Meta recently announced that its ‘Advantage+ Audience’ will become the default audience selection when creating your audience in the ads manager.
What is Advantage+?
‘Advantage+’ is Meta’s AI and machine learning solution, designed to help reach a wider, but still relevant audience for your campaigns. It will take your initial targeting inputs and treat these as “suggestions” for Advantage+ to then augment.
Importantly, there is an Audience Controls option where you can input requirements. But these are limited to Location, Age and Custom Audiences you want to exclude. It’s not surprising that Meta are making Advantage+ the default method for audience selection. Over time, privacy initiatives have meant that Meta have had to revise what targeting options are available within the platform. So, this gives advertisers a way to expand reach, without having to spend time searching through the available Interests targeting.
'Special Ads' category is excluded
However, it looks like Advantage+ is not available if a ‘Special Ads Category’ is selected. This needs to be selected for any ads which are advertising Credit, Employment, Housing and Social Issues, Elections or Politics.
Understandably, when the Special Ads Category is selected, the targeting options become even more limited, to avoid issues with discrimination and advertising to vulnerable audiences. Meta are clearly maintaining their policies around the Special Ads Category.
As digital advertising becomes increasingly driven by AI and machine learning, the Advantage+ audience selection would be good to test, as Meta claims it can decrease the average cost per click by 28%.
Are there any current limitations with Advantage+?
It would be useful to be able to see which targeting additions are coming through Advantage+, and then be able to use that insight across other channels; this isn’t something that is available as yet.
If you’re thinking about running a paid social campaign, we’d love to have a chat about how we can leverage solutions such as Advantage+, in a controlled way with a robust test and learn plan. Please get in touch with our team today!
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| Author | Amisha Rathod |
| Channel | Media |