The way Facebook wants you to run ads is based on broad targeting. Let's get into that.

Broad targeting represents a simplified ad account structure that Facebook recommends. The fundamental difference here is that broad targeting aggregates keyword targeting, interest targeting, lookalike targeting, remarketing, etc.

For a single aggregated targeting group that Facebook will deploy for your campaign (where you have multiple ad) sets is when you want to test different creatives. So the creative component becomes far more important in the ability to route the right ads to the right consumer at the right time.