FAQs

Targeting people based on things Meta believes they're interested in. This can be pages they follow, content they engage with, or topics Meta has categorised them under (e.g. "book lovers," specific genres, or authors). Useful for prospecting (reaching new people who've never encountered you), since it doesn't rely on an existing audience the way custom/lookalike audiences do.

Targeting based on age, gender, location, and language. Usually used as a broad filter alongside another targeting method (e.g. narrowing an interest or lookalike audience to a specific age range or country) rather than as the sole targeting method on its own.

Detailed Targeting is the traditional manual method where you specify interests, demographics, and behaviours yourself, and Meta only shows the ad within those bounds. Advantage+ Audience lets Meta expand beyond your specified targeting when its algorithm predicts better results, using your input as a "suggestion" rather than a hard limit. It often improves performance but gives you less precise control over exactly who's excluded.

Deliberately excluding certain people from seeing an ad.For example, excluding existing purchasers from a prospecting campaign, or excluding people who've already seen a retargeting ad multiple times, so budget isn't wasted showing ads to people who've already converted or aren't responding.

Yes - for example, a lookalike audience narrowed by an interest, or a custom audience with an age/location filter layered on top. Combining narrows the audience further, which can sharpen relevance but also shrinks the pool, so it's a balance between precision and having enough audience size left for Meta to deliver efficiently.