Going Broad Isn’t Always the Answer
Jon Loomer
NOVEMBER 25, 2023
Look, I get it. The advancements in AI and machine learning are amazing. I’ve embraced Advantage+ Shopping , Advantage+ Audience , and broad targeting generally. But not as an absolute. Some clients tell me they get better results the old-fashioned way, using interests and lookalikes, and without Advantage+ Audience. They’ve seen terrible results going broad.
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