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“Meta needs interests and behaviors to define my target audience.”
If you’ve heard anyone say this, stop them gently. This is a myth!
But you should understand why…
Audience Expansion
The main thing to remember is that your audience is usually expanded. If your performance goal is to maximize the number or value of conversions, link clicks, or landing page views…
…your detailed targeting inputs are only used as an audience suggestion.
It’s questionable whether your inputs make any difference at all. Based on my tests, the algorithm is going to reach the people it wants to reach.
Does Meta Need Them?
Regardless of expansion, does Meta even need these inputs? Keep in mind that Meta has mounds of data and countless real-time signals to build an audience for your ad. Meta’s automation will exceed your manual guesses. Stop obsessing over detailed targeting which may not do anything.
That doesn’t mean that you shouldn’t care about your ad’s ultimate audience. But your control won’t be found in targeting inputs. There are other ways to impact who sees your ads. It starts with copy, creative, and your offer.
Craft copy and creative that reflect the lifestyle, needs, and pain points of your target audience. If your product is B2B or only for certain professions, say this in your ad.
And be clear about who your product isn’t for, too. Repelling the wrong audience is just as important as attracting the right one.
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