What's Better: Broad OR Interest Based Targeting for Meta Ads?

Introduction

The age-old debate of broad vs. interest targeting continues to divide advertisers. After managing $1.6B+ in ad spend, here's what actually works in 2024 - and why most brands are approaching this completely wrong.

Meta's targeting landscape has evolved dramatically over the past year. While many advertisers still cling to hyper-specific interest targeting, the platform's machine learning capabilities have matured significantly. This fundamentally changes how we should approach audience selection.

Broad Targeting in 2024

"Broad" no longer means throwing money away hoping for results. Modern broad targeting, when implemented correctly, allows Meta's algorithm to find pockets of high-intent buyers that interest targeting might miss. However, it requires:

• Strong creative that clearly communicates your offer
• Sufficient budget for learning ($50/day minimum)
• Patience through the learning phase

Interest Targeting: Still Relevant?

Interest targeting isn't dead - it's just misunderstood. Our data shows it's particularly effective for:

• New accounts with limited history
• Niche products with clear audience alignment
• Testing new creative angles
• Limited budgets (<$50/day)

The Real Answer

The question isn't which is better - it's knowing when to use each approach. High-performing accounts typically use:

• Interest targeting for initial creative testing
• Broad targeting for scaling winners
• Layered approach as budgets grow

Remember: your targeting is only as good as your creative. The best targeting strategy won't save poor ads.