Occasions when it's better not to use Audience Network

Audience Network is a channel within the ad set section.

Our ad, if enabled, would be displayed on external websites and applications, i.e. outside of Facebook, Instagram and Messenger.

There would be several locations where our ad would be displayed on these external sites, either in banner or video format, etc.

One of the problems with Audience Network is that it tends to deliver a lot of low quality clicks and traffic, where low quality clicks and traffic are understood as clicks that have been made by bots rather than real users, or even clicks from competitors.

All this does is waste the advertiser's money inefficiently.

However, the biggest problem with the Audience Network is that many of the clicks that are generated from the Audience Network are accidental. This is because Audience Network ads are going to appear on these types of web pages where there is an excess of ads everywhere, and therefore there is a high probability that these accidental clicks will be generated, especially if we are talking about mobile devices that have small screens.

If one chooses to make the decision not to show ads through the Audience Network, I don't see how that will cause any problems.

There are occasions where using the Audience Network may be acceptable, in general it will depend on the objective of the campaign, in campaigns with traffic, reach or engagement objectives, I would exclude Audience Network. However, with conversion campaigns I would see it valid, putting it in automatic locations, because if you generate low quality clicks that do not convert, Meta will automatically not put resources there (it is quite common for this to happen).

In short, if you want users to take an action beyond the ad in your campaign, it would be best to exclude the Audience Network.

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