keep an eye on:</p><h3 id="inadequate-audience-research">Inadequate Audience Research</h3><p>Poor audience research can lead to many bad outcomes, but many of them stem from the audience being too wide. Several ad sets with overly broad audiences may lead to overlap.</p><p>For example, you may be selling a supplement intended for gaming enthusiasts. </p><p>But targeting people with the interest of “gaming” won’t be enough. Because not all gamers are interested in supplements. </p><p>You may need to add demographic data (such as age and gender) and psychographic data (such as interests and opinions) to target your true audience effectively.</p><p>You can use Semrush’s <a href="https://www.semrush.com/market-explorer/">Market Explorer</a> to research your target audience.</p><p>Go to the tool, click on “<strong>Analyze Category</strong>,” and select your category from the “Business Category” drop-down menu. We’ll be choosing “Computer & Video Games”.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/t4U4x5l2foYKdOm6ro0_AuTIspQFYnqtOmyW6adKZXyDOCFv7ACuEuL3WBa7TBefjDauimfzBJB0PHgpxpEh3IHU-sw1bHb50S_RRdkgA3wS5dnIPqYQzcXo8tvw_KRSaAg1SyjhsmPtMciN_B7Y00A.webp" type="image/webp"/><img alt="Market Explorer landing page" data-original="https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/original.png" height="708" loading="lazy" src="https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/t4U4x5l2foYKdOm6ro0_AuTIspQFYnqtOmyW6adKZXyDOCFv7ACuEuL3WBa7TBefjDauimfzBJB0PHgpxpEh3IHU-sw1bHb50S_RRdkgA3wS5dnIPqYQzcXo8tvw_KRSaAg1SyjhsmPtMciN_B7Y00A.png" width="1010"/></picture></figure><p>Then, click on “<strong>Research a market</strong>.” And you’ll be taken to the “Overview” report. Which will give you a high-level representation of the market. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/zIj1bKKC7LxtcwHJfhUyt5vKcizzJWD-3NT4YhgjA2UiAUJcomCPdsSzXirjoqjfzocPKvxSKAhxMNO09SmpxfsWWjW8eMtBIWtVaeqiZ0a5yZkJmTDyaVtRdZEOndZIJqm4dRsbo8Lcja_frxI7Us4.webp" type="image/webp"/><img alt="Market Explorer "Overview" report" data-original="https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/original.png" height="446" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/zIj1bKKC7LxtcwHJfhUyt5vKcizzJWD-3NT4YhgjA2UiAUJcomCPdsSzXirjoqjfzocPKvxSKAhxMNO09SmpxfsWWjW8eMtBIWtVaeqiZ0a5yZkJmTDyaVtRdZEOndZIJqm4dRsbo8Lcja_frxI7Us4.png" width="1010"/></picture></figure><p>Click on the “<strong>Audience</strong>” tab to get a more detailed demographic and interest data.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/g48oZzOsiP8_OgwwoVva5t8mcvAFvfN3i3k90t7Lu90X9ZQf4DRcFChWjba1kvEX6rBSJoPWKf-Njp6FasAX7hkn6OoWc_NgSIm-9rUJNjaEdNNAa4jc8Ruz2VQ-bEWtX0mOcK1UX3wUYfJv4yl3plY.webp" type="image/webp"/><img alt="Market Explorer "Audience" tab" data-original="https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/g48oZzOsiP8_OgwwoVva5t8mcvAFvfN3i3k90t7Lu90X9ZQf4DRcFChWjba1kvEX6rBSJoPWKf-Njp6FasAX7hkn6OoWc_NgSIm-9rUJNjaEdNNAa4jc8Ruz2VQ-bEWtX0mOcK1UX3wUYfJv4yl3plY.png" width="1010" height="716"/></picture></figure><p>Finally, Facebook provides a dedicated solution to make research easier: lookalike audiences. These require you to have set up a <a href="http://facebook.com/business/help/744354708981227?id=2469097953376494">custom audience</a>. Which can be created based on your website visitors, customer lists, app activity data, or people who’ve engaged with your ads previously.</p><p>Using the custom audience as the source, Meta’s algorithms will look for people with similar demographics, interests, and behaviors to find new potential customers for your business.</p><p>Lookalike audiences are essentially automated audience research.</p><h3 id="poor-audience-segmentation">Poor Audience Segmentation</h3><p>Proper audience segmentation is a balancing act. You don’t want to be so broad that you’re focusing on the wrong people or so narrow that you miss out on opportunities.</p><p>It’s challenging because of how many targeting options there are:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/-UgS_P8bzJR4v_fteGyHvbaR6kcls5i1THxCE77xQg6Q_IwKGu4T4Z9X10vp1vkozmIjXlokMioYEXe6mQxTi2oCQZj-SAl1IbAU2yeqN4Vqofo905X4NzsO1Q94v4HM_Py5rJaAF8QEph35O186bpY.webp" type="image/webp"/><img alt=""Create new audience" page" data-original="https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/original.png" height="1190" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/-UgS_P8bzJR4v_fteGyHvbaR6kcls5i1THxCE77xQg6Q_IwKGu4T4Z9X10vp1vkozmIjXlokMioYEXe6mQxTi2oCQZj-SAl1IbAU2yeqN4Vqofo905X4NzsO1Q94v4HM_Py5rJaAF8QEph35O186bpY.png" width="1010"/></picture></figure><p>Marketers usually make the mistake of using targeting that’s too broad to err on the safe side. </p><p>They might use wide demographic ranges, define interests through far-reaching umbrella terms (e.g., “technology” over “game consoles”), or use all available ad placement options to make sure at least some of them are effective.</p><h3 id="improper-ad-set-configurations">Improper Ad Set Configurations</h3><p>A small budget and improper objectives don’t cause overlap. But they can exacerbate overlap issues. </p><p>Ads with significant overlap will spend more time in the learning phase where bid costs are higher, making budget issues more pronounced. Objectives will also influence learning phase time. And affect how much damage the overlap can cause.</p><p>And having too small of a budget can cause the ad set to have lower overall value due to reduced bid size. Because a lower bid size means winning fewer auctions. Which causes the ad to be shown less frequently.</p><p>Selecting certain objectives (see the list of options below) can also influence the impact an overlap has. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/z81qQ-i8uNt3jZnlabYUUuUem4CCgs2hl38b-F_rfp5Zo2nNM3jNTj0t74BgorVbbKTG4rV_-b-J6XEGUZglyFUkECeKGPt4oycy4VxaGwbNsFdxS0kAokxIhu4x5UjjYB75V3G6LFZl6hlZZvn8QT8.webp" type="image/webp"/><img alt=""Choosing a campaign objective" section" data-original="https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/original.png" height="696" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/z81qQ-i8uNt3jZnlabYUUuUem4CCgs2hl38b-F_rfp5Zo2nNM3jNTj0t74BgorVbbKTG4rV_-b-J6XEGUZglyFUkECeKGPt4oycy4VxaGwbNsFdxS0kAokxIhu4x5UjjYB75V3G6LFZl6hlZZvn8QT8.png" width="660"/></picture></figure><p>For example, an awareness objective will be less affected by overlap because the ad will eventually be shown to some number of people. And seeing the advertisement is the end goal.</p><p>But ads with the lead objective tend to spend longer periods of time in the learning phase since that objective requires people to interact with the ad. And only a small portion of people who’ve seen the ad will interact with it.</p><h2 id="how-to-access-facebook-audience-overlap-insights">How to Access Facebook Audience Overlap Insights</h2><p>Facebook provides an audience overlap analysis tool that makes it easy for marketers to detect whether issues are likely to arise. </p><p>You can find Facebook’s audience overlap tool by following these steps:</p><h3 id="1--go-to-your-audience-page">1. Go to Your Audience Page</h3><p>Go to your <a href="https://adsmanager.facebook.com/adsmanager">Meta Ads Manager page</a>. On the left-hand side of the screen, click on the “<strong>Audiences</strong>” button.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/kg1vCneUWaLGY-Cw96nhkZBUriqmIYmpXxgqFAvozY2tmW3TGBQTBVj3NdmuLrmJoc1fe5wB3rC8kvkRBDREnRxnY2_ZKDdJfAm4P1SGYIqScqJvYkgEng9rn30wDsKwFFZ7Z_0ESmB1kXablykaqe4.webp" type="image/webp"/><img alt="“Audiences” button highlighted in Meta Ads Manager page menu" data-original="https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/kg1vCneUWaLGY-Cw96nhkZBUriqmIYmpXxgqFAvozY2tmW3TGBQTBVj3NdmuLrmJoc1fe5wB3rC8kvkRBDREnRxnY2_ZKDdJfAm4P1SGYIqScqJvYkgEng9rn30wDsKwFFZ7Z_0ESmB1kXablykaqe4.png"/></picture></figure><h3 id="2--select-your-audiences">2. Select Your Audiences</h3><p>You’ll likely see a couple of audiences on the main screen. </p><p>Select the ones you want to check for overlap.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/i_QuIT4xNJiW5Z89HSa66qfu7D6v8EWCyY0tTmU-lLUjPXiaqEcYHF6QJ_ZqoyfPBEo99_-TtELb1LIFKyONs6yOwXmontARXYae7cYplL82lmBSTd_X-1T94vt8YjBLF86b7gNyLv62P4xHyGeT1YI.webp" type="image/webp"/><img alt="Meta Ads Manager audiences" data-original="https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/original.png" height="699" loading="lazy" src="https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/i_QuIT4xNJiW5Z89HSa66qfu7D6v8EWCyY0tTmU-lLUjPXiaqEcYHF6QJ_ZqoyfPBEo99_-TtELb1LIFKyONs6yOwXmontARXYae7cYplL82lmBSTd_X-1T94vt8YjBLF86b7gNyLv62P4xHyGeT1YI.png" width="1010"/></picture></figure><p>Find the ad campaign that you think is underperforming and compare it with others that target audiences with similar demographics, interests, or behaviors. </p><p>You might want to start by comparing two ad sets or campaigns with identical objectives. Because they'll likely have a fair amount of overlap.</p><p><em><strong>Note</strong>: Audience selection order matters. Facebook will match all other audiences against the first one you selected. So, the ratios and percentages will be calculated accordingly.</em></p><h3 id="3--open-the-audience-overlap-tool">3. Open the Audience Overlap Tool</h3><p>Once you’ve selected a few audiences, click on the three dots to the right of the “Delete” button. </p><p>A drop-down menu will open and the “<strong>Show Audience Overlap</strong>” option will become visible.