28/08/2023
Meta is rolling out NEW AI-powered audience targeting options 🎯 This may look familiar, but it's not. Here's what you need to know...
1. The first part is about 'Audience controls'.
Audience controls allow you to set criteria for where ads in your campaign can be delivered. These are hard constraints and allow you to set a specific location and minimum age. Meta will obey to your control and won't deliver your ads beyond the locations and ages you've set. You can also exclude custom audiences and set specific languages as controls. Keep in mind however, that excluding custom audiences may not include all people you wish to exclude.
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2. Now let's talk about the Advantage+ audience settings.
This is similar, but also very different from the 'Advantage detailed targeting' option that allows Meta to reach people beyond your detailed targeting selections when it's likely to improve performance.
Advantage+ audience is very different and new (you may not already see this option yet). Advantage+ audience is about providing 'guidance' to machine learning. You can compare this to providing audience signals in Google's Performance Max campaigns.
When you select specific ages, genders, detailed targeting interests and/or custom audiences, Meta will prioritize audiences matching your suggestions, before searching more broadly.
You can add custom audiences, lookalike audiences, age (when setting a minimum age in 1. Audience controls, it can't be overruled), gender and detailed targeting.
Now here's where it gets confusing... When you set specifics in the Advantage+ audience, they are only used as suggestions/guidance to find your ideal audience and therefore these inputs don't function as hard constraints. Any selection does not tell Meta to target these profiles specifically, Meta will only use your input to guide their ad technology in finding your audience.
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3. And... if this is all too much, there is (still) an option to switch back to the original audience options 😉
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How does all this *magic* work?
Meta's AI uses data to find your audience and it learns from past conversions, pixel data, interactions with previous ads and more.
Use number '2. Advantage+ audience' to create audience suggestions and use number '1. Audience controls' to limit where ads should be delivered.
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The above audience targeting options will become available for all campaigns EXCEPT Advantage+ Shopping campaigns, Advantage+ App campaigns and Retargeting campaigns using Advantage+ catalog.
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Hi 👋 I’m Jonne. I share updates about Facebook Ads and all things digital marketing.🤓
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P.S. Something cool is coming up next... Stay tuned!
