Advantage+ Audience is an AI-powered targeting option provided by Meta. It automates the process of finding your audience based on pixel activity, conversion history, and ad engagement. This automation allows advertisers to focus more on the crucial aspects of their campaigns, such as ad copy and creative.
The Advantage+ Audience works by taking into account the audience suggestions provided by the advertiser. These suggestions can be a custom audience, lookalike audience, or detailed targeting. However, the impact of these suggestions on the final results is minimal, especially after the initial group is targeted.
Meta's system can function without any audience suggestions. It starts with your conversion history, pixel data, and prior engagement with your ads. This feature is particularly useful when your ad set isn't performing well. Changing your audience suggestion is unlikely to make a significant difference, allowing you to focus more on ad copy and creative.
When using original audiences, the process is less automated. Although Advantage audience expansion with original audiences behaves similarly to Advantage+ Audience, advertisers often micromanage targeting with this approach, spending too much time finding the right combination of targeting inputs. This obsession with targeting can distract from the most important aspects of advertising: the ad copy and creative.
In conclusion, automated features like Advantage+ Audience can help reduce unnecessary work and allow advertisers to focus on what's most important.
