Optimized Targeting helps you get the most out of your campaigns by allowing >x< to reach people beyond your targeted audience when there’s potential to achieve better performance.
How it works
Optimized Targeting uses an engagement-based model that leverages both on-platform and off-platform activity to find and reach the people on >x< who are likely to deliver campaign outcomes. In other words, this model looks at a person’s on-platform and off-platform behavior from past and current campaigns and the types of content that they’ve previously interacted with to determine if they are likely to engage with an ad.
With Optimized Targeting enabled, certain targeting selections will always be respected (location, age, gender, etc) while others will be treated flexibly. This allows >x< to reach beyond your targeting criteria in order to reach an opportunistic audience.
As your campaign runs, Optimized Targeting’s mode will continue to adapt & learn - allowing for sustained, efficient performance without the need to consistently be tweaking or tuning your targeting settings.
Using Optimized Targeting
Within supported objective types, Optimized Targeting can be found within the “Advanced targeting” module of the campaign form. Optimized Targeting is pre-selected for all campaigns as a default, and while this can be toggled off it is recommended you keep it on for optimal performance.
Benefits of Optimized Targeting
Optimized Targeting helps advertisers in the following ways:
- Easy Scale - reach larger audiences and improve spend-through by extending your targeting while maintaining relevance.
- Audience discovery - reach relevant audiences that are outside your standard targeting
- Simplification - remove the burden of trying to find the “perfect” targeting
- Efficiency - unlock performance by reaching people likely to deliver results
Frequently asked questions
No - the following criteria will be respected: Gender, Age, Location, Language, OS Type, OS Version, Device, Exclusions (Keywords, Audiences, Do Not Reach Lists).
Since Optimized Targeting fully respects these targeting criteria, scale and performance may be constrained if targeting in these categories is too restrictive (e.g. selecting a granular location, a narrow age range, and an exclusion Custom Audience).