Eric Deeran explains Meta's shift away from traditional ad targeting: the platform now uses AI to read your ad script and guess your audience. If you don't explicitly name who you're selling to, the AI gets it wrong. State your ideal customer directly in the copy, like "If you're a med spa making over $30,000 a month, this is for you."
So Meta actually made an update to its targeting a couple of years ago to where you can't target as effectively with the actual targeting settings in the Ads Manager. And because of this, what Meta does now is it uses AI to read the actual script of your video and who you're talking to, to then match that with the proper person in the targeting. And because everything is based off of what you say in the ad script, if you're not saying the correct person or your script is too vague, a lot of times what happens is, is you're not matched with the right person and then your ads are not as profitable as they could be because you're too vague in the actual ad. And this forces Meta to guess basically who you're targeting or who who you're trying to target instead of you clearly saying who it's for. So if you wanted to target med spas, you'd say, hey, if you're a med spa doing over $30,000 a month, this is for you. Your messaging is your targeting. There are no more targeting options within the actual Ads Manager.
