Who sees your ads.
THE STARTING POINT
Your actual customers.
Who are they, where are they, what are they like?
WHAT TO SET
Location, precisely Age range, if relevant Interests, if genuinely predictive
THE LOCATION SETTING
For a local business, narrow.
Advertising to the whole country when you serve one city wastes most of the budget.
INTEREST TARGETING
Useful and frequently over-used.
An interest is a weak signal.
AUDIENCE SIZE
Too narrow and you exhaust it, showing the same ad repeatedly.
Too broad and you pay for irrelevant people.
WHAT WORKS BETTER THAN INTERESTS
People who visited your site People similar to your existing customers People who engaged with your content
WHAT TO AVOID
Targeting so precisely that the audience is tiny Targeting everyone
WHAT TO TEST
Two audiences against each other, same ad.
That tells you who responds.
