Targeting Has Changed

Why It Matters

Understanding Meta’s new suggestion‑based targeting prevents wasted spend and ensures campaigns stay competitive in a rapidly evolving ad ecosystem.

Key Takeaways

• Targeting inputs now act as suggestions, not hard rules.
• Lookalike audiences suggest only for nine specific performance goals.
• Age and gender can be restricted, but usually unnecessary.
• Use value rules for problem solving instead of custom audience suggestions.
• Meta auto‑prioritizes remarketing and location exclusions; adjust targeting accordingly.

Summary

The video warns advertisers that Meta’s targeting framework has fundamentally shifted, rendering legacy tactics from 2018‑2021 obsolete.

Detailed targeting inputs are now treated as optional suggestions for eleven performance goals, while lookalike audiences influence only nine goals and cannot be disabled. Age and gender defaults to suggestions but can be manually restricted, though the presenter argues it’s rarely needed. Custom audiences labeled as remarketing are merely suggestions; Meta automatically prioritizes true remarketing lists.

“If you’re still trying to control targeting like it was 2018, the changes have passed you by,” the speaker asserts, highlighting the need to adopt value‑rule based optimization. He also notes common missteps with location targeting and exclusions, offering a free eight‑lesson mini‑course at johnloomer.com/targeting.

Marketers must pivot to Meta’s suggestion‑driven model, leveraging value rules and trusting the platform’s automated audience prioritization to maintain campaign efficiency and ROI.

Original Description

Nothing about targeting is the same as it was five years ago. If you're still trying to control targeting like you did then, the changes have passed you by. To fix that, subscribe to my free mini-course, Modern Targeting, at jonloomer.com/targeting.