Let me explain Advantage and Advantage+. Meta makes it super confusing…
Starting in March of 2022, they started labeling features Advantage and Advantage+. In some cases, these were new products. In others, they were just rebranding pre-existing features.
If you struggle to keep track of it all, I understand. Let me explain…
Advantage features are focused on targeting expansion and budgetA budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More. That includes:
– Advantage Detailed TargetingWhen turned on, Meta can expand your audience to reach people beyond the Detailed Targeting (interests and behaviors) that you selected, but only if that expansion is expected to lead to better results. Location, age, gender, and exclusions are hard constraints, and the expanded audience will continue to follow those rules. More
– Advantage LookalikeWhen turned on, Meta can expand your audience if it believes you can get better results by doing so. That expansion will be achieved by increasing the percentage of your lookalike audience, using the original custom audience for training. More
– Advantage Custom AudienceWhen turned on, Meta has the ability to expand targeting beyond your selected custom audience. The location, age, gender, and exclusions that you input will continue to be used as hard constraints. More
– Advantage Campaign BudgetAdvantage Campaign Budget (formerly Campaign Budget Optimization) automatically manages your Facebook campaign budget across ad sets to get you the overall best results. More
Advantage+ products prioritize automating campaign creation and creative optimization. This includes:
– Advantage+ Shopping
– Advantage+ App CampaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More
– Advantage+ PlacementsFormerly known as Automatic Placements. When you utilize Advantage+ Placements, Meta will automatically optimize which placements are used and when to get you the most results for your budget. More
– Advantage+ CreativeWhen turned on, Advantage+ Creative can make adjustments to your ad on a per-user basis to get you the best results. Adjustments include text (swapping headline and description), image brightness, turning images into a video, applying a template, adding music for Stories, and more. More
– Advantage+ Catalog AdsPreviously known as Dynamic Ads. By providing a catalog of your products that includes details like product name, price, description, and image, Meta can dynamically show the right ad to the right person at the right time. This is far more efficient for e-commerce brands with hundreds or thousands of products, rather than creating individual ads for each product. More
– Advantage+ Creative for CatalogWhen turned on, Meta can dynamically make adjustments to creative elements related to your Advantage+ Catalog Ads. More Ads
– Advantage+ International Catalog AdsAdvantage+ International Catalog Ads are a variation of Advantage+ Catalog Ads for cases in which you’ve uploaded country and language feeds to your catalog. Meta will automatically show people relevant items from your catalog with the correct information for their country or language. More
So much of it sounds similar, you’d be forgiven if you’re confused. But the main thing is that anything Advantage is targeting expansion or budget optimization. Anything Advantage+ is campaign creation or creative optimization.
Make sense?