In digital advertising, audience targeting has always been both an art and a science. But what if the science just got smarter – a lot smarter?
We’ve had clients ask us: “Is Meta’s Advantage+ audience actually any good?” And after managing hundreds of campaigns and watching results roll in – our answer is a resounding yes. In fact, we’d go as far as saying it’s becoming one of the most effective ways to target high-performing audience segments on Meta platforms.
Here’s why…
What is Meta’s Advantage+ Audience?
Meta Advantage+ Audience is part of Meta’s AI-powered suite of advertising tools that takes the guesswork out of audience targeting. Instead of manually selecting demographics, interests or behaviours, Advantage+ uses your historical performance data, real-time engagement signals and on-platform behaviour to serve your ads to the people most likely to take action.
In other words: you set the goals and guardrails – Meta’s AI does the rest.
So… how smart is it really?
From what we’ve seen across client campaigns, it’s pretty smart and it’s only getting smarter with every campaign you run.
Here’s why:
-
It learns from your past performance. The more data you feed it – via Meta Pixel, SDK events or conversion history – the better it gets at finding your ideal customer.
-
It adapts in real-time. Advantage+ dynamically shifts your targeting based on who’s converting now, not who you think will convert.
-
It’s efficient. You can launch campaigns with broad settings (like just location and age), and the AI will drill down to find the segments that are driving the best results.
We’ve seen performance steadily improve across client accounts as Advantage+ continues learning. Campaigns we’ve run through Advantage+ have delivered stronger results, lower CPAs and better return on ad spend with less manual adjustment.
Where Advantage+ Audience shines
-
Audience Expansion at Scale: Ideal for brands looking to grow beyond their niche.
-
Retargeting: Automatically zeroes in on high-intent users using pixel and app data.
-
Time-Saving: Spend less time building and refining audiences, more time on creative and strategy.
-
Data-Driven Decisions: Lets the algorithm optimise based on actual performance data – not assumptions.
Is it perfect? Not quite.
While we’re huge fans, Advantage+ isn’t for every situation.
If your brand has very specific audience needs (like a B2B company targeting C-suite executives in a niche industry), you might still prefer the control of manual targeting. Similarly, if you want to strictly allocate spend across geographic regions or placements, Advantage+ can sometimes go off-script.
And while the Advantage+ creative and placement features are getting better, they’re not quite as refined. We recommend keeping creative and placement strategy semi-manual if brand control is critical.
Keep in mind: Meta’s AI is brilliant – but not magical. It still needs you to guide the overall strategy.
There’s no doubt that leveraging social media is one of the best ways to rapidly grow your business. You’ve seen companies that have skyrocketed [...]
Harnessing the Power of Social Media Crowdsourcing for Your Brand In today’s digital landscape, crowdsourcing has emerged as a powerful tool for brands looking to innovate, [...]
Combat Ad Fatigue with Aston Digital: Revitalise Your Advertising Marketing Campaigns Is your marketing campaign suffering from ad fatigue? At Aston Digital, we’re here to help [...]
Social media is one of the essential elements for success in business. When a company has a strong social media plan, the pathway to success is clearly [...]
Social Media Monitoring and Measurement Social Media creates a mountain of data and mountains of possibilities, but without the proper strategy and technology in place to capture [...]
There’s no doubt that leveraging social media is one of the best ways to rapidly grow your business. You’ve seen companies that have skyrocketed [...]
Harnessing the Power of Social Media Crowdsourcing for Your Brand In today’s digital landscape, crowdsourcing has emerged as a powerful tool for brands looking to innovate, [...]
We get it. There are some terms that mean very different today as they did before. Because of this, Aston Social has created a little bit of [...]
Combat Ad Fatigue with Aston Digital: Revitalise Your Advertising Marketing Campaigns Is your marketing campaign suffering from ad fatigue? At Aston Digital, we’re here to help [...]
Social media is one of the essential elements for success in business. When a company has a strong social media plan, the pathway to success is clearly [...]
Creating a new product is easy but how do you share that product with the world? When an entrepreneur is enthused with the idea of a product, [...]
The terms “brand image” get thrown around a lot by agencies, in an attempt to justify a particular marketing strategy, tactic or campaign. Almost akin sometimes to [...]
No matter what industry you’re in, building trust with your audience is a crucial factor in building a loyal community. It takes more than just inspiring people's [...]
Do you remember the early days of Facebook? When we used to ‘Become a fan’ of Pages, ‘Poke’ each other and write on each others’ Walls? Looking [...]