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Ad success is directly tied to who sees your ad. Even the most compelling creative will fall flat if shown to the wrong people. Common targeting mistakes: Audience too broad. You're wasting impressions on people who will never buy. Incorrect location targeting. E.g., a local business advertising nationwide. Ignoring interests or behaviors. Poor segmentation leads to weak engagement. Overlapping audiences. Duplicated efforts and wasted budget. Missing key segments. Forgetting remarketing or excluding loyal users. How to improve targeting: define your customer persona; break your audience into relevant segments (by behavior, intent, etc.); test various audience combinations; use remarketing lists; review performance data and adjust regularly. Audience targeting isn’t just a checkbox — it’s a strategic lever that drives ROI.