When Should I Use Detailed Targeting Expansion?

Jul 21, 2021 | Social Marketing Best Practices

Did you know you can target ads past your defined audiences on Facebook with detailed targeting expansion? Director of Client Services, Veronica Jackson, shares a quick breakdown of what detailed targeting expansion is, when to use it, & more!

“Facebook allows you to target past your defined initial audience based on the user’s likelihood to convert & get the specified results that you’re looking for.”

Veronica: Facebook allows you to target past your defined initial audience based on the user’s likelihood of converting and getting the specified results you’re looking for.

This does not apply to:

  • Location
  • Age
  • Gender

Those are always set. If you want to target ages 21 to 40, that’s all you’re going to be targeting. This applies only to behavior-like targeting, and we want to use this when it has proven to be beneficial in a campaign. So we would not want to use this if it were a hyper-specific audience.

Say somebody told us they want to target store managers only because those are the only people we need to reach with an offer. In that case, we wouldn’t want to use detailed targeting expansion because it could reach people without that job title. 

It’s similar with parents – for example – we are working with Gideon Math & Reading Center right now, and they want to target parents of a certain age group. 

We are not going to want to expand past that initial target audience so we can:

  1. Prove the campaign is successful with their specified age group.
  2. If for whatever reason, we are not seeing conversions, then we can pitch to the client detailed targeting expansion.