If you’ve been running Meta ads for a while, you’ve probably felt the shift. Targeting just isn’t what it used to be. Privacy updates, stricter regulations, and Meta’s new policies—especially for sensitive industries like health and wellness—have made reaching your ideal audience a little more complicated.
Let's face it: the days when you could pinpoint your target like a laser are over. The good news is that you don't need to worry. You only need to change. It's important to know how these changes affect targets and how to get the most out of the tools you still have.
Let's go over this together. You'll have a step-by-step plan by the end on how to use Meta's new targeting features and make ads that actually work.
What’s Changed with Meta Ads Targeting?
Let's look at what's different first before we try to find answers. Meta has limited the specific targeting choices that advertisers used to rely on. This is mostly because of growing concerns about privacy and changes to the rules.
What This Means for You
It can feel frustrating, but here’s the silver lining: you can still reach your audience—you just have to adjust your approach.
1. First-Party Data Is Your New Superpower
If there’s one thing to take away from these changes, it’s this: first-party data is the future of advertising. Why? Because it’s data you own. No privacy updates or algorithm changes can take it away from you.
How to Use First-Party Data
Why It Works
These are people who’ve already shown interest in your brand, which means they’re much more likely to convert. Plus, it’s a privacy-compliant way to target people without relying on third-party data.
2. Embrace Broader Targeting
We're going to talk about broad targets. I understand—it sounds dangerous. But there's a catch: Meta's program is very smart. It can surprise you if you let it go.
How to Use Broad Targeting
Why It Works
Broad targeting gives the algorithm more room to optimize, which often leads to better performance—and sometimes lower costs.
3. Retargeting Is Your Secret Weapon
People won't all buy from you the first time they see your ad. This is where remarketing comes in handy. If you keep in touch with people who have already connected with your brand, you're more likely to get them to do something.
How to Nail Retargeting
Why It Works
One of the cheapest ways to get people to buy is through retargeting, which targets people who already know your brand.
4. Tap into Contextual and Geographic Targeting
Meta has cut back on interest-based targeting. However, contextual and regional targeting are still very useful. They can make your ads seem more useful to your audience if you use them in the right way.
What to Do
Why It Works
Setting and importance go together. People are more likely to pay attention to ads that work with where they are.
5. Prioritize Engagement Signals
Meta's algorithm loves signs that show people are interested. Meta will choose to show your ads to more people if they get a lot of interactions.
How to Boost Engagement
Why It Works
Meta knows that your ad is useful if it gets a lot of engagement. This can lower your costs and make your ads work better.
6. Keep Testing and Tweaking
There's always something that can be done to make your effort better. To find out what works and what doesn't, you need to test it.
What to Test
Why It Works
Over time, testing helps you make your efforts better, so you're always getting better results.
The Bottom Line: Adapt and Thrive
Things have changed because Meta changed how they target. But that doesn't mean it's impossible to succeed. Focussing on first-party data, broad targeting, strategic retargeting, and trying out new, creative methods will help you keep running ads that do well.
The key is adaptability. The advertising landscape is always changing, and those who are willing to evolve will always stay ahead. So take a deep breath, roll up your sleeves, and start putting these strategies into action.
You’ve got this—let’s master Meta’s new targeting era together.
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