When you are advertising, keep your audience set as broad as possible to let Meta's delivery system find the best people to show your ad to. Consider demographic targeting in addition to contact lists and website visitors.

While we recommend broad targeting to drive the best performance for your ads, if you'd prefer to use detailed targeting, you should enable Advantage detailed targeting in Meta Ads Manager.

Broad targeting

Broad targeting includes gender, age and location. For example, governments looking to promote valuable information on vaccinations can use broad targeting options, such as location, to reach as many people as possible in specific, key locations.

Learn more about broad targeting here.

Custom audiences

Custom audiences let you find your existing audiences among people who are on Facebook. You can use sources such as people who have visited your website or engaged on Facebook to create custom audiences of people who already know you. For example, an advocacy group looking to drive email sign-ups can use Engagement custom audiences to reach people who have watched their videos.

Learn more about custom audiences here.

Lookalike audiences

A lookalike audience is a way your ads can reach new people who are likely to be interested in your organisation because they share similar characteristics to an existing custom audience. For example, a candidate running for office looking to drive donations from new donors can create a lookalike audience from their current donor list to target an audience of people who are similar to (or "look like") their existing donors.

Learn more about lookalike audiences here.