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/A09x7j755RvKd68aHJjGnmci6iJJ81-g_3QHUdJ_ES5Ohy7DaPLgx5bQ6aZjrfM2sMRWgVUvLk2dr0HIFB0Y0rUwk0xFNKb9Vo9auI683GTQ3O-o_BI_KnFgCPwRFKF_uV2MVILJoAJKykN4dJ70YFY.webp" type="image/webp"/><img alt="Drop-down menu with “Show Audience Overlap” option" data-original="https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/A09x7j755RvKd68aHJjGnmci6iJJ81-g_3QHUdJ_ES5Ohy7DaPLgx5bQ6aZjrfM2sMRWgVUvLk2dr0HIFB0Y0rUwk0xFNKb9Vo9auI683GTQ3O-o_BI_KnFgCPwRFKF_uV2MVILJoAJKykN4dJ70YFY.png"/></picture></figure><p>Click on the button to compare the selected audiences and see how much they overlap.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/TFWiJXuiufd5RyjbFL9m_1ZdbuWF1JrOdk3xcY6bQ7xxFcLHV48q53_Nni7cWEp36Qy1sIwvc5kN-On6KvFS9-XexJSh5tK03c-HFTUZA2VJBsuZCDBTEAW_USmp4FQvcHsS-iF4uBo8rdvZDLLBytE.webp" type="image/webp"/><img alt=""Audience Overlap" section" data-original="https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/TFWiJXuiufd5RyjbFL9m_1ZdbuWF1JrOdk3xcY6bQ7xxFcLHV48q53_Nni7cWEp36Qy1sIwvc5kN-On6KvFS9-XexJSh5tK03c-HFTUZA2VJBsuZCDBTEAW_USmp4FQvcHsS-iF4uBo8rdvZDLLBytE.png" width="1010" height="530"/></picture></figure><h2 id="how-to-interpret-audience-overlap-metrics">How to Interpret Audience Overlap Metrics</h2><p>You only need to evaluate two metrics to understand the impact of your overlapping audiences: </p><ul> <li>Audience size</li> <li>Overlap percentage. </li></ul><p><strong>Audience size</strong> is defined as the number of active accounts that fall within your designated ad settings. You can adjust demographics, locations, behavior, interest, and much more to change the size of an audience.</p><p>The <strong>overlap percentage</strong> shows the percentage of accounts that fall under two audiences.</p><p>Don’t get too invested in the numbers. Because these overlap metrics aren’t meaningful by themselves.</p><p>Treat audience overlap as a potential issue when something goes wrong. Not an indicator that something will go wrong. Especially if the overlap is relatively small like in the image below:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/0hRsmHwYSMB8ld97DtJr8WKAe3LEH8VZGfaMkeGNvw01paHcdjIL0S6XTRQjkBmJ9Pnury7VT8KinhgacjXPht-RapR69O1eOJ2ewU7ftkrnkVg24_YKYUMqo6C99YOZQrW8HKUhrzC20CL1tn2E-Po.webp" type="image/webp"/><img alt=""Audience Overlap" section shows 10% overlap" data-original="https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/0hRsmHwYSMB8ld97DtJr8WKAe3LEH8VZGfaMkeGNvw01paHcdjIL0S6XTRQjkBmJ9Pnury7VT8KinhgacjXPht-RapR69O1eOJ2ewU7ftkrnkVg24_YKYUMqo6C99YOZQrW8HKUhrzC20CL1tn2E-Po.png"/></picture></figure><p>For example, let’s say one of your ad sets is having trouble moving out of the learning phase. That’s a good time to investigate audience overlap.</p><p>Finally, there’s a persistent myth that overlapping audiences will cause a group of ads from the same company to compete against each other. Which drives up costs and causes user fatigue.</p><p>That may have been the case many years ago. But Meta has made changes to the behind-the-scenes auction. </p><p>Now, when two or more ads from the same account enter the same auction, Meta chooses a single one to compete against ads from other accounts.</p><h2 id="how-to-avoid-audience-overlap-on-facebook">How to Avoid Audience Overlap on Facebook </h2><p>While overlap by itself might not be a major issue, it’s a good idea to keep these tactics in mind if a problem arises:</p><h3 id="identify-unique-target-audiences">Identify Unique Target Audiences</h3><p>Narrowing down audiences through specific interest, demographic, or behavior targeting reduces the likelihood of overlap. Because as audiences get more specific, they tend to overlap with other audiences less. </p><p>One of the most effective tools to refine your targeting is to use custom audiences. Custom audiences are a targeting option provided by Facebook that allow you to use your own data. Such as website or app activity to create audiences.</p><p>For web activity, you need to first <a href="https://www.facebook.com/business/help/402791146561655?id=1205376682832142">add the Meta Pixel code to your website</a> or application and define standard events (actions that occur on your site). </p><p>You can then go to your Meta Ads Manager and click on “<strong>Audiences</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/WxcxTeMC4rkDbyoYKABiaMQgC1WNpK0wrH_xU02hxgbJOGFaaOHI58IBR1ouznC5xojYjJLLpkRKNhzGneVE44fGHRF4jYFunchdp415C8jVfvQyMy2zY9KwgeOQNx-VBlGxgEnPQ3_uaxFABsnn62Q.webp" type="image/webp"/><img alt="“Audiences” button highlighted in Meta Ads Manager page menu" data-original="https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/WxcxTeMC4rkDbyoYKABiaMQgC1WNpK0wrH_xU02hxgbJOGFaaOHI58IBR1ouznC5xojYjJLLpkRKNhzGneVE44fGHRF4jYFunchdp415C8jVfvQyMy2zY9KwgeOQNx-VBlGxgEnPQ3_uaxFABsnn62Q.png" width="1010" height="790"/></picture></figure><p>Click on “<strong>Create audience</strong>” and select “<strong>Custom Audience</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/4VPPJKbjESdV2pqVsEKW44LPDG-IVwjt2uCqSruYzoV9tfWBS9391xZiWrf3C5KPJRfivxVF5OUWz7O1St3aAQ6nCLhgAKvgvQCSAgaVX6p8qImglEoEgciRTAfFZVDPrMyfy5qY_8lzzbmimTTFVzQ.webp" type="image/webp"/><img alt="“Create audience” drop-down menu with "Custom Audience" selected" data-original="https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/original.png" height="519" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/4VPPJKbjESdV2pqVsEKW44LPDG-IVwjt2uCqSruYzoV9tfWBS9391xZiWrf3C5KPJRfivxVF5OUWz7O1St3aAQ6nCLhgAKvgvQCSAgaVX6p8qImglEoEgciRTAfFZVDPrMyfy5qY_8lzzbmimTTFVzQ.png" width="1010"/></picture></figure><p>Select “<strong>Website</strong>” and click “<strong>Next</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/S7P3i7E1C_Ctk87Tu5kqYvUMVmyAlZwtql-fUp1W7wyExGssVwnKZ7L-pC_k-ehXy8Ff-DS0L4uXeKA0xgiJgSCe8WtP6S1hrECNQYceA190ST7yxi2qb_bkyDITLkMddGbMACFJI7id3kfgE-FjR-U.webp" type="image/webp"/><img alt=""Website" selected under "Your sources" menu" data-original="https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/original.png" height="712" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/S7P3i7E1C_Ctk87Tu5kqYvUMVmyAlZwtql-fUp1W7wyExGssVwnKZ7L-pC_k-ehXy8Ff-DS0L4uXeKA0xgiJgSCe8WtP6S1hrECNQYceA190ST7yxi2qb_bkyDITLkMddGbMACFJI7id3kfgE-FjR-U.png" width="1010"/></picture></figure><p>Pick your source website, select whether you want to import all users, and set up retention and inclusion or exclusion criteria. </p><p>Then, give your audience a name and description, and click “<strong>Create audience</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/nnWZKWg3DDKu0mUv3pN7OpKWa8B_kDBL9Nif8_OCgXkHsehghBMRFl3E0_yn6Q2H3RhJj9maabKJHAIgC-PX6ACLA5KfnYGjtDsOQJEDTFzGxUfX5uf7J20R98W_qVgPF7wdyDx0aV_smqSWYOWzH5w.webp" type="image/webp"/><img alt=""Create a website custom audience" page" data-original="https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/nnWZKWg3DDKu0mUv3pN7OpKWa8B_kDBL9Nif8_OCgXkHsehghBMRFl3E0_yn6Q2H3RhJj9maabKJHAIgC-PX6ACLA5KfnYGjtDsOQJEDTFzGxUfX5uf7J20R98W_qVgPF7wdyDx0aV_smqSWYOWzH5w.png"/></picture></figure><p>Remember that you can also use the lookalike audience option to generate an audience with similar interests to an existing custom audience you have. Which reduces audience overlap between ad sets.</p><p>It’s also important to note that looking into your competitors can be a great way to do audience research. Which you can do using <a href="https://www.semrush.com/analytics/one2target/">One2Target</a>.</p><p>Go to the tool and enter up to five competitors’ domains. And click “<strong>Analyze</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/lZIXEcgb9BzVj27nDNp5pnbg3Oq0RNtJdRMTXoAx-LsRV5fDvHl9ZRYdHrPGHwv8TgF0dC37V7-XkkEDYrYscO4g9PbSwVnFQF2K73rxkL51le5y7am1lrogC8x5K6EOUBbsq3GKcWV0IVk8CINessc.webp" type="image/webp"/><img alt="One2Target search" data-original="https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/lZIXEcgb9BzVj27nDNp5pnbg3Oq0RNtJdRMTXoAx-LsRV5fDvHl9ZRYdHrPGHwv8TgF0dC37V7-XkkEDYrYscO4g9PbSwVnFQF2K73rxkL51le5y7am1lrogC8x5K6EOUBbsq3GKcWV0IVk8CINessc.png"/></picture></figure><p>You’ll then be taken to the “<strong>Demographics</strong>” tab. Where you can see details like the age and country of your competitors’ audiences.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/uR4vR28RG2iykpUBpgze82S88yHeN8RqzsImEHjF9Z7QhzlCy44exUS6Ne3qUTy3EM9A-mB1mLqDxuO_i8Qm8aV9qHdwZfh_L0nXH0JtF2EBmLqYlFwj9sjVmyKt4ajlI2SHYMXbQXvUhT4Tpp2RTyI.webp" type="image/webp"/><img alt="One2Target's "Demographics" tab for patagonia.com" data-original="https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/original.png" height="703" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/uR4vR28RG2iykpUBpgze82S88yHeN8RqzsImEHjF9Z7QhzlCy44exUS6Ne3qUTy3EM9A-mB1mLqDxuO_i8Qm8aV9qHdwZfh_L0nXH0JtF2EBmLqYlFwj9sjVmyKt4ajlI2SHYMXbQXvUhT4Tpp2RTyI.png" width="1010"/></picture></figure><p>While it’s unlikely you completely missed the mark with your previous ad campaigns, looking at this data can be enlightening. And provide you with ideas for new ways to segment your audience.</p><p>Next, click the “<strong>Behavior</strong>” tab. To see information about the interests and activities your competitors’ audiences engage in. