When creating advertising campaigns on the Facebook platform, the selection of targeting parameters significantly impacts reach. If the specified criteria are overly restrictive, the potential number of individuals exposed to an advertisement may be limited, resulting in a small group of users within the platform’s total user base. For example, defining interests, demographics, and behaviors with great precision may exclude a broader range of potentially interested parties.
Adequately sized audiences are essential for effective advertising. A broader reach provides more opportunities for conversions and can lead to improved cost efficiency as the algorithm has a larger pool to identify receptive users. This also allows the system to exit the learning phase faster. Historically, advertisers have faced challenges in precisely balancing targeting to maximize relevance while maintaining sufficient audience size.
