Running Meta ads can get confusing fast, especially when you hear people say you should combine all your targeting together. After managing ads for years, I’ve never seen that work well for course creators.
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Today, I break down why separating warm and cold audiences still matters (even with the Andromeda update) and how Meta’s algorithm actually treats each group behind the scenes.
If you’ve been unsure about your targeting setup or why your cold leads suddenly got expensive, I share exactly what you can do to get better results without overthinking it.
Watch this episode on YouTube!
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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SPEAKER_00:
As an online course creator running Facebook and Instagram ads, should you separately target your warm audiences and your cold audiences, or should you lump all those together because you heard that with Meta’s Andromeda update, it likes broad targeting. You should still separate them out. There we go. I’ve been running ads since uh 20 2019, and all the way up until right now, which is the end of 2025, I’ve still seen that you have to separate out warm from cold audiences. Now, here’s why. Because Meta, believe it or not, even if you run ads and lost money, guess what? We all run ads and lose money. It’s part of the game of testing. Some tests work, some don’t. But Meta does want you to make money, okay? Now, its algorithm understands, even if you’re not quite sure, what the warm audiences are. If you’re listening on the audio podcast, you can click over to the YouTube channel and watch right over my shoulder there. But if you’re targeting your email list and your Instagram and Facebook followers and people who have visited your website, in addition to folks who have watched a certain percentage of your social media videos, those are warm audiences. Meta sure knows that. And here’s what the algorithm does it will show your ads to people in your warm audiences more. If you stack cold and warm audiences together, the algorithm quickly understands that the people who are warm are watching more of your ads. And so it will start to favor those folks. Could be good if you’re trying to sell something, could be bad if you’re trying to bring in new leads into your business who are cold, who do not know of you, have not encountered your website or your social media before, and you’re using this method with ads, which is a great method if you’re running lead magnets to grow your business influence, then you don’t want to show those to your warm audiences like you would if you were selling something like a low-ticket offer. So separate your cold audiences from your warm audiences, and your ads should work even better. And if you need my eyeballs on your ads, like a quick audit, two day turnaround, and you get one, two, three, four steps that you can implement right away in order to improve your ad performance. That link is in the show notes below. Glad this could clear up that question for you if you had that question. And until the next time you hear from me or see from me, be blessed. And we’ll see you in the next one. Bye.
