How is this any different?
Advantage+ Audience and the other This 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 expansion tools seem very similar. In each case, it seems to start with a prioritized audience and then go broader.
How is Meta'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 different or better?
First, the roles of age and gender. When you use Advantage audience expansion (When 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, When 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, or When 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), Meta respects inputs for age and gender when expanding your audience. When you provide age and gender for Advantage+ Audience, they’re only suggestions.
Second, the extent of expansion. Meta says in their documentation that Advantage+ Audience can go much broader than when using the Advantage expansion products (Meta considers this an advantage to get you the best results).
Third, the power of AI. Advantage+ Audience uses AI to build your audience based on pixel and conversion history and ad engagement. Advantage Expansion is based on your initial audience and the performance of your An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More.
The difference is subtle, but there is a difference. Meta also says Advantage+ Audience leads to better results than the other options.
My bet is that Advantage+ Audience will eventually replace the other options entirely. There’s no reason to keep them if Advantage+ Audience is more effective.
Have you started experimenting with Advantage+ Audience yet? What do you think?