Targeting just doesn’t matter much anymore…
Look, it pains me to say it. For a solid decade, my whole thing was microtargeting. It’s not that targeting doesn’t matter at all now, but most advertisers overvalue it. They cling to the past.
That creates a fuzziness in the targeting inputs we provide. And more often than not, we can get better results by going broader anyway.
There’s still a place for remarketing. I do it. And if interests and lookalikes still work for you, have at it.
But you’re probably putting way too much value in the targeting inputs you provide. And in some cases, your micromanagement of targeting may actually hurt results.
My recommendation: Create fewer An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More with interests and lookalikes. Experiment with Advantage+ Audience.
You may be surprised by the results.