How to Balance Targeting a Broad Audience and Retargeting on Facebook Ads


As a business owner, you want to make the most of your advertising budget and reach as many potential customers as possible. One way to do this is by using Facebook Ads to target a broad audience. However, if you don’t exclude retargeting audiences, you may end up showing your ads to the same people repeatedly, leading to ad fatigue and lower engagement rates. In this blog post, we’ll discuss how to balance targeting a broad audience and retargeting on Facebook Ads.

Section 1: Create Two Separate Campaigns

create a facebook campaign

The first step to balancing targeting a broad audience and retargeting on Facebook Ads is to create two separate campaigns:

Broad Audience Campaign

The first campaign would target a broad audience, excluding retargeting audiences. This campaign would aim to reach new potential customers who may be interested in your product or service but have not yet interacted with your brand.

Retargeting Campaign

The second campaign would target your retargeting audience, specifically those who have shown interest in your brand before. This campaign would aim to re-engage these users and encourage them to take action.

Read Also: Understanding Facebook Ad Ranking Metrics

Section 2: Use Lookalike Audiences

create lookalike audience in facebook ads

Another way to reach new potential customers is by using Lookalike Audiences:

How Lookalike Audiences Work

This feature allows you to target people who are similar to your existing customers. You can create a Lookalike Audience based on your existing customer data, such as email addresses or phone numbers.

Benefits of Lookalike Audiences

This will help you reach people who are more likely to be interested in your product or service and increase the chances of conversion.

Read Also: Top Facebook Ads Tools for Advertising

Section 3: Exclude Certain Groups

exclude different audience group from facebook ads

You can also exclude certain groups from your campaigns:

Why Exclude Certain Groups

For example, if you’re targeting a broad audience, you may want to exclude people who have already converted or interacted with your brand in some way. This will ensure that you’re not wasting your advertising budget on showing ads to people who are already familiar with your brand.

How to Exclude Certain Groups

You can use the exclusion feature in Facebook Ads Manager to exclude specific groups from your campaigns.

Section 4: Monitor Your Ad Performance

Facebook ad performance reporting

It’s important to monitor the performance of your campaigns regularly:

Why Monitor Ad Performance

This will help you identify which campaigns are working and which ones need to be adjusted.

Metrics to Track

You can use Facebook Ads Manager to track metrics such as click-through rates, conversions, and cost per click.

Read Also: ChatGPT Prompts for Facebook Advertisers


By balancing targeting a broad audience and retargeting on Facebook Ads, you can reach both new potential customers and existing customers while avoiding ad fatigue and maximizing your results. It’s important to find the right balance for your business and adjust your strategy as needed to ensure you’re getting the best results from your Facebook Ads.

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