Why a broad classification of audience targeting is usually not appropriate for Facebook targeting at the beginning? When you interact (like, share or comment) with posts related to some topic like hunting but you're not interested in this topic much (for instance, you liked images of your friends or relatives hunting), the Facebook algorithm gets a signal that you have interest in it. However, in the end, you may not be a passionate fan about it at all.
This is the reason you as an online store owner should specify your audience to address your ad message to relevant people only. You may not know exactly who your customer is, you may only guess about their interests, age, gender, location and so on. Facebook insights tool help you with this.
There are 2 negative reasons to use a broad classification of audience targeting:
- A number of potential reach is too big.
- Your cost per action will be high.