The biggest shift in Meta advertising: narrow targeting often hurts performance. The algorithm is better at finding your customers than you are at defining them.
Why Broad Works#
- More data for the algorithm to learn from
- Lower CPMs (more inventory = less competition)
- Finds converters you wouldn't have targeted
- Less management overhead
When Broad Wins#
Strong conversion data (100+ weekly conversions), good creative that self-selects audience, adequate budget ($100+/day), product with broad appeal.
When to Stay Narrow#
Limited conversion data, niche products, small budgets, new accounts without history. Test both and let data decide.
