Social Ad Targeting to Address the Customer Journey – Phase I: Broad Targeting



Broad targeting allows advertisers to build brand awareness and reach potential new customers. Historically, in more traditional marketing campaigns like print and television, advertisers have been limited to broader targeting methods. Thanks to social media, advertisers now have more detailed targeting options. As we navigate the customer journey, it is important to cast a broad net before diving deep into custom and interest-based targeting.

What is Broad Targeting:

Targeting broadly means that you’re mostly relying on the social platform delivery system to find the best people to view your ad. This approach can highlight platform’s ability to find potential customers you never would’ve known about otherwise. It’s also a good approach if you’re not sure who you want to target. If you target broadly and then check audience insights or ads reporting, you can learn more about the types of people who reacted to your ads. Broad targeting is often viewed as the first phase of the customer journey and serves as an essential component in prospecting potential customers and keeping your brand or product top of mind for current customers.

Broad Audiences:

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It is important to select the best campaign objective that will deliver your desired result. When trying to garner new customers, you may want to consider running brand awareness or reach objective campaigns. The brand awareness objective is for advertisers who want to show ads to people who are more likely to recall them. The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days. While the reach objective maximizes the number of people and how often people will see your ads. Reach is a great choice if you want to build brand awareness, change brand perception or show your ad to as many people in your audience as possible. To learn more about Facebook objectives, check out Facebook Ad Objectives That Drive Business Results.

  • Location: Keep the location wide rather than focusing on a more geotargeted strategy
  • Age: A broad age range will allow for more scale in your campaign. Most targeting can range from age 18-65+
  • Gender: Targeting both men and women will help advertisers determine who is more likely to take action on your ads
  • Utilize multiple platforms and placements to reach the most people where they are engaging with content

While more detailed targeting options are incredibly helpful when seeking out those who are more likely to purchase, we encourage advertisers to take advantage of broad targeting to test and learn early in the customer journey. Curious how we can put our content creation methodologyy to work for your brand? Let’s get the conversation started.

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The goal is to make this audience larger to maximize performance. Think about keeping your audience broad with the below targeting options: 

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