When optimizing your targeting strategy, what are the two key elements you should think of?

Reach and Relevance are the two key elements for optimizing your targeting strategy. Reach refers to the size of your potential audience, ensuring your message can be seen by enough people. Relevance ensures that the audience you reach is actually interested in your product or service, leading to higher engagement and better campaign performance. Without sufficient reach, your message won't be seen by enough potential customers. Without relevance, your message will be seen by the wrong people, wasting ad spend and yielding poor results. Conversions and Leads are outcomes, not targeting elements. Cost and Engagement are metrics used to evaluate campaign performance, not primary targeting elements. Forecast is a prediction, and Audience is a broad term, but "Reach and Relevance" specifically define the two critical aspects of effective targeting.