#1: Embrace change with meta campaigns
Posted: Mon Jan 20, 2025 3:57 am
Advertisers should be open to change by actively jordan b2b leads trying broad targeting on a regular basis rather than just once. "Because the truth is, if it doesn't work, Meta isn't going to keep using it. I mean, they'll improve it or find another solution, but they also need advertisers to be successful," Jon said.
Although Meta doesn’t offer a segment that differentiates between precise and expanded audience results, you can still create two similar Facebook campaigns and easily test manual targeting with Meta’s Advantage+ audiences. If your budget allows, you can also use broad targeting over a certain period of time and see how your conversion rates change.
Jon also recommends using Advantage+ placements, which are open to conversion goals. Advertisers limiting ad placements limit volume and increase costs, hindering automation.
Specifically, retarget audiences such as website visitors into targeting suggestions with Advantage+ Audiences. Meta can then be expanded from there.
Learn about Meta’s strengths + audience
Meta’s Advantage+ campaigns use machine learning instead of manual targeting. The “Audience” version starts with your pixel data to find users who are likely to convert. You can still provide targeting suggestions, but making them broad allows the algorithm to work.
This is similar to advertisers' previous approach to broad targeting, just not as advanced. Now Meta has optimized its AI specifically for a wide range of advertising campaigns.
Although Meta doesn’t offer a segment that differentiates between precise and expanded audience results, you can still create two similar Facebook campaigns and easily test manual targeting with Meta’s Advantage+ audiences. If your budget allows, you can also use broad targeting over a certain period of time and see how your conversion rates change.
Jon also recommends using Advantage+ placements, which are open to conversion goals. Advertisers limiting ad placements limit volume and increase costs, hindering automation.
Specifically, retarget audiences such as website visitors into targeting suggestions with Advantage+ Audiences. Meta can then be expanded from there.
Learn about Meta’s strengths + audience
Meta’s Advantage+ campaigns use machine learning instead of manual targeting. The “Audience” version starts with your pixel data to find users who are likely to convert. You can still provide targeting suggestions, but making them broad allows the algorithm to work.
This is similar to advertisers' previous approach to broad targeting, just not as advanced. Now Meta has optimized its AI specifically for a wide range of advertising campaigns.