Is Detailed Targeting Dead in Facebook Ads? Why 'Broad Targeting' Wins
For years, the best way to run Facebook Ads was to be hyper-specific. You would target 'Left-handed golfers who live in Ohio.' But the algorithm has changed. Today, giving Facebook fewer instructions is actually better than giving it too many. It feels scary to let go of the steering wheel, but 'Broad Targeting' is how the pros are winning right now.
Broad targeting means you leave the interest box blank. You select the age, gender, and location, but you don't pick specific interests like 'Fitness' or 'Small Business.' You let Facebook figure it out.
How Can Facebook Know Who to Find?
Facebook uses your content to find the audience. If your ad talks about back pain, Facebook will show it to a few people. If the people who have back pain click on it, Facebook learns: 'Okay, this ad is for back pain sufferers.' It then goes and finds millions more of them.
Why Broad is Cheaper
When you target a specific interest, you are fighting with everyone else for that same small group of people. When you go broad, the audience is huge, so the cost to show ads (CPM) is usually much lower.
Content is the New Targeting
Since the algorithm relies on your ad to find the people, your ad needs to be very clear. Your image and headline must call out exactly who you are looking for.
Get the Creative Right
If your ad is vague, broad targeting will fail. You need specific, catchy ads to guide the algorithm. Stirling generates high-converting creative that speaks directly to your ideal customer, allowing you to use broad targeting with confidence.
