Broad Targeting

Broad Targetingis an advertising approach that prioritizes reaching a wide range of potential audiences by setting the minimum number of targeting constraints on their ads. In most cases, this will allow advertisers to achieve aFairly Broadaudience in theAudience Estimator.This is when those audiences can reach 80% or more of a country's total user accounts. If an advertiser does have firm constraints (for instance where a product is only suitable for a certain age range or not available nationally), thenBalancedaudiences may also be suitable.

Why use Broad Targeting

• Broad Targetingcan help your ads reach new and larger audiences.
• Fairly Broadaudiences on average achieve -15% lower Cost per Action (CPA) and 20% higher conversion rates compared to narrower audiences.
• Broad targeting gives TikTok the most freedom to dynamically optimize your ad delivery for you.

Guidelines

• Don't Restrict Targeting Settings Unnecessarily: Set only the essential targeting constraints. Avoid unnecessary restrictions unless your product is unsuitable for a specific segment.
• Evaluate Performance: While advanced targeting strategies exist, validate if they outperform broad targeting. On average, "Fairly Broad Audiences" outperform narrower audiences.