When to Use Broad Targeting on TikTok (And When to Avoid It)
Start with broad targeting if you have a well-optimized Pixel and high-converting creative. Add interests only if broad doesn't scale.
Why This Matters
TikTok's algorithm excels at finding converters when given room to explore. Stacking interests often limits reach and increases CPMs without improving results.
How To Implement
1. Prerequisites: 50+ conversions in 7 days, strong creative proven elsewhere.
2. Create a campaign with only location and age targeting (no interests).
3. Use a campaign budget that allows 50+ conversions per week.
4. Let it run for 7 days before making judgments.
5. If CPA is too high, test adding ONE broad interest category.
6. Compare results: Broad vs. Interest vs. Lookalike.
7. Often, broad + great creative beats interest + average creative.
Pro Tip
TikTok's 'Auto Targeting' is essentially broad with AI optimization. Enable it for new campaigns and let TikTok's data work for you.
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