In brief
By default, targeting is automatic: TikTok looks for the people most likely to produce a result. You can give an optional targeting suggestion (age ranges), which the algorithm may go beyond. Manual targeting lets you define who sees your ads.
Why it matters
- Targeting that is too narrow limits delivery and pushes costs up.
- Targeting that is too broad can show the ad to people who aren’t very relevant.
- Manual targeting doesn't give access to certain promotional offers: the tool flags this with a warning.
The steps
- In the ad group, open Audience targeting.
- In automatic mode, add an age suggestion if needed.
- To switch to manual, click Switch to manual targeting. Three blocks appear: Demographics, Custom audiences and Advanced targeting.
- In demographics: location (countries, regions, cities or postal codes, with bulk add), age (13–17, 18–24, 25–34, 35–44, 45–54, 55+), gender, languages.
- In advanced targeting: interests and behaviors, purchasing power and devices.
- Keep an eye on the available audience gauge (from “Too narrow” to “Very broad”).
- Save your setup with Save as new audience to reuse it (Use a saved audience menu).
Pitfalls to avoid
- Stacking so many criteria that the audience becomes too narrow.
- Adding a criterion out of habit without knowing whether it helps.
- Never comparing automatic and manual: a split test makes it possible.
Frequently asked questions
Which mode to start with? Automatic, with an age suggestion, then compare with manual.
Is manual targeting always better? No: on many campaigns, automatic gives more volume.
Key takeaways
- Automatic = TikTok searches; manual = you decide.
- The audience gauge flags targeting that's too narrow.
- A configured audience can be saved.
Practice in TRIALO
Switch to manual, limit the audience to a single age, one city and several interests, then watch the gauge move toward "Too narrow".