Why Broad Targeting Often Beats Detailed Targeting in 2024
Test going broad (no interests, just location/age) and let Advantage+ Audience or your pixel data do the targeting. It often outperforms interest-stacked audiences.
Why This Matters
Meta's algorithm has gotten much better at finding converters. Detailed targeting can actually limit reach and increase costs. With enough pixel data, broad often wins.
How To Implement
1. Prerequisites: 50+ conversions in last 30 days, Pixel properly installed.
2. Create a new ad set with NO interest targeting - just location, age (if relevant), and language.
3. Enable Advantage+ Audience to let Meta expand if it finds opportunities.
4. Use the same creative as your interest-targeted campaigns.
5. Run for 14 days with equal budget to your best interest-based ad set.
6. Compare CPA, volume, and cost per incremental conversion.
7. If broad wins, gradually shift budget.
Pro Tip
Use exclusions rather than inclusions: Exclude job seekers, exclude certain ages, exclude recent purchasers. This is often more effective than trying to include the 'right' people.
Want Expert Help with Meta Ads Management?
Let our team implement these optimization strategies for you.