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Is Open Targeting on Facebook Worth it?

Facebook has a pretty decent algorithms that identifies who to serve which ads to

If you have been struggling with the reducing number of targeting options and having campaigns that are not delivering it may be worth considering using open targeting.

To setup open targeting simply select the core demographics like province (e.g. Gauteng and the Western Cape) and age band and leave the rest of the targeting open.  At IMS we use this approach and often find the algorithm optimises the campaign really well and sometimes outperforms a heavily target campaign. 

If your campaign performs well you can always look at the data and use that as the starting point for a more focused and targeted campaign.