About specific targeting

There are two general approaches you can take to creating a target audience: specific and broad.

Neither type of targeting is inherently superior to the other, and it's almost impossible to not incorporate elements of both into a given ad set. The approach you choose depends on what you're trying to accomplish and what resources you have available.

Targeting specifically essentially means that you're giving us a relatively strict set of parameters to work within while finding the best people to show your ad to. These parameters can take the form of demographic targeting or Custom Audiences or Lookalike Audiences. They may lead to a potential audience that's smaller, but hopefully also to one that's more interested in what you're advertising than a larger and broader audience would have been.

For example, a children's toy shop located in Springfield may want to target specifically. It could target their ads to people who live near Springfield and are parents.

Note: You can also use expanded detailed targeting to broaden your specific targeting.