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/Qb3FEGwKlDvXJMcjO1aD_XR3Klb6N8wM-3IpB5o45UUp7P30HFBPYC_Pwj6RNuo_Pe_UaKx-3-BvY7q8vP61ASwMs2y6oTjxvS0TVPogbOqvvHPMGc5fpp_gFFjs7C_SUoEhh85C1TDkTmCr1Z9ZGAI.webp" type="image/webp"/><img alt="One2Target's "Behavior" tab for patagonia.com" data-original="https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/Qb3FEGwKlDvXJMcjO1aD_XR3Klb6N8wM-3IpB5o45UUp7P30HFBPYC_Pwj6RNuo_Pe_UaKx-3-BvY7q8vP61ASwMs2y6oTjxvS0TVPogbOqvvHPMGc5fpp_gFFjs7C_SUoEhh85C1TDkTmCr1Z9ZGAI.png" width="1010" height="571"/></picture></figure><h3 id="use-exclusion-targeting">Use Exclusion Targeting</h3><p>You can use the various exclusion options within Facebook ads manager to remove specific parts of audiences when creating a new ad campaign to reduce the likelihood of overlap. </p><p>You can exclude people from previously defined custom audiences (if using the older version of Meta Ads Manager). For Advantage+ users, you can pick from automatically excluding users that may have purchased your product previously or select your own custom audiences.</p><p>Many exclusion targeting options require using custom, lookalike, or previously defined audiences. </p><p>For users with the original audience options, you can use exclusion options by editing an old campaign or when creating a new one.</p><p>In Meta Ads Manager, go to the “<strong>Audience</strong>” section. Find an existing audience, click on “<strong>Edit</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/GydStm6dCUL_tGHskFTcjWiVDRRBtW_G72pzbaJg2I7Aqb25M-63PT7J_do9AtTHxt8AGgzlgMoapTYl1Xy2OLtS2sKam6rNpuDYcNbGwOnckx6H4q1A1dzcVwEsh_wPsVaPzi_VWspwsTsYeYnJK44.webp" type="image/webp"/><img alt="Meta Ads Manager “Audience” section" data-original="https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/original.png" height="723" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/GydStm6dCUL_tGHskFTcjWiVDRRBtW_G72pzbaJg2I7Aqb25M-63PT7J_do9AtTHxt8AGgzlgMoapTYl1Xy2OLtS2sKam6rNpuDYcNbGwOnckx6H4q1A1dzcVwEsh_wPsVaPzi_VWspwsTsYeYnJK44.png" width="1010"/></picture></figure><p>Click on the “<strong>Add exclusions</strong>” or “<strong>Exclude</strong>” button to open a new menu.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/L7dqV6v8stKgSn-SYug_qomaAlrJHU5wHxdQQHrE031HW6v7sPvJCwKeptChQWbqt0zY_mf_Em8iVSHYhngJptQ_a2ueOa2B-uNkyeIiFOqfqoi2IfIkKQi31s9jqxcKBWyzxSOqlFbC2MoJHBNgIm0.webp" type="image/webp"/><img alt="“Add exclusions” button highlighted in "Edit audience" section" data-original="https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/L7dqV6v8stKgSn-SYug_qomaAlrJHU5wHxdQQHrE031HW6v7sPvJCwKeptChQWbqt0zY_mf_Em8iVSHYhngJptQ_a2ueOa2B-uNkyeIiFOqfqoi2IfIkKQi31s9jqxcKBWyzxSOqlFbC2MoJHBNgIm0.png" width="1010" height="392"/></picture></figure><p>Then, select a custom audience to exclude under the “<strong>Exclude</strong> people who are in at least <strong>one</strong> of the following.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/9YFmW_reBIuLw3G5H_vf3dfhbBKBCO5ziBqTzjL1sJbKD09qVubzCA2M3dxCAO6jnKSubXKCKrx3-iKCmJIH1rJHohs7MYNGdsJjMzLz3S3Ujmbqz3JWHK3eQgQDTUegWlOZRCPcUC1b_VBn_nyyFsg.webp" type="image/webp"/><img alt="“Exclude people who are in at least one of the following” button highlighted in "Edit audience" section" data-original="https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/original.png" height="555" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/9YFmW_reBIuLw3G5H_vf3dfhbBKBCO5ziBqTzjL1sJbKD09qVubzCA2M3dxCAO6jnKSubXKCKrx3-iKCmJIH1rJHohs7MYNGdsJjMzLz3S3Ujmbqz3JWHK3eQgQDTUegWlOZRCPcUC1b_VBn_nyyFsg.png" width="1010"/></picture></figure><p>Advantage+ users may be shown a different screen. When creating or editing a campaign, head to the “Audience controls” section, click on “<strong>Show more options</strong>.” </p><p>At the bottom of the section, “Exclude these custom audiences” will become visible.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/VncKimSUkY7I_F0_bEkceEvcwL2YHRoUEbwZLzeRPuoMChU1yj7tewtpIVkIL3TXKbG2iFh6iKPdl_nNEv3j_Qy79OtNf0eizHfTVKEpIgTHnWIB90EkeTOmOPxdxqPPMc4fSdPgBrri9u8_nvLinJQ.webp" type="image/webp"/><img alt="“Exclude these custom audiences” option highlighted" data-original="https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/VncKimSUkY7I_F0_bEkceEvcwL2YHRoUEbwZLzeRPuoMChU1yj7tewtpIVkIL3TXKbG2iFh6iKPdl_nNEv3j_Qy79OtNf0eizHfTVKEpIgTHnWIB90EkeTOmOPxdxqPPMc4fSdPgBrri9u8_nvLinJQ.png"/></picture></figure><p>Which audience should you exclude?</p><p>Depending on your objective, you may want to exclude website visitors (for awareness), previous customers (for leads and sales), or app users (for app promotion).</p><p>You can easily avoid overlap after creating a new ad campaign by checking the overlap with existing campaigns in the audience overlap tool. And excluding the one with the smaller percentage from the one with the higher percentage of overlap.</p><h3 id="experiment-with-the-frequency-cap">Experiment with the Frequency Cap</h3><p>Frequency caps allow you to manually set the number of times an ad is shown to the same person over a specific period of time.</p><p>A lower frequency cap will show your ads less frequently but to a larger number of people. And a higher frequency cap will show your ad more frequently but to a smaller number of people.</p><p>Choose a lower frequency cap if you want to minimize the effect of audience overlap. Because you’ll have more ad auction opportunities overall.</p><p>You can adjust frequency caps for awareness objectives under the “Awareness” section.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/-sKARxy5Of-DgbCsqzanD4UPw-am836rjwSYFaZR5v3XlTa89wYKnxYP7WFT40IDGTuuV8Y6qgHiVDOSn4sElJeT4QMYtN-dQq7uCw5vIa07VcN-yZlPp7xd1b6rgdOrqdhe6Ce57X60RY9C66lZpv8.webp" type="image/webp"/><img alt="“Awareness” section" data-original="https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/-sKARxy5Of-DgbCsqzanD4UPw-am836rjwSYFaZR5v3XlTa89wYKnxYP7WFT40IDGTuuV8Y6qgHiVDOSn4sElJeT4QMYtN-dQq7uCw5vIa07VcN-yZlPp7xd1b6rgdOrqdhe6Ce57X60RY9C66lZpv8.png" width="660" height="359"/></picture></figure><p><em><strong>Note</strong>: Your frequency cap is closely related to audience size and budget. So, changing frequency caps may not influence results if you have a small budget or narrow audiences.</em></p><p>If you can’t find these options, Meta may not have rolled out these features to your account yet.</p><h3 id="leverage-facebook’s-recommendations">Leverage Facebook’s Recommendations</h3><p>You can use the audience overlap tool to do more than track metrics. In fact, Facebook will display a notification if it considers the level of overlap an issue.</p><p>There are two easy solutions to address audience overlap.</p><p>First, Facebook may suggest a set of actions that will reduce audience overlap. </p><p>These tips will differ according to your unique situation. But you may receive a delivery recommendation, which will include a step-by-step guide. </p><p>You can find these delivery recommendations by going to <a href="https://adsmanager.facebook.com/adsmanager">Meta Ads Manager</a> and clicking on “<strong>Account Overview</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/6_j8jdQ0RO92WSWDOkISu57l0L4j_qaWKUs_grkZ74HxSc3yjnKc7WGpFYJTObzENgWn85mkjmXX2J35refrAR4ZoTbNGCSMbxCuMjV4sdZ1xGMqDR88KjY9JkvfnFCVh4P8lfYtB9cjTTgumZLNYHQ.webp" type="image/webp"/><img alt="“Account Overview” button highlighted in Meta Ads Manager menu" data-original="https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/original.png" height="719" loading="lazy" src="https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/6_j8jdQ0RO92WSWDOkISu57l0L4j_qaWKUs_grkZ74HxSc3yjnKc7WGpFYJTObzENgWn85mkjmXX2J35refrAR4ZoTbNGCSMbxCuMjV4sdZ1xGMqDR88KjY9JkvfnFCVh4P8lfYtB9cjTTgumZLNYHQ.png" width="1010"/></picture></figure><p><em><strong>Note</strong>: If no delivery recommendations appear, they might not be available to your account. Or you might not have any ad campaigns that can be optimized.</em></p><p>The other option is to merge or turn off overlapping ad sets. Merging sets might negatively affect long-term performance, so it may be safer to turn off one of the ad sets.</p><h2 id="best-practices-for-efficient-facebook-ad-targeting">Best Practices for Efficient Facebook Ad Targeting</h2><p>Now that you know how to check for audience overlap on Facebook, use the best practices outlined below to reduce the likelihood that audience overlap ever becomes an issue.</p><h3 id="use-different-ad-formats-and-creative-assets-for-different-audiences">Use Different Ad Formats and Creative Assets for Different Audiences</h3><p>Whenever you find a new audience segment to market to, think about creating an ad set dedicated to it to minimize the risk of overlap.</p><p>Using unique ad sets for each segment may not be necessary. But too many marketers fall into the trap of simply replicating an existing one.</p><p>And try performing small tweaks or using different creative assets when marketing to a specific audience segment. Even small changes can make the messaging more attractive to them.</p><p>Additionally, make use of the available ad formats and creative options (e.g., videos) to target specific groups and demographics. Don’t be afraid to experiment with GIFs, videos, and various forms of images.</p><p><em><strong>Tip</strong>: Avoid using stock photos and images. Most people notice that your brand is using these images, making your ads feel cheap or similar to ones they’ve already seen.</em></p><p>These should be matched according to your target group’s needs and demographics. </p><p>For example, millennials and Gen Z might prefer home-quality videos over studio-quality ones, <a href="https://www.facebook.com/business/news/insights/perfection-fatigued-millennials-gen-z-want-human-video">according to Facebook’s own research</a>.</p><p>The same research suggests that using real people in your creative may also give a boost to ad performance.