Why audience intent is so important in paid social campaigns

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Alignment between campaign goals and audience intent is critical to successful Facebook and Instagram advertising. If these two elements don't match up, you could be wasting your advertising budget by reaching the wrong audience or delivering an irrelevant message. However, when these two elements do align, your campaign can achieve the following goals:

Communicate the right message to the right audience at the right time
Provide more personalized ads without appearing intrusive to users
Guide prospects to the next stage of the customer journey
Increase conversion rates without increasing ad spend
Improve return on investment (ROI)
When incorporating audience intent into your Facebook and Instagram campaigns, keep in mind that people with higher intent levels are typically closer to making a purchasing decision. So while they are useful, they are not suitable for top-of-the-funnel (TOFU) goals such as reach or brand awareness.