50: What you Need to Know about Broad Targeting

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Summary
I discuss the evolution of targeting strategies in Facebook advertising, emphasizing the shift from granular targeting to broad targeting. 

I explain that while the ability to target specific audiences has diminished, advertisers can still effectively reach their ideal clients by employing a strategic approach. I highlight the importance of creating tailored ads for different customer avatars and using a variety of creative formats to engage audiences effectively. 

I point out that the algorithm can do much of the heavy lifting if the messaging and creative are clear and varied.

Takeaways

• Broad targeting is the new normal for Facebook ads.
• The algorithm works best when you don't micromanage.
• Create different ads for each customer avatar.

Chapters

00:00 Introduction to Targeting Strategies
01:33 The Shift to Broad Targeting
02:45 Creating Ads for Different Avatars
04:55 Variety in Creative Formats
06:45 Maximizing Your Budget with Targeting

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Transcript

Stacy Covitz (00:00)
If you're still obsessing over targeting and getting really granular on your audiences, this episode is for you. Hello friends, new and old. If this is your first time, I thank you so much and welcome to Facebook Ads Quick Tips. I'm Stacy Covitz, your meta ad strategist, and this

is about targeting. And if you remember, Facebook ads used to be so amazing as far as how nitty gritty you could get and target your audience. And you could follow or yeah, you could use other big influencer audiences and target those people. And slowly but surely they have taken a lot of that away.

Now, what we have moved to now is this new way, is broad targeting. And what does that mean? It's not just, set it and forget it. I'm not going to target and I'm just going to do what I always did. There has to be a strategy involved. I'm going to give you some basics on how to make broad targeting really work for your ads in 2026. So.

Broad targeting is the new normal now, and the algorithm is smarter than ever. It works best when you don't micromanage. That means you can skip the long list of interests, stacking all of the audiences, but if you want to use gender or age or location,

that is still recommended. But here's the exception. If you have a really specific niche, for example, ⁓ breastfeeding twin mothers. Okay, that's very specific. You might not want to go broad, broad on that one. Or homeschooling teenagers with ADHD. Okay, another very specific niche.

So I don't recommend going broad then, but if your audience is less specific than that, here's some tips. Let's say you have your ideal client, your ideal customer, but you have different variations. Let's say you have three different avatars. One is...

coaches, coaches in the health and wellness. Then maybe you have another one that is service providers. And then you have course creators who are ready to scale because they are just crushing it with their high ticket offers. So here's what you do. Each one of those

you would have a different ad for. A different ad for each avatar. So different copy or different headline. Speak to each one individually. So speak to your course creator who is ready to scale using different copy. Speak to your coach with different copy or different headline.

and then your service provider in another way. So you have three different ads, three different creative, and then Meta can send those out in a broad audience and find each one of those people because you've made it very clear.

who you're calling out and you're not trying to speak to everyone. Now, in addition to having three different creative for your different avatars, this one's huge. They also want variety. So in addition to three different ads, now mix those up with different type of creative. So have a real talking to your course creator.

have a reel talking to your service provider, have a reel talking to your coach, and so on. So have a reel, have static image, you could use a carousel, testimonial. That is the idea right now. That is how Andromeda is finding the right people for your service or product.

because you are going to show them what you're going to show them who you're looking for by your copy and your ad. So yeah, targeting has changed. It's still available. If you have that very niche audience, you still can do that. You can target by gender, age, and zip code. As long as you have the clear messaging,

the right creative variety and the smart strategy, then the algorithm is going to do the heavy lifting. And I know that seems like, really? How is Meta doing the heavy lifting if I have to make all these creative new ads? I know, right? But you'll get the hang of it. You just get your copy down and really, really speak to each.

individual ideal client and then switching it up with types of creative will get faster as you go along. again, if you only have a 10 or $15 a day budget, you do not need to have 20 ads. You can have, and maybe you only have one client avatar, easy peasy, right? Then you only have one.

But you could still change headlines. You could still change copy. Just get ahead of it. Start creating ads and just have a bank of them. Because when you first upload, and let's say again with this $10, $15 a day budget, you only need to have between three and six ads. And then after a week,

Go ahead and have a look and see and then maybe add one or two more and just keep feeding it. You don't have to add 15 every week. All right, well, thanks so much for listening and don't get overwhelmed. See you next week.