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/BNJlqOQnvPXqhs40hCwb6C9lAPq3KLUXAa8nwVjb7oEgbExiZh5pSr_ZsHan5JUFPFDURBkr6LKGerYAf5g2Tr9QOK24h4uVu-IT0vQsUMCnM_kBv6pR9L0dUBMp6FldF_UdFijENw4D08KjeLktKqs.webp" type="image/webp"/><img alt="Fabletics Men's Facebook ad" data-original="https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/original.png" height="1338" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/BNJlqOQnvPXqhs40hCwb6C9lAPq3KLUXAa8nwVjb7oEgbExiZh5pSr_ZsHan5JUFPFDURBkr6LKGerYAf5g2Tr9QOK24h4uVu-IT0vQsUMCnM_kBv6pR9L0dUBMp6FldF_UdFijENw4D08KjeLktKqs.png" width="1010"/></picture></figure><h3 id="monitor-ad-performance-and-adjust-according-to-data">Monitor Ad Performance and Adjust According to Data</h3><p>Remember to take into account your <a href="https://www.semrush.com/blog/tracking-social-media-kpis/">social media key performance indicators</a> (KPIs). And make changes depending on the results. </p><p>Commonly tracked KPIs for Facebook ads include return on ad spend (ROAS), impressions, total cost, and conversion rate. </p><p>When overlap is becoming a problem, ROAS and impressions will likely decrease.</p><p>One of the best ways to analyze currently running ad campaigns is to have a benchmark based on a few of your previous campaigns. While no two campaigns will ever be the same, a benchmark will give you a measuring stick.</p><p>If a new campaign falls below the benchmark for an extended period of time, it’s time to look at the data and make adjustments such as changing audience targeting, creative, or budget.</p><h3 id="test-and-iterate-your-campaigns">Test and Iterate Your Campaigns</h3><p>Make use of the dynamic creative options in the ad campaign section. </p><p>Using these options allows you to provide Facebook with up to 10 creative options and up to five headlines and body text variations for each ad set. </p><p>They will then alternate and be tested out in practice by Facebook.</p><p><em><strong>Pro tip</strong>: Don’t use the max of 10 images/videos for each test campaign. Each option added leeches budget from all other options. If you add more than three options, be prepared to raise your budget to get enough data to get accurate insights into which options are performing best.</em></p><p>After the ad sets have run for some time, you’ll be able to check the performance of all of the versions within your “Campaigns” dashboard. </p><p>Simply, select the “<strong>Breakdown</strong>” drop-down and choose “<strong>By Dynamic Creative Element</strong>.” Then, choose which element you want to focus on (like the image/video or headline).</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/06jNZZ_70o1JIhCUfdwagZEolTOf2yn_uLNLwJ6EuNvjc_X4mJzm8wRbz4RdJ31S4yMxEI4V9qdywdhJbeoxu0FMh_GxBqCU8k9Hao4bSARjzwJ1u8qvKrFh_pZDx2uGYvgVaaUTsu07t4iG3LWfWxA.webp" type="image/webp"/><img alt="“Breakdown” drop-down menu in "Campaigns" dashboard" data-original="https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/06jNZZ_70o1JIhCUfdwagZEolTOf2yn_uLNLwJ6EuNvjc_X4mJzm8wRbz4RdJ31S4yMxEI4V9qdywdhJbeoxu0FMh_GxBqCU8k9Hao4bSARjzwJ1u8qvKrFh_pZDx2uGYvgVaaUTsu07t4iG3LWfWxA.png" width="660" height="237"/></picture></figure><p class="note">Image Source: <a href="https://www.jonloomer.com/facebook-ads-breakdown/">Jon Loomer</a></p><p>You’ll notice trends on what works best for your audiences. Like whether you should use long or short headlines, include people in images, etc. </p><p>Use these insights to make future campaigns more effective.</p><h2 id="take-control-of-your-facebook-advertising-success">Take Control of Your Facebook Advertising Success</h2><p>Knowing how to see audience overlap for Facebook ads is just a small part of improving your overall Facebook advertising effort.</p><p>So, it’s time to go beyond looking at one issue. </p><p>And you’ll need more data and precise tools to achieve great results. </p><p>Get started by trying out One2Target.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-jWaEpP kRFVKv"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" 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Ways to Avoid It","preview":"Learn about the pitfalls of Facebook audience overlap and find out how to safeguard your marketing efforts.","previewImage":"https://static.semrush.com/blog/uploads/media/0c/3c/0c3cd29b039b20233a2e2b4c7f5159b2/marketing-insights-using-audience-overlap.svg","socialImage":"https://static.semrush.com/blog/uploads/media/06/e9/06e94f750dc7479ef6385a2bbac8c88c/2d2fa945d12b38f06e168e79f77bf41d/marketing-insights-using-audience-overlap-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/0c/3c/0c3cd29b039b20233a2e2b4c7f5159b2/extra.png","altPreviewImage":"How To Find Marketing Insights Using Audience Overlap","altSocialImage":"Facebook Audience Overlap","hidePreviewImage":0,"publishedAt":1696499340000,"editedAt":null,"metaTitle":"Facebook Audience Overlap Explained + Ways to Avoid It","metaDescription":"Learn about the pitfalls of Facebook audience overlap and find out how to safeguard your marketing efforts.","schemaOrg":"{}","author":{"id":207119457,"alias":"adomas-sulcas","name":"Adomas Šulcas","photo":"https://static.semrush.com/blog/uploads/user/7b/18/7b186e730d528e50778c596a4b928b59/0128938d715122513b3c9469b1538b3b.jpeg","photoMask":"star","company":"Growth Bite","position":"Cofounder","bio":"Adomas is a highly experienced and prolific content writer with over 5 years of experience across various industries, covering a wide array of subjects, focusing mostly on SEO and other marketing-related topics.","socials":{"webSite":"","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/adomas-sulcas/"},"isPublic":true,"expertise":[],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":33542,"enabled":false,"value":[]}},"critical":{"article-content":{"id":33542,"content":"\u003ch2\u003eWhat Is Facebook Audience Overlap?\u003c/h2\u003e\u003cp\u003eFacebook audience overlap is when two or more ads from a company’s campaign target the same person (or people) on the social media platform. \u003c/p\u003e\u003cp\u003eAs an extreme example, imagine two ad sets where one targets people interested in marketing tools and the other targets people interested in SEO tools. \u003c/p\u003e\u003cp\u003eMost of the people in the second audience (the SEO tools one) will also be in the first audience (the general marketing tools one).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/1P56DJYam8vbkV6_6wJIOqvg0YkrgN88bIOo0oN10SfZfRgYdBUjH1-xNlNU9O8m35XSLOjRubTv8dHULgSFkFI2ksjrWfKu3NW-GPVr9RABM6KR954Wmqb8-XCiKID1A_kUuGqzl3wnBaR8lJYP-zQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Facebook Audience Overlap visual\" data-original=\"https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/original.png\" height=\"800\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fd/df/fddf9585a8a859b4d997c9671bff1f2c/1P56DJYam8vbkV6_6wJIOqvg0YkrgN88bIOo0oN10SfZfRgYdBUjH1-xNlNU9O8m35XSLOjRubTv8dHULgSFkFI2ksjrWfKu3NW-GPVr9RABM6KR954Wmqb8-XCiKID1A_kUuGqzl3wnBaR8lJYP-zQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFacebook uses a behind-the-scenes auction to determine which ad to show every time there’s an opportunity. That means only one of your ads will get shown when there are two competing for the same audience.\u003c/p\u003e\u003cp\u003eHaving only one ad show consistently will mean the other one may have reduced performance and be using the assigned budget inefficiently.\u003c/p\u003e\u003ch2\u003eThe Importance of Avoiding Facebook Audience Overlap\u003c/h2\u003e\u003cp\u003eSteering clear of audience overlap means you don’t waste time and effort creating ads that are never shown, that never have a chance to perform well, and fail to use your assigned budget effectively.\u003c/p\u003e\u003cp\u003eCreating an ad that’s never shown can be frustrating. And it can also lead to misunderstandings about performance.\u003c/p\u003e\u003cp\u003eWhy?\u003c/p\u003e\u003cp\u003eBecause Facebook uses a “learning phase” for each new ad (or a heavily edited existing one) that involves various tests to ensure the best possible performance. \u003c/p\u003e\u003cp\u003eYou can tell when an ad is in this phase by checking the “Delivery” column inside Meta Ads Manager:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/zt8K_2nhcTryyK6dyFct9g7oWEs3HVqAi1rRaF3L4PHyrQHgydAZxfMN3vqSFAZO3Qna5__7yuedmEVqEgGNGlkasb3BPRCXoj9mnGuZRpVfQAHOjZlCXyOc87PKmvRPysvqfeZ5Mz5PwLdW7LcFs0I.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Delivery” column inside Meta Ads Manager\" data-original=\"https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/original.png\" height=\"517\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4c/c2/4cc27072b3d0cd98cc3322aa744858c2/zt8K_2nhcTryyK6dyFct9g7oWEs3HVqAi1rRaF3L4PHyrQHgydAZxfMN3vqSFAZO3Qna5__7yuedmEVqEgGNGlkasb3BPRCXoj9mnGuZRpVfQAHOjZlCXyOc87PKmvRPysvqfeZ5Mz5PwLdW7LcFs0I.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBecause the platform is still experimenting, the ad’s performance is worse than average and the cost per action (CPA) is higher.\u003c/p\u003e\u003cp\u003eUsually, the learning phase concludes after the ad is shown to enough people for the performance to stabilize. But if the ad is shown infrequently or not at all, it enters the “learning limited” phase, indicating that the delivery system can’t optimize performance.\u003c/p\u003e\u003cp\u003ePlus, your budget might never get fully used.\u003c/p\u003e\u003cp\u003eAnd the overall return on investment (ROI) could be significantly worse. Because ads with overlapping audiences can spend more time in the higher-cost learning phase. \u003c/p\u003e\u003cp\u003eThat means each dollar invested in a set or campaign with audience overlap is worth less than each dollar invested in a set or campaign without overlap.