The Important Benefit of Advantage+ Audience

This is the beauty of Advantage+ Audience that most advertisers overlook…

While some don’t like the lack of control, it’s the fact that Advantage+ AudienceMeta’s AI-powered targeting option. Meta will attempt to find your audience for you based on pixel activity, conversion history, and ad engagement. You can also provide targeting suggestions that Meta will initially prioritize before going broader. More is more automated that allows you to eliminate variables and focus on what’s most important.

How Advantage+ AudienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More Works

If you want, you can provide an audience suggestion. It could be a custom audience, lookalike audienceLookalike audiences allow advertisers to reach people who are similar to an audience of people already close to you. Lookalike audiences are based on custom Audiences, which tend to include your current customers or people who have engaged with your business. More, or detailed targeting.

But what you provide as a suggestion really shouldn’t impact your results much — especially after delivery gets beyond that initial group.

You don’t technically need to provide a suggestion at all. Meta will start with your conversion history, pixel data, and prior engagement with your ads — you know, the kind of actions you’d use for a suggestion anyway.

This simplifies things when your ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More isn’t working. Changing your audience suggestion is unlikely to make a significant difference. So you can focus on ad copy and creative instead.

Original Audiences

But when you use original audiences, this is much less the case.

And really, this doesn’t need to be true because Advantage audience expansion with original audiences behaves in similar ways as Advantage+ Audience. But, I still see micromanagement of targeting with this approach. Advertisers spend too much time trying to find the right combination of targeting inputs.

When you obsess over targeting, it becomes an unnecessary distraction from what is most important: the ad copy and creative.

Stop creating unnecessary work for yourself. When possible, take advantage of automated features like Advantage+ Audience.