There are 4 basic types of targeting:
Narrow Interests
Broad Interests
Custom List
Lookalikes
In 2024 these rank in this order:
Interests (Broad + Narrow)
Lookalikes (Your own data > Custom Lists)
Custom list (The exception to this is if your niche is untapped)
99% of niches you will launch with interests, and then expand into lookalikes once you get data.
(Let's look at what this means)
Here are some examples of targeting for niches (each line represents an ad set):
Real estate:
Narrow Interests
Broad Interests
Chiropractic:
Narrow Interests
Broad Interests
Dental:
Narrow Interests Only (To avoid b2c traffic)
Med Spa:
Narrow Interests
Broad Interests
1% Lookalike Of Custom List
Roofing:
Narrow Interests
Broad Interests
Remodeling:
Narrow Interests
Broad Interests
Mortgage:
Narrow Interests
Broad Interests
1% Lookalike Of Custom List
Solar:
Narrow Interests
Broad Interests
Pool Installation:
Narrow Interests
Broad Interests
Plastic Surgeon:
Narrow Interests
Broad Interests
Custom List (Potentially)
Real Estate Investors:
Narrow Interests
Broad Interests
HVAC:
Narrow Interests
Broad Interests
Insurance Agents:
Narrow Interests
Broad Interests
Custom List (Potentially)
Under Water Basket Weaving (Theoretical)
Narrow Interests
Broad Interests
Custom List