\u003c/p\u003e\u003ch2\u003eFactors Contributing to Facebook Audience Overlap\u003c/h2\u003e\u003cp\u003eSome audience overlap is inevitable. Because there are a limited number of potential customers for all businesses and some campaigns will target the same people. \u003c/p\u003e\u003cp\u003eSo, you’ll have to evaluate campaigns on a case-by-case basis to ensure it doesn’t become problematic.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e: A good starting point is to evaluate the number of actions your ad receives against the size of the audience. Use previously successful campaigns as a benchmark to see if the ad is getting enough actions.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eHere are the factors that contribute to too much overlap that you’ll want to keep an eye on:\u003c/p\u003e\u003ch3\u003eInadequate Audience Research\u003c/h3\u003e\u003cp\u003ePoor audience research can lead to many bad outcomes, but many of them stem from the audience being too wide. Several ad sets with overly broad audiences may lead to overlap.\u003c/p\u003e\u003cp\u003eFor example, you may be selling a supplement intended for gaming enthusiasts. \u003c/p\u003e\u003cp\u003eBut targeting people with the interest of “gaming” won’t be enough. Because not all gamers are interested in supplements. \u003c/p\u003e\u003cp\u003eYou may need to add demographic data (such as age and gender) and psychographic data (such as interests and opinions) to target your true audience effectively.\u003c/p\u003e\u003cp\u003eYou can use Semrush’s \u003ca href=\"https://www.semrush.com/market-explorer/\"\u003eMarket Explorer\u003c/a\u003e to research your target audience.\u003c/p\u003e\u003cp\u003eGo to the tool, click on “\u003cstrong\u003eAnalyze Category\u003c/strong\u003e,” and select your category from the “Business Category” drop-down menu. We’ll be choosing “Computer \u0026amp; Video Games”.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/t4U4x5l2foYKdOm6ro0_AuTIspQFYnqtOmyW6adKZXyDOCFv7ACuEuL3WBa7TBefjDauimfzBJB0PHgpxpEh3IHU-sw1bHb50S_RRdkgA3wS5dnIPqYQzcXo8tvw_KRSaAg1SyjhsmPtMciN_B7Y00A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Market Explorer landing page\" data-original=\"https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/original.png\" height=\"708\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/97/7e/977e24974a96dc00a5d120e3dd19a034/t4U4x5l2foYKdOm6ro0_AuTIspQFYnqtOmyW6adKZXyDOCFv7ACuEuL3WBa7TBefjDauimfzBJB0PHgpxpEh3IHU-sw1bHb50S_RRdkgA3wS5dnIPqYQzcXo8tvw_KRSaAg1SyjhsmPtMciN_B7Y00A.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, click on “\u003cstrong\u003eResearch a market\u003c/strong\u003e.” And you’ll be taken to the “Overview” report. Which will give you a high-level representation of the market. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/zIj1bKKC7LxtcwHJfhUyt5vKcizzJWD-3NT4YhgjA2UiAUJcomCPdsSzXirjoqjfzocPKvxSKAhxMNO09SmpxfsWWjW8eMtBIWtVaeqiZ0a5yZkJmTDyaVtRdZEOndZIJqm4dRsbo8Lcja_frxI7Us4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Market Explorer \"Overview\" report' data-original=\"https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/original.png\" height=\"446\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5d/72/5d726c3f3e8556d24667e8b187922f24/zIj1bKKC7LxtcwHJfhUyt5vKcizzJWD-3NT4YhgjA2UiAUJcomCPdsSzXirjoqjfzocPKvxSKAhxMNO09SmpxfsWWjW8eMtBIWtVaeqiZ0a5yZkJmTDyaVtRdZEOndZIJqm4dRsbo8Lcja_frxI7Us4.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on the “\u003cstrong\u003eAudience\u003c/strong\u003e” tab to get a more detailed demographic and interest data.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/g48oZzOsiP8_OgwwoVva5t8mcvAFvfN3i3k90t7Lu90X9ZQf4DRcFChWjba1kvEX6rBSJoPWKf-Njp6FasAX7hkn6OoWc_NgSIm-9rUJNjaEdNNAa4jc8Ruz2VQ-bEWtX0mOcK1UX3wUYfJv4yl3plY.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Market Explorer \"Audience\" tab' data-original=\"https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bd/1e/bd1e35b5e006d03fc5a6d904744de81a/g48oZzOsiP8_OgwwoVva5t8mcvAFvfN3i3k90t7Lu90X9ZQf4DRcFChWjba1kvEX6rBSJoPWKf-Njp6FasAX7hkn6OoWc_NgSIm-9rUJNjaEdNNAa4jc8Ruz2VQ-bEWtX0mOcK1UX3wUYfJv4yl3plY.png\" width=\"1010\" height=\"716\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFinally, Facebook provides a dedicated solution to make research easier: lookalike audiences. These require you to have set up a \u003ca href=\"http://facebook.com/business/help/744354708981227?id=2469097953376494\"\u003ecustom audience\u003c/a\u003e. Which can be created based on your website visitors, customer lists, app activity data, or people who’ve engaged with your ads previously.\u003c/p\u003e\u003cp\u003eUsing the custom audience as the source, Meta’s algorithms will look for people with similar demographics, interests, and behaviors to find new potential customers for your business.\u003c/p\u003e\u003cp\u003eLookalike audiences are essentially automated audience research.\u003c/p\u003e\u003ch3\u003ePoor Audience Segmentation\u003c/h3\u003e\u003cp\u003eProper audience segmentation is a balancing act. You don’t want to be so broad that you’re focusing on the wrong people or so narrow that you miss out on opportunities.\u003c/p\u003e\u003cp\u003eIt’s challenging because of how many targeting options there are:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/-UgS_P8bzJR4v_fteGyHvbaR6kcls5i1THxCE77xQg6Q_IwKGu4T4Z9X10vp1vkozmIjXlokMioYEXe6mQxTi2oCQZj-SAl1IbAU2yeqN4Vqofo905X4NzsO1Q94v4HM_Py5rJaAF8QEph35O186bpY.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Create new audience\" page' data-original=\"https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/original.png\" height=\"1190\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a6/45/a645be1ef334587187cfd9cce7f9ac88/-UgS_P8bzJR4v_fteGyHvbaR6kcls5i1THxCE77xQg6Q_IwKGu4T4Z9X10vp1vkozmIjXlokMioYEXe6mQxTi2oCQZj-SAl1IbAU2yeqN4Vqofo905X4NzsO1Q94v4HM_Py5rJaAF8QEph35O186bpY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMarketers usually make the mistake of using targeting that’s too broad to err on the safe side. \u003c/p\u003e\u003cp\u003eThey might use wide demographic ranges, define interests through far-reaching umbrella terms (e.g., “technology” over “game consoles”), or use all available ad placement options to make sure at least some of them are effective.\u003c/p\u003e\u003ch3\u003eImproper Ad Set Configurations\u003c/h3\u003e\u003cp\u003eA small budget and improper objectives don’t cause overlap. But they can exacerbate overlap issues. \u003c/p\u003e\u003cp\u003eAds with significant overlap will spend more time in the learning phase where bid costs are higher, making budget issues more pronounced. Objectives will also influence learning phase time. And affect how much damage the overlap can cause.\u003c/p\u003e\u003cp\u003eAnd having too small of a budget can cause the ad set to have lower overall value due to reduced bid size. Because a lower bid size means winning fewer auctions. Which causes the ad to be shown less frequently.\u003c/p\u003e\u003cp\u003eSelecting certain objectives (see the list of options below) can also influence the impact an overlap has. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/z81qQ-i8uNt3jZnlabYUUuUem4CCgs2hl38b-F_rfp5Zo2nNM3jNTj0t74BgorVbbKTG4rV_-b-J6XEGUZglyFUkECeKGPt4oycy4VxaGwbNsFdxS0kAokxIhu4x5UjjYB75V3G6LFZl6hlZZvn8QT8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Choosing a campaign objective\" section' data-original=\"https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/original.png\" height=\"696\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e5/5c/e55c58372bfe8c6396d3af3177342f50/z81qQ-i8uNt3jZnlabYUUuUem4CCgs2hl38b-F_rfp5Zo2nNM3jNTj0t74BgorVbbKTG4rV_-b-J6XEGUZglyFUkECeKGPt4oycy4VxaGwbNsFdxS0kAokxIhu4x5UjjYB75V3G6LFZl6hlZZvn8QT8.png\" width=\"660\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFor example, an awareness objective will be less affected by overlap because the ad will eventually be shown to some number of people. And seeing the advertisement is the end goal.\u003c/p\u003e\u003cp\u003eBut ads with the lead objective tend to spend longer periods of time in the learning phase since that objective requires people to interact with the ad. And only a small portion of people who’ve seen the ad will interact with it.\u003c/p\u003e\u003ch2\u003eHow to Access Facebook Audience Overlap Insights\u003c/h2\u003e\u003cp\u003eFacebook provides an audience overlap analysis tool that makes it easy for marketers to detect whether issues are likely to arise. \u003c/p\u003e\u003cp\u003eYou can find Facebook’s audience overlap tool by following these steps:\u003c/p\u003e\u003ch3\u003e1. Go to Your Audience Page\u003c/h3\u003e\u003cp\u003eGo to your \u003ca href=\"https://adsmanager.facebook.com/adsmanager\"\u003eMeta Ads Manager page\u003c/a\u003e. On the left-hand side of the screen, click on the “\u003cstrong\u003eAudiences\u003c/strong\u003e” button.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/kg1vCneUWaLGY-Cw96nhkZBUriqmIYmpXxgqFAvozY2tmW3TGBQTBVj3NdmuLrmJoc1fe5wB3rC8kvkRBDREnRxnY2_ZKDdJfAm4P1SGYIqScqJvYkgEng9rn30wDsKwFFZ7Z_0ESmB1kXablykaqe4.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Audiences” button highlighted in Meta Ads Manager page menu\" data-original=\"https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d4/cb/d4cb13b78ac89935e75d2c31a3496cd3/kg1vCneUWaLGY-Cw96nhkZBUriqmIYmpXxgqFAvozY2tmW3TGBQTBVj3NdmuLrmJoc1fe5wB3rC8kvkRBDREnRxnY2_ZKDdJfAm4P1SGYIqScqJvYkgEng9rn30wDsKwFFZ7Z_0ESmB1kXablykaqe4.