If you're running high volume campaigns with fast sales cycles you'll see huge gains from using advanced targeting options. All of them are best guesses and far

If you're running high volume campaigns with fast sales cycles you'll see huge gains from using advanced targeting options. All of them are best guesses and far from certain. Income targeting may be inferred by their (inferred) zip code and (inferred) age for example. Identifying what to optimize is trivial at scale, simply look at your campaign performance by targeting options and it usually screams out at you. Doing better in the female, 18-25, urban demo? Raise bids for them and lower bids in the non-performing groups. It hardly matters to me how often Facebook or Google got it wrong if pulling the lever still works. Most of the sour grapes I've seen are brand or lead gen campaigns run by the inexperienced griping about individual clicks. If you can't start broad and prune, you need to start hyper targeted and closely monitor.