Should you be using open targeting for your Facebook and Instagram ads?

Good question, online course creator.

You've probably heard that right now in 2025, open targeting is working,

and meta's algorithm is developed enough, advanced enough,

for you not to really put any targeting guidelines on your ads and just to show them to a big old wide open audience.

There are some very clear signals that you should not use open targeting, that that would just waste your ad budget.

And so really it depends on the stage of your business.

I'm going to outline who should use it and who

should not use it and what open targeting really is with Facebook and Instagram ads right now.

So open targeting is when you choose inside of meta ad manager to only target a broad age range

or maybe a narrow age range of folks in a specific country. Do not confuse

open targeting with worldwide targeting where you target anyone in the world. Actually never do that,

ever, ever do that. Like maybe some business like Coca-Cola could do that, but you're an online

course creator, most likely with clients who come from one to two countries don't do worldwide

targeting please because like meta will show your ads to the places the

countries where it can get the cheapest conversions for you so your ads are

being shown to Bangladesh I don't know why that came into my mind. I'm sure you could

serve someone from Bangladesh. But if their salary is on average, because ChatGBT

is telling me right here on my other monitor, $2,945 a year, and all your offers are like

$1,000, is somebody really going to spend half a

yearly salary on your offer and that's where it makes sense to choose specific countries now you would

do age range and gender and specific country i.e. location and not do any detailed targeting with that

...