Did Meta seriously give two products nearly the exact same name?
You probably know about 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 and 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. But if you add both a lookalike and custom 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 to your targeting (while using certain types of The 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), you can turn on Advantage Audience.
All this means is that by turning on Advantage Audience, you turn on BOTH Advantage Lookalike and Advantage Custom Audience.
Well, this reminded me of something I saw in Meta’s recent update about new AI-powered ad tools. One new feature was Advantage+ Audience.
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 isn’t truly an expansion of your audience. It’s not even a live feature right now, but it acts as a suggestion for your targeting. If you want to learn more about that, go back a few videos.
So, Advantage Audience and Advantage+ Audience. It’s subtle, but they truly do appear to be different.
And if they are different… WHY are we doing this??
Why does everything need the Advantage and Advantage+ branding? And what’s the difference between Advantage and Advantage+ generally anyway? Is Advantage+ somehow better?
It’s all so confusing. And annoying.