Study first
Review the ideas behind the questions
These notes explain how Meta audience suggestions, controls, exclusions, Custom Audiences, and Lookalike Audiences affect delivery.
Separate controls from suggestions
Advantage+ audience can use marketer inputs as suggestions while still finding additional people when that is likely to improve performance.
- Audience suggestions can include customer lists, lookalikes, age, gender, and detailed targeting.
- Audience controls are stricter settings, such as location, minimum age, language, and custom audience exclusions.
- A strong setup uses controls for real constraints and suggestions for useful guidance.
Use first-party audiences carefully
Custom Audiences can be useful, but customer-list use requires permission, lawful basis, and responsible data handling.
- Customer-list Custom Audiences depend on data the advertiser is allowed to disclose and use.
- Website and engagement audiences should match the campaign goal and recent enough behavior.
- Exclusions help reduce wasted spend when existing customers or recent converters should not see the same offer.
Choose seed quality over volume alone
Lookalike and similar audience decisions are stronger when the source audience represents the desired customer action.
- A broad or low-quality seed can guide delivery toward the wrong pattern.
- A high-intent customer or converter source is usually more useful than a casual visitor source.
- Audience strategy should be checked against the campaign objective, available signals, and privacy rules.