Broad Targeting
Running ads with minimal audience restrictions, relying on platform algorithms.
Running ads with minimal audience restrictions, relying on platform algorithms.
Why It Matters
Broad targeting leverages platform ML to find buyers without manual audience selection. Post-iOS14, platform algorithms often outperform narrow interest targeting because they see more signal. For brands spending $50K+/month with strong creative, broad targeting frequently beats curated audiences.
Practical Example
Scenario
A D2C brand tests interest-based targeting (1M audience, $40 CPA) vs broad targeting with age/geo only (50M audience, platform-optimized).
Result
Broad targeting delivers $35 CPA at 3x the scale. The algorithm found buyers in interest groups they never would have selected manually.
Pro Tips
- 1Broad targeting requires excellent creative—the algorithm needs clear purchase signals to optimize
- 2Start with geographic and age constraints only, let the platform find the right people
- 3Give broad campaigns 5-7 days and $5K+ spend before judging—algorithms need learning time
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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