Last Updated: February 2026
How To Test Audiences On Facebook (The “No-Targeting” Strategy)
Stop guessing who your customers are. Let the AI find them.
In 2019, the “Pro Strategy” was to test 50 different interest groups (e.g., “Guitar World,” “Fender,” “Gibson”).
In 2026, that strategy burns money. With the release of Meta's Advantage+ and AI-driven targeting, the “Interest” buttons are practically obsolete.
Today, you don't find audiences by selecting “Interests.” You find audiences by launching Broad Campaigns and letting your Creative do the targeting. Here is how to navigate the new Facebook Ads ecosystem.
Quick Summary: The 2026 Testing Protocol
- The Death of Interests: Restricting the algorithm with specific interests (e.g., “Dog Lovers”) raises your CPMs. Go Broad (Age/Gender/Location only).
- Creative is the New Targeting: If you want to target “Dog Owners,” don't select the interest “Dogs.” Just put a Dog in your video ad. The AI will analyze the video pixels and show it to dog lovers automatically.
- Advantage+ Shopping (ASC): Use this campaign type for scaling. It is a “Black Box” where Meta handles all the targeting for you.
- Lookalikes are “Legacy”: Since the iOS privacy updates, Lookalike Audiences are weaker. Broad targeting outperforms them 90% of the time.
1. The “Broad” Audience (The New King)
What It Is:
You select your location (e.g., USA), your Age (e.g., 25-65+), and Gender. You leave the “Interests” and “Behaviors” completely empty.
Why It Works:
Meta's AI has thousands of data points on every user. When you leave the targeting open, you give the AI the freedom to find your buyers cheaper.
• The Result: Lower CPMs (Cost Per Mille) and more stable long-term results.
2. “Creative” as Targeting
This is the hardest concept for old-school marketers to grasp.
The Concept:
Your ad creative filters the audience.
• Example: You sell a “Back Stretcher.”
• Old Way: Target “Back Pain” interest.
• New Way: Target Broad. Make a video hook that says “If you sit at a desk for 8 hours a day, watch this.”
• The Magic: Only people with back pain will stop scrolling. The AI notices who stops, and instantly finds millions more people just like them.
3. Advantage+ Shopping Campaigns (ASC)
What It Is:
This is Meta's fully automated campaign type. You upload 5-10 creatives, and Meta decides who sees them and how much budget to spend.
When To Use It:
Use ASC for Scaling. Once you have a winning ad creative found via Broad testing, move it into an ASC campaign to let the machine squeeze the most revenue out of it.
4. What About Retargeting? (Custom Audiences)
The “Retargeting” Trap:
In the past, we set up complex funnels (e.g., “Viewed 50% of video but didn't buy”).
In 2026, Advantage+ handles retargeting automatically. The algorithm knows who visited your site. It will show them the ad again without you needing to create a separate “Retargeting Campaign.”
The Exception:
The only Custom Audience you must upload is your Customer List (Email List). Upload this to:
1. Exclude them (so you don't waste money showing ads to people who already bought).
2. Train the AI on who your “Ideal Buyer” is.
Conclusion: Trust the Machine
It feels scary to target “Everyone in the USA.” But in 2026, the algorithm is smarter than you. Focus your energy on making better videos and images, and let the robot handle the audience.
Need products that work with Broad Targeting?
Log in to Dropified to find mass-appeal products perfect for Advantage+ campaigns.
