Precision at Scale: Meta’s New ADVANTAGE+ Audience

Precision at Scale: How Advantage+ Audiences Automate Your Ad Success

As of August 2023, Meta has released their new AI-powered audience targeting solution, Advantage+ Audience – and we’ve been testing it for our clients.

As with any new product, we’d always recommend conducting small test-and-learns – around 10-15% of your media budget – before rolling out significant changes to your ad accounts (contact us below for help on how to do this). However, the initial data from Meta has shown that Advantage+ Audience could boost your performance significantly – with businesses using this solution seeing results such as:

• 28% decrease in average Cost per Click, Lead, or Landing Page View
• 13% decrease in median Cost per Catalog Sale
• 7% decrease in median Cost per Website Conversion

1. What is an Advantage+ Audience?

Advantage+ Audience is a single-step-solution that enables businesses to combine their unique customer knowledge with the benefits of AI to reach the most relevant audiences and drive campaign performance.

Similar to Meta’s other Advantage+ products – such as Advantage+ Shopping Campaigns – Advantage+ Audiences leverage the same advanced automation and machine learning technology to help improve advertiser campaign performance with less manual effort.

2. How to use Advantage+ Audience?

Within Advantage+ Audience, you can guide ad delivery to your target audience whilst also allowing Meta to expand beyond your targeting parameters when the algorithm believes it can find more efficient results . The targeting parameters you can use are:

• Age
• Gender
• Interests
• Demographics
• Behavior
• Custom audiences
• Lookalike audiences

Although we find that most marketers are cautious in allowing Meta to go beyond their targeting parameters, Meta has built in safety controls for brands that have specific targeting criteria that Meta should not modify – even for lower costs. These include:

• Minimum age
• Location
• Language
• Custom audience exclusions

3. Caveats

• Advantage+ Audience will be available for all ad campaign types except the following:  Advantage+ Shopping campaigns, Advantage+ App campaigns and retargeting campaigns using Advantage+ catalog.The solution will be available for all eligible verticals on most objectives globally.

4. What if it doesn’t work?

If at any point your team would like to switch back to their traditional targeting setup, Meta has made it extremely simple to toggle back whenever you’d like – making this test an easy one for all advertisers to try.