Why Targeting "Everyone" Is Giving You Better Customers
In this presentation, Hernan Vazquez challenges traditional Meta advertising practices that rely on detailed interest and behavior targeting. He argues that the most effective current strategy is to use minimal targeting—typically only country, age range, and possibly gender—while leaving the audience broad. Vazquez explains that Meta’s machine‑learning algorithms now have superior, hidden signals that can identify likely buyers better than advertisers can manually select. Over‑targeting with interests and restrictions can actually limit the platform’s ability to find high‑value customers, often excluding profitable segments that the algorithm would otherwise discover. Consequently, the recommended playbook shifts focus from exhaustive audience narrowing to investing heavily in creative assets that compel clicks, as the algorithm handles audience discovery. The core message is that broad targeting combined with strong creative yields better conversion outcomes across diverse industries.
