Meta/Google Ads audience settings

There are some differences in the logic of FB and GG in the audience setting of mobile APP ads:

Facebook’s audience setting is relatively clear data, and these audiences can be used directly, and ads can be directly targeted to these audiences.

Google’s UAC ads cannot limit the exposure of the audience, and can only guide the ads to learn from or exclude the target audience by setting the audience signal.

FB’s audience can be created and used directly, while Google’s audience can only be used as a signal to guide the learning direction.

Introduce the details of FB GG’s audience setting separately:
Meta ads’ audience settings include: interest-behavior keywords/demographic data, and custom audiences. Interest keywords/demographic data should be a label aggregated according to the attributes of the audience.
Custom audiences are your own data or your own audience data on Meta

Interest words can be directly checked to limit exposure only within the interest, or you can check the extension to let it learn within the interest during the cold start phase, and then learn more broad audiences based on the existing conversions.

Custom audience information, after setting your own audience, you can directly use it to deliver to the target group. However, the general practice of custom audience is to create a similar group after creating an audience, and then run the people in the similar group. For example, create 1% of the users who have installed your APP. The 1% here is 1% of the population in the corresponding area. For example, there are 200 million people using FB in the United States, and 1% is 1% of these 200 million people.

Google UAC ads originally did not have age, gender, interests, or similar groups, but now have added audience signal settings. After this audience signal is set to the ad campaign, the ad will tend to learn/exclude the audience direction required by this signal.

UAC’s audience is more like FB’s custom audience looklike, but the principle should not be like FB’s ability to limit the range of the audience. For example, FB can limit it to only run women, but Google can only set signals to let the system tend to learn about women.

From the series settings here, it seems that it can be set more finely, but I haven’t tried it yet. I will make a comparison later and share how big the difference in data is with and without settings.