Do not run ads on the Audience Network, here's why!
What is audience network
Overall, it's a placement where Facebook can show you ad to 3rd party websites such as gaming apps and etc...
Here is what Chat GPT had to say about Audience Network.
Facebook Audience Network is a mobile advertising network that allows advertisers to extend their Facebook ad campaigns beyond Facebook and into other mobile apps. With Audience Network, advertisers can reach users with targeted ads in a variety of formats, including banner, interstitial, and native ads.
Audience Network uses Facebook's targeting data to reach users based on their interests, behaviors, and demographics. This allows advertisers to reach a highly engaged audience that is likely to be interested in their product or service.
By using Audience Network, advertisers can expand the reach of their campaigns and drive more traffic to their websites or mobile apps. Publishers can also benefit from Audience Network by monetizing their mobile apps with high-quality ads and earning revenue for clicks and impressions.
Overall, Facebook Audience Network offers a powerful advertising platform that can help businesses reach their target audience and achieve their marketing goals.
do not show your ads there
The reason I am stressing you not to show your ads on that platform is because the quality of traffic it gets. These people normally are accidental clickers. They see this ad while they are playing a game and they click it to close it out.
You are going to see a "Higher" bounce rate once your traffic hits your page. It will hurt your conversion rates. The cheapest traffic to source by far but you will get what you pay for.
Look at my blog ad example below. You can see a huge amount of my traffic came from Audience Network, and the cost per click it gave me.
It game me some cheap clicks but when I looked at my analytics. The traffic all bounced. That's roughly 99% of that traffic to leave the website immediately once they arrived.
So in turn I told Facebook to give me link clicks to get readers to my blog. And that is "exactly," what they did. Gave me clicks.
So if you want to optimize for quality. I would suggest checking your placement.
instant article placement quality
You can see in the above image that my $1.44 cost per clicks came from the Instant Article placement.
When I looked at that traffic source my bounce rates were 37%.
That is much lower.
Reason is because they are on that area consuming articles. When they see a blog post ad, they will likely stay on the blog longer because they were in "consumer" mode, meaning. They were ready to read.
This traffic is much more expensive as you can see from the image above but I was happy to have quality traffic that wanted to read my blog.
I looked at the customer journey of my blog readers to signing up on my website and found out that a huge percentage came from the Facebook feeds, and Instant Article placement.
It figures, because if they read the entire blog they would likely be willing to read other blogs and sign up for something that was appealing.
audience network gets you poor quality
You can see from the stats proving that my traffic I sourced quality from was actually from the feeds and Instant Articles.
It makes perfect sense, I didn't get not one signup from Audience Network.
Now don't get me wrong that placement is good for certain times of businesses and models (such as if you are selling a game app) but it's not the best placement to show your ads if you are looking to generate leads for your serviced based business or e-commerce store.
The main reason is because the placement of the ad makes it hard for people to not click it. Thus optimizing for cheaper clicks (if that is your campaign objective) and this generates you more clicks, cheaper, but horrible quality in many cases. Just the next time you do auto-placement, and your objective is optimizing for link clicks then turn this placement off, otherwise you will waste a portion of your money getting unwanted clicks.