Facebook Targeting allows you to reach your audience by enabling you to target potential customers by Gender, Likes & Interests, Age and other targeting filters.

Facebook has recently enhanced this feature by offering “broad match” for age targeting.  This means that you can deliver your ad to potential customers just slightly outside of your target age range for less than what it would cost to serve the ad to people within your target range. In addition to getting what might be a good deal on these extra clicks and impressions, you can also increase your opportunity to reach more customers. Before broadened age targeting, choosing to target your ad to people aged 24 – 35, say, meant your ad would have only been shown to people precisely within that age range. But isn’t someone who’s 36 and interested in your ad just as valuable as a 35-year-old.  Hence the  expanded offering.

To update you ad settings, to include  broad match for age targeting, go to the Facebook Ad Manager and

• Go to the Settings
• Click on the "Update" button at the bottom of the page

To include broad match settings in new ads,

• Click on Create an Ad
• In Targeting, leave the “Exact Match” box unchecked

For more information, visit the Facebook Ads FAQ section

Anthony Quigley