Is detailed targeting with Meta advertising dead? We could be heading in that direction...
The argument to abandon detailed targeting grows stronger by the day. Meta has removed far more interests and behaviors than they’ve added over the years. And studies have shown that interests are not only incomplete but they’re often inaccurate.
If you use detailed targeting while optimizing for conversions, Advantage Detailed Targeting is automatically turned on. That means that the audience is expanded and isn’t as refined as you might think it is.
There’s also a growing push to go completely broad, removing all targeting but location.
So, is detailed targeting dead? As long as it still exists, that’s going to be determined on a case-by-case basis.
Split test it against going completely broad. If using detailed targeting consistently gives you better results than going broad, keep using that approach. If not, this could be a wake-up call. You may be overthinking your targeting and should just go broad.
Personally, I’ve mostly abandoned detailed targeting. I still use remarketing, but my cold targeting approach is almost always completely broad now.
How about you?
