The newest audience targeting interface for Meta Ads introduces changes in how targeting options are configured. Here are the main points:
Default Targeting Settings
- Locations: Ad delivery is restricted to the selected country.
- Age: Can be set as a control or suggestion. If set as a suggestion, ads may be delivered beyond the specified age range to improve results.
- Custom Audiences: Can be set as a control or suggestion. If set as a suggestion, ads may be shown to similar audiences.
Hidden Targeting Settings
These settings are hidden by default but can be accessed via a dropdown:
- Gender: Can be set as a control or suggestion.
- Detailed Targeting: Always used as a suggestion, allowing Meta to go beyond the selection to improve results.
- Languages: Always functions as a control. Recommended to set only if the language is uncommon in the location.
Meta suggests that broader audiences generally yield better results, which is why more targeting settings are hidden. However, advertisers still have the option to enforce specific settings as hard targeting restrictions.
