If you’re familiar with Facebook advertising, you may have seen that some people always run multiple copies of the same ads in an ad-set. Those unfamiliar with this strategy always wonder, why would someone create 2 identical copies of the same ad and place them in an ad-set. Here’s the reason why.
When you target a large audience (for example 1 million to 100 million) which Facebook also encourages you to do so, not every person in your audience (interest/behavior) is going to be identical.
When you place two identical ads in an ad-set you’re hoping that your first copy will be seen by a small pocket of your large audience, and your second copy will be seen by a different small pocket. Based on the performance of the audience in those pockets, Facebook will continue to find similar audience using it’s machine learning capabilities.
It is obvious that one of the pockets of the audience would be superior to the other one and by having multiple copies you’re giving their machine learning a better chance of spending budget in your interest in a more optimal manner.
I found this difficult to convey over the text, but I hope that I’m able to do so. If you have any questions, please feel free to ask in comments.