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e2. Select Your Audiences\u003c/h3\u003e\u003cp\u003eYou’ll likely see a couple of audiences on the main screen. \u003c/p\u003e\u003cp\u003eSelect the ones you want to check for overlap.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/i_QuIT4xNJiW5Z89HSa66qfu7D6v8EWCyY0tTmU-lLUjPXiaqEcYHF6QJ_ZqoyfPBEo99_-TtELb1LIFKyONs6yOwXmontARXYae7cYplL82lmBSTd_X-1T94vt8YjBLF86b7gNyLv62P4xHyGeT1YI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Meta Ads Manager audiences\" data-original=\"https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/original.png\" height=\"699\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/30/0f/300fb03bd3593970e85c493f3a4f96de/i_QuIT4xNJiW5Z89HSa66qfu7D6v8EWCyY0tTmU-lLUjPXiaqEcYHF6QJ_ZqoyfPBEo99_-TtELb1LIFKyONs6yOwXmontARXYae7cYplL82lmBSTd_X-1T94vt8YjBLF86b7gNyLv62P4xHyGeT1YI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFind the ad campaign that you think is underperforming and compare it with others that target audiences with similar demographics, interests, or behaviors. \u003c/p\u003e\u003cp\u003eYou might want to start by comparing two ad sets or campaigns with identical objectives. Because they'll likely have a fair amount of overlap.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: Audience selection order matters. Facebook will match all other audiences against the first one you selected. So, the ratios and percentages will be calculated accordingly.\u003c/em\u003e\u003c/p\u003e\u003ch3\u003e3. Open the Audience Overlap Tool\u003c/h3\u003e\u003cp\u003eOnce you’ve selected a few audiences, click on the three dots to the right of the “Delete” button. \u003c/p\u003e\u003cp\u003eA drop-down menu will open and the “\u003cstrong\u003eShow Audience Overlap\u003c/strong\u003e” option will become visible.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/A09x7j755RvKd68aHJjGnmci6iJJ81-g_3QHUdJ_ES5Ohy7DaPLgx5bQ6aZjrfM2sMRWgVUvLk2dr0HIFB0Y0rUwk0xFNKb9Vo9auI683GTQ3O-o_BI_KnFgCPwRFKF_uV2MVILJoAJKykN4dJ70YFY.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Drop-down menu with “Show Audience Overlap” option\" data-original=\"https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/70/fe/70fe0ca9a39f9ac5bb81778ed6142e20/A09x7j755RvKd68aHJjGnmci6iJJ81-g_3QHUdJ_ES5Ohy7DaPLgx5bQ6aZjrfM2sMRWgVUvLk2dr0HIFB0Y0rUwk0xFNKb9Vo9auI683GTQ3O-o_BI_KnFgCPwRFKF_uV2MVILJoAJKykN4dJ70YFY.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on the button to compare the selected audiences and see how much they overlap.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/TFWiJXuiufd5RyjbFL9m_1ZdbuWF1JrOdk3xcY6bQ7xxFcLHV48q53_Nni7cWEp36Qy1sIwvc5kN-On6KvFS9-XexJSh5tK03c-HFTUZA2VJBsuZCDBTEAW_USmp4FQvcHsS-iF4uBo8rdvZDLLBytE.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Audience Overlap\" section' data-original=\"https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3e/bd/3ebdac5b39315a2f17df70246018040d/TFWiJXuiufd5RyjbFL9m_1ZdbuWF1JrOdk3xcY6bQ7xxFcLHV48q53_Nni7cWEp36Qy1sIwvc5kN-On6KvFS9-XexJSh5tK03c-HFTUZA2VJBsuZCDBTEAW_USmp4FQvcHsS-iF4uBo8rdvZDLLBytE.png\" width=\"1010\" height=\"530\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eHow to Interpret Audience Overlap Metrics\u003c/h2\u003e\u003cp\u003eYou only need to evaluate two metrics to understand the impact of your overlapping audiences: \u003c/p\u003e\u003cul\u003e \u003cli\u003eAudience size\u003c/li\u003e \u003cli\u003eOverlap percentage. \u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cstrong\u003eAudience size\u003c/strong\u003e is defined as the number of active accounts that fall within your designated ad settings. You can adjust demographics, locations, behavior, interest, and much more to change the size of an audience.\u003c/p\u003e\u003cp\u003eThe \u003cstrong\u003eoverlap percentage\u003c/strong\u003e shows the percentage of accounts that fall under two audiences.\u003c/p\u003e\u003cp\u003eDon’t get too invested in the numbers. Because these overlap metrics aren’t meaningful by themselves.\u003c/p\u003e\u003cp\u003eTreat audience overlap as a potential issue when something goes wrong. Not an indicator that something will go wrong. Especially if the overlap is relatively small like in the image below:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/0hRsmHwYSMB8ld97DtJr8WKAe3LEH8VZGfaMkeGNvw01paHcdjIL0S6XTRQjkBmJ9Pnury7VT8KinhgacjXPht-RapR69O1eOJ2ewU7ftkrnkVg24_YKYUMqo6C99YOZQrW8HKUhrzC20CL1tn2E-Po.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Audience Overlap\" section shows 10% overlap' data-original=\"https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e5/d5/e5d504db37341e1a23b00cb5e79c9b36/0hRsmHwYSMB8ld97DtJr8WKAe3LEH8VZGfaMkeGNvw01paHcdjIL0S6XTRQjkBmJ9Pnury7VT8KinhgacjXPht-RapR69O1eOJ2ewU7ftkrnkVg24_YKYUMqo6C99YOZQrW8HKUhrzC20CL1tn2E-Po.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFor example, let’s say one of your ad sets is having trouble moving out of the learning phase. That’s a good time to investigate audience overlap.\u003c/p\u003e\u003cp\u003eFinally, there’s a persistent myth that overlapping audiences will cause a group of ads from the same company to compete against each other. Which drives up costs and causes user fatigue.\u003c/p\u003e\u003cp\u003eThat may have been the case many years ago. But Meta has made changes to the behind-the-scenes auction. \u003c/p\u003e\u003cp\u003eNow, when two or more ads from the same account enter the same auction, Meta chooses a single one to compete against ads from other accounts.\u003c/p\u003e\u003ch2\u003eHow to Avoid Audience Overlap on Facebook \u003c/h2\u003e\u003cp\u003eWhile overlap by itself might not be a major issue, it’s a good idea to keep these tactics in mind if a problem arises:\u003c/p\u003e\u003ch3\u003eIdentify Unique Target Audiences\u003c/h3\u003e\u003cp\u003eNarrowing down audiences through specific interest, demographic, or behavior targeting reduces the likelihood of overlap. Because as audiences get more specific, they tend to overlap with other audiences less. \u003c/p\u003e\u003cp\u003eOne of the most effective tools to refine your targeting is to use custom audiences. Custom audiences are a targeting option provided by Facebook that allow you to use your own data. Such as website or app activity to create audiences.\u003c/p\u003e\u003cp\u003eFor web activity, you need to first \u003ca href=\"https://www.facebook.com/business/help/402791146561655?id=1205376682832142\"\u003eadd the Meta Pixel code to your website\u003c/a\u003e or application and define standard events (actions that occur on your site). \u003c/p\u003e\u003cp\u003eYou can then go to your Meta Ads Manager and click on “\u003cstrong\u003eAudiences\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/WxcxTeMC4rkDbyoYKABiaMQgC1WNpK0wrH_xU02hxgbJOGFaaOHI58IBR1ouznC5xojYjJLLpkRKNhzGneVE44fGHRF4jYFunchdp415C8jVfvQyMy2zY9KwgeOQNx-VBlGxgEnPQ3_uaxFABsnn62Q.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Audiences” button highlighted in Meta Ads Manager page menu\" data-original=\"https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/97/3a/973a77a7c3b27f8dfef6451a9a7e5599/WxcxTeMC4rkDbyoYKABiaMQgC1WNpK0wrH_xU02hxgbJOGFaaOHI58IBR1ouznC5xojYjJLLpkRKNhzGneVE44fGHRF4jYFunchdp415C8jVfvQyMy2zY9KwgeOQNx-VBlGxgEnPQ3_uaxFABsnn62Q.png\" width=\"1010\" height=\"790\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on “\u003cstrong\u003eCreate audience\u003c/strong\u003e” and select “\u003cstrong\u003eCustom Audience\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/4VPPJKbjESdV2pqVsEKW44LPDG-IVwjt2uCqSruYzoV9tfWBS9391xZiWrf3C5KPJRfivxVF5OUWz7O1St3aAQ6nCLhgAKvgvQCSAgaVX6p8qImglEoEgciRTAfFZVDPrMyfy5qY_8lzzbmimTTFVzQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Create audience” drop-down menu with \"Custom Audience\" selected' data-original=\"https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/original.png\" height=\"519\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1a/b2/1ab231605e7713fb093b7e248b25f17e/4VPPJKbjESdV2pqVsEKW44LPDG-IVwjt2uCqSruYzoV9tfWBS9391xZiWrf3C5KPJRfivxVF5OUWz7O1St3aAQ6nCLhgAKvgvQCSAgaVX6p8qImglEoEgciRTAfFZVDPrMyfy5qY_8lzzbmimTTFVzQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSelect “\u003cstrong\u003eWebsite\u003c/strong\u003e” and click “\u003cstrong\u003eNext\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/S7P3i7E1C_Ctk87Tu5kqYvUMVmyAlZwtql-fUp1W7wyExGssVwnKZ7L-pC_k-ehXy8Ff-DS0L4uXeKA0xgiJgSCe8WtP6S1hrECNQYceA190ST7yxi2qb_bkyDITLkMddGbMACFJI7id3kfgE-FjR-U.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Website\" selected under \"Your sources\" menu' data-original=\"https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/original.png\" height=\"712\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6e/8f/6e8fa32f751f8bbcf8eed5a98e497023/S7P3i7E1C_Ctk87Tu5kqYvUMVmyAlZwtql-fUp1W7wyExGssVwnKZ7L-pC_k-ehXy8Ff-DS0L4uXeKA0xgiJgSCe8WtP6S1hrECNQYceA190ST7yxi2qb_bkyDITLkMddGbMACFJI7id3kfgE-FjR-U.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003ePick your source website, select whether you want to import all users, and set up retention and inclusion or exclusion criteria. \u003c/p\u003e\u003cp\u003eThen, give your audience a name and description, and click “\u003cstrong\u003eCreate audience\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/nnWZKWg3DDKu0mUv3pN7OpKWa8B_kDBL9Nif8_OCgXkHsehghBMRFl3E0_yn6Q2H3RhJj9maabKJHAIgC-PX6ACLA5KfnYGjtDsOQJEDTFzGxUfX5uf7J20R98W_qVgPF7wdyDx0aV_smqSWYOWzH5w.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Create a website custom audience\" page' data-original=\"https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f4/06/f406a340836d751531bd9261d8c9d7b8/nnWZKWg3DDKu0mUv3pN7OpKWa8B_kDBL9Nif8_OCgXkHsehghBMRFl3E0_yn6Q2H3RhJj9maabKJHAIgC-PX6ACLA5KfnYGjtDsOQJEDTFzGxUfX5uf7J20R98W_qVgPF7wdyDx0aV_smqSWYOWzH5w.