Meta AI Features: Advantage+ Products

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Advantage+ campaign budget
During the campaign setup, you'll encounter the various Meta AI features, aka Advantage+ products. We'll go through them one by one:

With this campaign-level setting, you can specify the total campaign budget (daily or lifetime budget) in Meta. The algorithm then allocates the budget among the ad groups based on the maximum achievement of the campaign goal, such as generating as many purchases, leads, etc.

Simple example: There are two ad groups divided into female and male. If you don't manually allocate budget to each group, the algorithm will decide which gender receives more budget to achieve the campaign goal.


Advantage+ placements
With automated placements, you can let Meta decide where your ads are displayed. This includes platforms like Facebook, Instagram, and the Audience Network, as well as various placements like Feed, Story, Reel, etc.

In most cases, it makes sense to activate all placements and, when designing your ad, ensure that the creative looks good for all placements. However, it's occasionally worth taking a look at the platforms (using the breakdown function in Ads Manager) to analyze the Audience Network. Especially with video campaigns, Meta may invest most of its budget in so-called rewarded videos (placement in the Audience Network). These are videos that users cannot skip and receive a reward at the end of the ad. The Meta algorithm then returns a high viewing time in Ads Manager, albeit one that was artificially generated. Therefore, our tip: With automated settings, always plan a manual look from time to time.

Meta AI Features - placements
Advantage+ Audiences
Once automated audiences are activated, you can only submit a suggested audience to Meta. This refers costa rica phone number data to targeting options such as interests and behaviors, as well as key demographic data such as age and gender. In our opinion, automated targeting works very well, as long as the ads are well implemented. More on this later.

Meta Advantage+ Audience
However, if you definitely want to limit the target audience on certain points, we recommend using audience restrictions. This option is located above Advantage+ Audiences. For example, if you sell a product in Germany that is intended only for women, you can of course select Germany and Female (gender). However, we recommend using this feature with caution, as excessive restrictions can limit the algorithm. You should also always consider whether the desired target audience can also be reached indirectly.

To stay with the example above: Perhaps the women's product is a nice Christmas gift that the partner discovers through the ads. If men were excluded from the campaign, the lucky ones might never have received this gift.