Facebook Ads Guide: Targeting the Right Audience in 2024

Facebook Ads (Meta Ads) is no longer about micro-targeting interests like “Likes Golf” and “Income > $100k”. The algorithm has evolved.

The Old Way vs. The New Way

• Old Way (2020): Layering 10 different interests, lookalikes with 1% accuracy, and manual placement selection.
• New Way (2024): Broad Targeting. Giving the algorithm creative freedom to find your customers.

Step 1: Campaign Objective

Don’t settle for “Traffic”. If you want sales, choose Sales.

• Awareness: Reach max people (Cheap CPM, low conversion).
• Leads: Forms and signups.
• Sales: Purchases (The algorithm optimizes for the pixel fire).

Step 2: Ad Set & Advantage+ Setup

Meta now pushes Advantage+ Shopping Campaigns (ASC). This is a “black box” automated setup where you provide the creative, and AI does the rest.

If doing manual setup:

• Placements: Use Advantage+ Placements (Automatic). Let Meta decide if Reels or Feed is cheaper today.
• Targeting: Keep it broad. Set location and age, but leave “Interests” empty. Trust the pixel.

Step 3: Creative is the New Targeting

Since you aren’t manually selecting “Golfers”, your Ad Creative must do the selecting.

• If you want golfers, show a video of a golf swing.
• The algorithm analyzes the video content and shows it to people who watch golf videos.
• Hook: The first 3 seconds are vital.
• CTA: Tell them exactly what to do (“Shop the Winter Collection”).

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