#2: Test whether broader interests are feasible

[shaownhasan]

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When targeting the solution and service awareness phases, you can use service interests such as marketing services.

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In many cases, you'll find multiple interest targeting options relevant to your campaign. How do you know which options to add to your campaign?

It's generally best to target broader interest categories first, especially if you're running a top-of-funnel campaign targeting problem-aware prospects. With broader targeting, you can reach a larger audience, giving you more opportunities to introduce your brand and increase awareness.

For example, let's say you want to promote a new artificial intelligence (AI) tool. If you use AI general interest categories, you can reach an estimated audience of 100 million (in the United States).

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That’s roughly double the audience size that can be reached by the machine learning subcategory (45 million) or the natural language processing subcategory (61 million).