There are two general approaches you can take to creating a target audience: specific and broad.
The approach you choose depends on what you’re trying to accomplish and what resources you have available.
Targeting broadly essentially means that you’re mostly relying on facebook delivery system to find the best people to show your ad to. This approach can lead to facebook finding potential customers you never would have known about otherwise. Even though you still have to use at least a few basic targeting parameters, it’s a good approach if you’re not sure who you want to target.
Today, from our experience, broad targeting seems to work better.