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Advantage+ Audience is Meta's New AI-Powered Targeting Tool

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A New Chapter in Digital Marketing: The Advent of Advantage+ Audience

he realm of digital marketing is constantly evolving, and the latest innovation stirring discussions is the Advantage+ audience feature. This advanced tool was introduced in May of 2023. Meta has been slowly roling the feature out to their users, heralding a shift in how online marketers approach audience targeting. You'll know if you have the option to try the Advantage+ Audience option, if you see this at the Ad Set Level in Meta's Ad Manager



What is Advantage+ Audience?

Advantage+ audience allows online marketers to give Meta more nuanced audience suggestions beyond traditional targeting constraints. This sophisticated tool utilizes Meta’s algorithms to not just reach the specified audience but to also discover potential customers who may express interest in your products or services despite falling outside conventional parameters.


The Flexibility of Suggestions

Setting up a campaign with Advantage+ audience differs significantly from traditional methods. Instead of rigid age or interest specifications, Meta considers your criteria as starting points. The platform then uses its discretion to find additional audiences, which can enhance the reach and effectiveness of your campaigns.


Understanding Advantage+ Audience

Advantage+ audience acts like a savvy assistant, predicting and reaching potential customers by analyzing pixel data, conversion history, and past engagement. While Meta's algorithms are at the helm, marketers can guide the process with suggestions, including:

  • Custom Audiences from your CRM or website visitors
  • Lookalike Audiences that mirror your ideal customers
  • Demographics like age ranges and gender
  • Detailed interests and behaviors

Meta emphasizes these suggestions before broadening the search, ensuring a more targeted yet extensive reach.


Advantage+ Over Traditional Targeting

This innovative approach is built into the process from the start, offering online marketers a dynamic and adaptable targeting strategy that straddles the line between strict traditional constraints and the vast potential of open targeting.



The Benefits of Guided Openness

The Advantage+ audience feature provides a golden opportunity for online marketers to direct Meta's AI based on their insights. It begins with a focus on likely interested individuals and gradually broadens to include additional prospects, potentially unearthing new segments interested in your offerings.


Hard Boundaries vs. Flexible Suggestions

Although the Advantage+ audience is centered around suggestions, marketers still have the option to set definitive boundaries for aspects such as geographical location and legal age requirements, thanks to audience controls.


Audience Control: Essential for Specific Needs

Meta retains hard controls for certain essential aspects of targeting, recognizing that there are instances where flexibility isn't preferable or possible due to legal or business constraints. Hence, Advantage+ audience functions in harmony with these controls, offering versatility where it's beneficial while ensuring compliance where necessary.


Switching Back: Keeping Options Open

The switch back to traditional audience settings is currently available, offering reassurance to those who prefer tried-and-true methods. Meta's design suggests a preference for the new feature, but the choice remains firmly in the hands of online marketers.


To Switch or Not to Switch

The consensus among experts leans towards embracing Advantage+ audience for its balanced use of Meta's AI capabilities, accommodating both detailed targeting and the advantages of broader exploration. However, the ability to revert to traditional settings is there for marketers who require or prefer it.


Adapting to AI

Advantage+ audience is not just a feature but a milestone in the journey of digital marketing, promising a new level of advertising agility and AI-assisted insight. As Meta leans into this direction, online marketers are encouraged to adapt and trust in the potential benefits that this expanded, intelligent approach to targeting offers.

As digital marketing landscapes shift, staying agile is key. Embrace the new tools at your disposal, experiment with confidence, and prepare to elevate your online presence like never before.

Meredith Kallaher helps small business owners Expand Their Reach and Explode Their Sales with

Facebook and Instagram Advertising Strategy and Management.

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