Audience Expansion is a simple, effective way to scale your campaign reach. By systematically leveraging the unique connections & intersections between people across >x<, Audience Expansion enables you to extend your targeting to include people who are similar to your core audience.
How it works
Audience Expansion leverages a user-based look-alike model that uses machine-learning to assign a “similarity score” to people who have similar characteristics to the targeted audience. These people are then bucketed into groups who closely, somewhat closely, or loosely resemble the targeted audience.
Advertisers are able to extend their campaign’s reach to include these similar people by enabling Audience Expansion and choosing from 3 levels of expansion:
- Defined - reach people that most closely match your targeted audience
- Expanded - reach people that closely or somewhat match your targeted audience.
- Includes people in the “Defined” bucket
- Broad - reach people that closely, somewhat, or loosely match your targeted audience.
- Includes people in the “Defined” & “Expanded” buckets
Based on the level of expansion chosen, the campaign’s targeting will automatically be extended to include people who meet the similarity criteria.
Using Audience Expansion
Within supported objective types, Audience Expansion can be found within the “Additional options” drop-down menu of the campaign form. Follow these simple steps to enable this feature:
- Navigate to the targeting section of the campaign form.
- Input your targeting criteria.
- Advertisers should use at least one of the following targeting types in order for Audience Expansion to be effective: Custom Audiences, Keywords, Follower LAL, Interests, Movies & TV, Events, Conversation Topics, Post Engager, and/or Your Followers.
- Scroll to the bottom of the section and click to open the “Additional options” drop-down menu.
- Check the box next to “Expand your audience (optional)”.
- Select your desired level of expansion: Defined, Expanded, or Broad.
- Finish campaign setup & launch!
Audience size estimate not changing after enabling Audience Expansion? Find out why in our FAQ below.
Benefits
Audience Expansion helps advertisers in the following ways:
- Scale - extend your reach to include people who are similar to your target audience
- Audience discovery - find people who are similar but outside of your core targeting
- Simplification - reduce the burden of inputting comprehensive targeting to find similar people to your core targeting
Frequently asked questions
Audience Expansion can be used within the following objectives: Reach, Engagements, Video views, Pre-roll views, Followers, and App re-engagements.
Within App installs and Website traffic campaigns, we recommend using Automated Targeting.