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eRemember that you can also use the lookalike audience option to generate an audience with similar interests to an existing custom audience you have. Which reduces audience overlap between ad sets.\u003c/p\u003e\u003cp\u003eIt’s also important to note that looking into your competitors can be a great way to do audience research. Which you can do using \u003ca href=\"https://www.semrush.com/analytics/one2target/\"\u003eOne2Target\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eGo to the tool and enter up to five competitors’ domains. And click “\u003cstrong\u003eAnalyze\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/lZIXEcgb9BzVj27nDNp5pnbg3Oq0RNtJdRMTXoAx-LsRV5fDvHl9ZRYdHrPGHwv8TgF0dC37V7-XkkEDYrYscO4g9PbSwVnFQF2K73rxkL51le5y7am1lrogC8x5K6EOUBbsq3GKcWV0IVk8CINessc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"One2Target search\" data-original=\"https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/19/a0/19a0f7378165fd32f1a73cf98156a5ec/lZIXEcgb9BzVj27nDNp5pnbg3Oq0RNtJdRMTXoAx-LsRV5fDvHl9ZRYdHrPGHwv8TgF0dC37V7-XkkEDYrYscO4g9PbSwVnFQF2K73rxkL51le5y7am1lrogC8x5K6EOUBbsq3GKcWV0IVk8CINessc.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll then be taken to the “\u003cstrong\u003eDemographics\u003c/strong\u003e” tab. Where you can see details like the age and country of your competitors’ audiences.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/uR4vR28RG2iykpUBpgze82S88yHeN8RqzsImEHjF9Z7QhzlCy44exUS6Ne3qUTy3EM9A-mB1mLqDxuO_i8Qm8aV9qHdwZfh_L0nXH0JtF2EBmLqYlFwj9sjVmyKt4ajlI2SHYMXbQXvUhT4Tpp2RTyI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"One2Target's \u0026quot;Demographics\u0026quot; tab for patagonia.com\" data-original=\"https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/original.png\" height=\"703\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7b/e7/7be730796d6e266b242b1f8cf12276f9/uR4vR28RG2iykpUBpgze82S88yHeN8RqzsImEHjF9Z7QhzlCy44exUS6Ne3qUTy3EM9A-mB1mLqDxuO_i8Qm8aV9qHdwZfh_L0nXH0JtF2EBmLqYlFwj9sjVmyKt4ajlI2SHYMXbQXvUhT4Tpp2RTyI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhile it’s unlikely you completely missed the mark with your previous ad campaigns, looking at this data can be enlightening. And provide you with ideas for new ways to segment your audience.\u003c/p\u003e\u003cp\u003eNext, click the “\u003cstrong\u003eBehavior\u003c/strong\u003e” tab. To see information about the interests and activities your competitors’ audiences engage in. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/Qb3FEGwKlDvXJMcjO1aD_XR3Klb6N8wM-3IpB5o45UUp7P30HFBPYC_Pwj6RNuo_Pe_UaKx-3-BvY7q8vP61ASwMs2y6oTjxvS0TVPogbOqvvHPMGc5fpp_gFFjs7C_SUoEhh85C1TDkTmCr1Z9ZGAI.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"One2Target's \u0026quot;Behavior\u0026quot; tab for patagonia.com\" data-original=\"https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b9/01/b9018145fed25565ed3ded1c08bfb948/Qb3FEGwKlDvXJMcjO1aD_XR3Klb6N8wM-3IpB5o45UUp7P30HFBPYC_Pwj6RNuo_Pe_UaKx-3-BvY7q8vP61ASwMs2y6oTjxvS0TVPogbOqvvHPMGc5fpp_gFFjs7C_SUoEhh85C1TDkTmCr1Z9ZGAI.png\" width=\"1010\" height=\"571\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eUse Exclusion Targeting\u003c/h3\u003e\u003cp\u003eYou can use the various exclusion options within Facebook ads manager to remove specific parts of audiences when creating a new ad campaign to reduce the likelihood of overlap. \u003c/p\u003e\u003cp\u003eYou can exclude people from previously defined custom audiences (if using the older version of Meta Ads Manager). For Advantage+ users, you can pick from automatically excluding users that may have purchased your product previously or select your own custom audiences.\u003c/p\u003e\u003cp\u003eMany exclusion targeting options require using custom, lookalike, or previously defined audiences. \u003c/p\u003e\u003cp\u003eFor users with the original audience options, you can use exclusion options by editing an old campaign or when creating a new one.\u003c/p\u003e\u003cp\u003eIn Meta Ads Manager, go to the “\u003cstrong\u003eAudience\u003c/strong\u003e” section. Find an existing audience, click on “\u003cstrong\u003eEdit\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/GydStm6dCUL_tGHskFTcjWiVDRRBtW_G72pzbaJg2I7Aqb25M-63PT7J_do9AtTHxt8AGgzlgMoapTYl1Xy2OLtS2sKam6rNpuDYcNbGwOnckx6H4q1A1dzcVwEsh_wPsVaPzi_VWspwsTsYeYnJK44.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Meta Ads Manager “Audience” section\" data-original=\"https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/original.png\" height=\"723\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3b/0f/3b0ffde1581fca4670becd3dfc9da714/GydStm6dCUL_tGHskFTcjWiVDRRBtW_G72pzbaJg2I7Aqb25M-63PT7J_do9AtTHxt8AGgzlgMoapTYl1Xy2OLtS2sKam6rNpuDYcNbGwOnckx6H4q1A1dzcVwEsh_wPsVaPzi_VWspwsTsYeYnJK44.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on the “\u003cstrong\u003eAdd exclusions\u003c/strong\u003e” or “\u003cstrong\u003eExclude\u003c/strong\u003e” button to open a new menu.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/L7dqV6v8stKgSn-SYug_qomaAlrJHU5wHxdQQHrE031HW6v7sPvJCwKeptChQWbqt0zY_mf_Em8iVSHYhngJptQ_a2ueOa2B-uNkyeIiFOqfqoi2IfIkKQi31s9jqxcKBWyzxSOqlFbC2MoJHBNgIm0.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Add exclusions” button highlighted in \"Edit audience\" section' data-original=\"https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5c/29/5c292449025c959dc29d6204bbfccfc2/L7dqV6v8stKgSn-SYug_qomaAlrJHU5wHxdQQHrE031HW6v7sPvJCwKeptChQWbqt0zY_mf_Em8iVSHYhngJptQ_a2ueOa2B-uNkyeIiFOqfqoi2IfIkKQi31s9jqxcKBWyzxSOqlFbC2MoJHBNgIm0.png\" width=\"1010\" height=\"392\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, select a custom audience to exclude under the “\u003cstrong\u003eExclude\u003c/strong\u003e people who are in at least \u003cstrong\u003eone\u003c/strong\u003e of the following.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/9YFmW_reBIuLw3G5H_vf3dfhbBKBCO5ziBqTzjL1sJbKD09qVubzCA2M3dxCAO6jnKSubXKCKrx3-iKCmJIH1rJHohs7MYNGdsJjMzLz3S3Ujmbqz3JWHK3eQgQDTUegWlOZRCPcUC1b_VBn_nyyFsg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Exclude people who are in at least one of the following” button highlighted in \"Edit audience\" section' data-original=\"https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/original.png\" height=\"555\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d1/cb/d1cb1549fa19a1b8cfe9aeedc32f73e4/9YFmW_reBIuLw3G5H_vf3dfhbBKBCO5ziBqTzjL1sJbKD09qVubzCA2M3dxCAO6jnKSubXKCKrx3-iKCmJIH1rJHohs7MYNGdsJjMzLz3S3Ujmbqz3JWHK3eQgQDTUegWlOZRCPcUC1b_VBn_nyyFsg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAdvantage+ users may be shown a different screen. When creating or editing a campaign, head to the “Audience controls” section, click on “\u003cstrong\u003eShow more options\u003c/strong\u003e.” \u003c/p\u003e\u003cp\u003eAt the bottom of the section, “Exclude these custom audiences” will become visible.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/VncKimSUkY7I_F0_bEkceEvcwL2YHRoUEbwZLzeRPuoMChU1yj7tewtpIVkIL3TXKbG2iFh6iKPdl_nNEv3j_Qy79OtNf0eizHfTVKEpIgTHnWIB90EkeTOmOPxdxqPPMc4fSdPgBrri9u8_nvLinJQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Exclude these custom audiences” option highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/20/05/200538a75cb40ce04c760e1b64960aff/VncKimSUkY7I_F0_bEkceEvcwL2YHRoUEbwZLzeRPuoMChU1yj7tewtpIVkIL3TXKbG2iFh6iKPdl_nNEv3j_Qy79OtNf0eizHfTVKEpIgTHnWIB90EkeTOmOPxdxqPPMc4fSdPgBrri9u8_nvLinJQ.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhich audience should you exclude?\u003c/p\u003e\u003cp\u003eDepending on your objective, you may want to exclude website visitors (for awareness), previous customers (for leads and sales), or app users (for app promotion).\u003c/p\u003e\u003cp\u003eYou can easily avoid overlap after creating a new ad campaign by checking the overlap with existing campaigns in the audience overlap tool. And excluding the one with the smaller percentage from the one with the higher percentage of overlap.\u003c/p\u003e\u003ch3\u003eExperiment with the Frequency Cap\u003c/h3\u003e\u003cp\u003eFrequency caps allow you to manually set the number of times an ad is shown to the same person over a specific period of time.\u003c/p\u003e\u003cp\u003eA lower frequency cap will show your ads less frequently but to a larger number of people. And a higher frequency cap will show your ad more frequently but to a smaller number of people.\u003c/p\u003e\u003cp\u003eChoose a lower frequency cap if you want to minimize the effect of audience overlap. Because you’ll have more ad auction opportunities overall.\u003c/p\u003e\u003cp\u003eYou can adjust frequency caps for awareness objectives under the “Awareness” section.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/-sKARxy5Of-DgbCsqzanD4UPw-am836rjwSYFaZR5v3XlTa89wYKnxYP7WFT40IDGTuuV8Y6qgHiVDOSn4sElJeT4QMYtN-dQq7uCw5vIa07VcN-yZlPp7xd1b6rgdOrqdhe6Ce57X60RY9C66lZpv8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Awareness” section\" data-original=\"https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/53/0e/530e1cda60be24136b21f14fdc81c31d/-sKARxy5Of-DgbCsqzanD4UPw-am836rjwSYFaZR5v3XlTa89wYKnxYP7WFT40IDGTuuV8Y6qgHiVDOSn4sElJeT4QMYtN-dQq7uCw5vIa07VcN-yZlPp7xd1b6rgdOrqdhe6Ce57X60RY9C66lZpv8.png\" width=\"660\" height=\"359\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: Your frequency cap is closely related to audience size and budget. So, changing frequency caps may not influence results if you have a small budget or narrow audiences.