In the ever-evolving realm of AI and digital advertising, staying informed about the tools at your disposal is crucial. Meta’s Advantage+ targeting has emerged as a potentially powerful force in the advertising arena (especially after Meta recently announced further updates being made to the detailed targeting options available), but like any tool, it comes with its own set of advantages and drawbacks. In this blog post, we’ll explore the pros and cons of Meta’s Advantage+ targeting to determine whether it aligns with your digital advertising strategy.
Pros of Advantage+ Targeting:
- Expansion of Target Audience:
Advantage+ will find new users outside of your outlined targeting parameters. Seasoned advertisers with a consistent target audience “checklist” as well as newer advertisers looking to gain intel into their target audience can both benefit from the expansion of your campaign’s reach to users you may not have otherwise targeted.
The AI-driven automation streamlines the campaign setup process, reducing manual efforts. This efficiency allows advertisers to focus on overall strategy, creative elements, and analysis.
- Adaptability to Market Changes:
The dynamic nature of Advantage+ ensures that your audience remains relevant. The system learns from user behavior and adjusts accordingly, helping you stay ahead in an ever-changing digital landscape.
Cons of Advantage+ Targeting:
- Learning Curve:
Implementing Advantage+ may require a learning period for the platform to find relevant users. Like any AI advertising tool, accurate data inputs (in Meta’s case called “audience suggestions,” which is optional) will help decrease the lead time for ads to start serving and can help overall quality of users reached.
- Overreliance on Automation:
Relying on automation may pose challenges if the system encounters unforeseen technical issues. This level of automation also limits the overall control that advertisers have on the targeting aspect of their Meta campaigns. Striking the right balance between automation and human oversight is crucial.
- Not Available for Special Ads Category Campaigns:
Advantage+ targeting is not available for advertisers who fall within Meta’s Credit, Housing, Employment, Social Issues, Elections or Politics or Pharmaceuticals special categories.
Based on your organization’s flexibility with audiences, budget constraints, and overall comfort level with automation, Meta’s Advantage+ targeting could bring a wealth of benefits to the table.