Example of How Broad Targeting Works

In advertising, Broad Targeting refers to the strategy of removing most potential targeting filters, such as custom audiences, lookalike audiences, or detailed targeting. Advertisers rely primarily on location and let the algorithm handle the targeting process, aiming to reach a broader audience without specific demographic constraints.

Advantage+ Shopping Campaign is a type of Facebook ad campaign designed to streamline the creation of a Sales campaign. It utilizes machine learning to optimize results, with presets that are locked and cannot be changed. Advertisers can provide custom audiences at the account level to define current customers and set a budget cap for spending on those customers.

Advantage+ Audience is Meta's AI-powered targeting option that aims to find the advertiser's audience based on pixel activity, conversion history, and ad engagement. While advertisers can provide targeting suggestions, such as age range or gender, these are only initial priorities for the algorithm, which may then expand the targeting to a broader audience.

Advertisers should not worry about the lack of demographic control with Advantage+ Audience because the algorithm is designed to identify and target the most relevant audience based on conversion history and pixel data. As demonstrated in real-life examples, even without strict gender targeting, the algorithm can effectively serve the majority of impressions to the intended demographic, such as women, for businesses that primarily serve that gender.

The benefits of using broad targeting options like Advantage+ Shopping Campaigns include the ability to leverage machine learning for better ad performance, reach potential customers who might be excluded by strict demographic targeting, and optimize for conversions rather than just impressions. These campaigns can demonstrate the power of algorithmic delivery by effectively reaching the intended audience without the need for granular demographic control.