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Two settings to stop unwanted leads

Why You Should Turn Off Audience Expansion and Audience Network in Facebook Ads

Have you ever set up a Facebook ad, carefully selecting your demographics, age, city, and location? You run the ad, expecting to reach your perfect audience. But then, you start getting leads from places or people you didn’t target at all. You wonder, “Where are these leads coming from?”

Well, the answer lies in two hidden settings in Facebook Ads:
Audience Expansion and Audience Network.

First of all, what’s happening here?

When you create your ad, you specify exactly who you want to reach.

But Facebook, by default, tries to help you reach even more people by expanding your audience beyond your selections.

That’s where Audience Expansion comes in.

So, what is Audience Expansion?

It’s a setting that allows Facebook to show your ads to people outside of your defined targeting if it thinks they might be interested.

Sounds helpful, right?

But here’s the catch: your ads end up being shown to people you didn’t choose, leading to irrelevant leads.

Why should you turn it off?

  • Stay Focused on Your Target Audience: You know your customers best.

    By turning off Audience Expansion, your ads will reach exactly who you want, and no one else.

  • Control Your Budget: Showing ads to more people means spending more money.

    Do you want to pay for leads that might not be interested?

  • Get Clear Results: When you limit your audience to your chosen criteria, you can better track how your ads are performing and make improvements.

Now, let’s talk about Audience Network.

Audience Network allows your ads to appear outside of Facebook, on other apps and websites.

So, your ad might show up in a mobile game or on a site you’ve never heard of.

Why turn this off too?

  • Protect Your Brand Image: Your ad could appear next to content that doesn’t match your brand.

    Turning off Audience Network ensures your ads stay on Facebook and Instagram, where you have more control.

  • Improve Engagement: Ads on Facebook and Instagram often perform better.

    People are more engaged on these platforms.

  • Simplify Your Tracking: Fewer placements make it easier to see what’s working and what’s not.

 

So, what should you do?

1. Go into your Facebook Ad settings.

2. Find the options for Audience Expansion and Audience Network.

3. Turn them off.

That’s it.

By making these changes, you’ll have better control over who sees your ads.

You’ll reach the people you intended to reach, and you’ll avoid spending money on unwanted leads.

Remember:

  • Advertising isn’t just about reaching more people; it’s about reaching the right people.
  • Every rupee counts. Spend it where it matters.
  • Keep things simple. The simpler your ad settings, the easier it is to understand and improve your results.
  • Stop chasing lead costs. You should chase right quality of leads even if you have to pay more.

 

Give this a try and see how your ad performance improves.

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