Broad Targeting

Broad Targeting is 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 a Fairly Broad audience in the Audience 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), then Balanced audiences may also be suitable.

Why use Broad Targeting

• Broad Targeting can help your ads reach new and larger audiences.

• Fairly Broad audiences 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.