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eIf you can’t find these options, Meta may not have rolled out these features to your account yet.\u003c/p\u003e\u003ch3\u003eLeverage Facebook’s Recommendations\u003c/h3\u003e\u003cp\u003eYou can use the audience overlap tool to do more than track metrics. In fact, Facebook will display a notification if it considers the level of overlap an issue.\u003c/p\u003e\u003cp\u003eThere are two easy solutions to address audience overlap.\u003c/p\u003e\u003cp\u003eFirst, Facebook may suggest a set of actions that will reduce audience overlap. \u003c/p\u003e\u003cp\u003eThese tips will differ according to your unique situation. But you may receive a delivery recommendation, which will include a step-by-step guide. \u003c/p\u003e\u003cp\u003eYou can find these delivery recommendations by going to \u003ca href=\"https://adsmanager.facebook.com/adsmanager\"\u003eMeta Ads Manager\u003c/a\u003e and clicking on “\u003cstrong\u003eAccount Overview\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/6_j8jdQ0RO92WSWDOkISu57l0L4j_qaWKUs_grkZ74HxSc3yjnKc7WGpFYJTObzENgWn85mkjmXX2J35refrAR4ZoTbNGCSMbxCuMjV4sdZ1xGMqDR88KjY9JkvfnFCVh4P8lfYtB9cjTTgumZLNYHQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"“Account Overview” button highlighted in Meta Ads Manager menu\" data-original=\"https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/original.png\" height=\"719\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/92/8e/928ef910cb031f1a2d89383f386a27d3/6_j8jdQ0RO92WSWDOkISu57l0L4j_qaWKUs_grkZ74HxSc3yjnKc7WGpFYJTObzENgWn85mkjmXX2J35refrAR4ZoTbNGCSMbxCuMjV4sdZ1xGMqDR88KjY9JkvfnFCVh4P8lfYtB9cjTTgumZLNYHQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e: If no delivery recommendations appear, they might not be available to your account. Or you might not have any ad campaigns that can be optimized.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eThe other option is to merge or turn off overlapping ad sets. Merging sets might negatively affect long-term performance, so it may be safer to turn off one of the ad sets.\u003c/p\u003e\u003ch2\u003eBest Practices for Efficient Facebook Ad Targeting\u003c/h2\u003e\u003cp\u003eNow that you know how to check for audience overlap on Facebook, use the best practices outlined below to reduce the likelihood that audience overlap ever becomes an issue.\u003c/p\u003e\u003ch3\u003eUse Different Ad Formats and Creative Assets for Different Audiences\u003c/h3\u003e\u003cp\u003eWhenever you find a new audience segment to market to, think about creating an ad set dedicated to it to minimize the risk of overlap.\u003c/p\u003e\u003cp\u003eUsing unique ad sets for each segment may not be necessary. But too many marketers fall into the trap of simply replicating an existing one.\u003c/p\u003e\u003cp\u003eAnd try performing small tweaks or using different creative assets when marketing to a specific audience segment. Even small changes can make the messaging more attractive to them.\u003c/p\u003e\u003cp\u003eAdditionally, make use of the available ad formats and creative options (e.g., videos) to target specific groups and demographics. Don’t be afraid to experiment with GIFs, videos, and various forms of images.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e: Avoid using stock photos and images. Most people notice that your brand is using these images, making your ads feel cheap or similar to ones they’ve already seen.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eThese should be matched according to your target group’s needs and demographics. \u003c/p\u003e\u003cp\u003eFor example, millennials and Gen Z might prefer home-quality videos over studio-quality ones, \u003ca href=\"https://www.facebook.com/business/news/insights/perfection-fatigued-millennials-gen-z-want-human-video\"\u003eaccording to Facebook’s own research\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eThe same research suggests that using real people in your creative may also give a boost to ad performance.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/BNJlqOQnvPXqhs40hCwb6C9lAPq3KLUXAa8nwVjb7oEgbExiZh5pSr_ZsHan5JUFPFDURBkr6LKGerYAf5g2Tr9QOK24h4uVu-IT0vQsUMCnM_kBv6pR9L0dUBMp6FldF_UdFijENw4D08KjeLktKqs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Fabletics Men's Facebook ad\" data-original=\"https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/original.png\" height=\"1338\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8d/f8/8df836760c612329764def32bb34a190/BNJlqOQnvPXqhs40hCwb6C9lAPq3KLUXAa8nwVjb7oEgbExiZh5pSr_ZsHan5JUFPFDURBkr6LKGerYAf5g2Tr9QOK24h4uVu-IT0vQsUMCnM_kBv6pR9L0dUBMp6FldF_UdFijENw4D08KjeLktKqs.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eMonitor Ad Performance and Adjust According to Data\u003c/h3\u003e\u003cp\u003eRemember to take into account your \u003ca href=\"https://www.semrush.com/blog/tracking-social-media-kpis/\"\u003esocial media key performance indicators\u003c/a\u003e (KPIs). And make changes depending on the results. \u003c/p\u003e\u003cp\u003eCommonly tracked KPIs for Facebook ads include return on ad spend (ROAS), impressions, total cost, and conversion rate. \u003c/p\u003e\u003cp\u003eWhen overlap is becoming a problem, ROAS and impressions will likely decrease.\u003c/p\u003e\u003cp\u003eOne of the best ways to analyze currently running ad campaigns is to have a benchmark based on a few of your previous campaigns. While no two campaigns will ever be the same, a benchmark will give you a measuring stick.\u003c/p\u003e\u003cp\u003eIf a new campaign falls below the benchmark for an extended period of time, it’s time to look at the data and make adjustments such as changing audience targeting, creative, or budget.\u003c/p\u003e\u003ch3\u003eTest and Iterate Your Campaigns\u003c/h3\u003e\u003cp\u003eMake use of the dynamic creative options in the ad campaign section. \u003c/p\u003e\u003cp\u003eUsing these options allows you to provide Facebook with up to 10 creative options and up to five headlines and body text variations for each ad set. \u003c/p\u003e\u003cp\u003eThey will then alternate and be tested out in practice by Facebook.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e: Don’t use the max of 10 images/videos for each test campaign. Each option added leeches budget from all other options. If you add more than three options, be prepared to raise your budget to get enough data to get accurate insights into which options are performing best.\u003c/em\u003e\u003c/p\u003e\u003cp\u003eAfter the ad sets have run for some time, you’ll be able to check the performance of all of the versions within your “Campaigns” dashboard. \u003c/p\u003e\u003cp\u003eSimply, select the “\u003cstrong\u003eBreakdown\u003c/strong\u003e” drop-down and choose “\u003cstrong\u003eBy Dynamic Creative Element\u003c/strong\u003e.” Then, choose which element you want to focus on (like the image/video or headline).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/06jNZZ_70o1JIhCUfdwagZEolTOf2yn_uLNLwJ6EuNvjc_X4mJzm8wRbz4RdJ31S4yMxEI4V9qdywdhJbeoxu0FMh_GxBqCU8k9Hao4bSARjzwJ1u8qvKrFh_pZDx2uGYvgVaaUTsu07t4iG3LWfWxA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='“Breakdown” drop-down menu in \"Campaigns\" dashboard' data-original=\"https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fb/22/fb22b9b89bd2242ed1bc518b20ee8e27/06jNZZ_70o1JIhCUfdwagZEolTOf2yn_uLNLwJ6EuNvjc_X4mJzm8wRbz4RdJ31S4yMxEI4V9qdywdhJbeoxu0FMh_GxBqCU8k9Hao4bSARjzwJ1u8qvKrFh_pZDx2uGYvgVaaUTsu07t4iG3LWfWxA.png\" width=\"660\" height=\"237\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp class=\"note\"\u003eImage Source: \u003ca href=\"https://www.jonloomer.com/facebook-ads-breakdown/\"\u003eJon Loomer\u003c/a\u003e\u003c/p\u003e\u003cp\u003eYou’ll notice trends on what works best for your audiences. Like whether you should use long or short headlines, include people in images, etc. \u003c/p\u003e\u003cp\u003eUse these insights to make future campaigns more effective.\u003c/p\u003e\u003ch2\u003eTake Control of Your Facebook Advertising Success\u003c/h2\u003e\u003cp\u003eKnowing how to see audience overlap for Facebook ads is just a small part of improving your overall Facebook advertising effort.\u003c/p\u003e\u003cp\u003eSo, it’s time to go beyond looking at one issue. \u003c/p\u003e\u003cp\u003eAnd you’ll need more data and precise tools to achieve great results. \u003c/p\u003e\u003cp\u003eGet started by trying out One2Target.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/one2target/\" header=\"Get In-Depth Audience Behavior Insights\" text=\"with Semrush One2Target Audience Research\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/37/25/3725385013e5df74c5afdb91e053c30f/trial-superbanner-1-(1).png\" bg_button=\"-warning\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":15,"name":"Social Media","slug":"social-media","lang":"en","description":"Social media is key for your online presence. Learn the fundamentals, tips, and strategies for effective social media marketing to boost your online presence and engage with your audience.","metaTitle":"Social Media - Semrush Blog","metaDescription":"Boost your online presence and engage with your audience with social media. Learn how from the experts.","parent":{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","metaTitle":"Marketing - Semrush Blog","metaDescription":"Marketing is the key to business growth and success. 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