You see this a lot in paid search campaigns, and more recently with Facebook and Twitter's ad platforms.

You're presented with ways to target your audience (great!) -- geotargeting, demographics, keywords, etc..

But once you've done so, they'll likely recommend ways to broaden your reach (which means you ultimately end up paying more in ad fees).

The problem here is that while yes, adding keywords, expanding your age range, or opening up your geotargeted fences may mean more impressions, it seldom translates to true, plausible prospects.

The simple suggestion to broaden your reach simply for the sake of bigger numbers goes against the very principle of targeted marketing.

If you have a vacation property in Hawaii, spend your money on keywords like "Maui condo rental" not "vacation property."

If you're a bakery with a sole location in San Diego, there's little reason to market to anybody that's not within quick driving distance.

If your core customer is age 18-34, there's little reason to market to those over 55. 

There's a difference between opportunity to spend and a warranted and justified opportunity to spend.

Don't be tempted by new faces and new eyes.

Your audience may be small, but it's targeted, and that's exactly what you're aiming for.