If you've implemented campaigns in Meta, you've probably encountered the 'Advantage+' option... and although this tool has been around for several months, not many people use it because they're not very familiar with it.
But what are Advantage+ campaigns? Without further ado, this option allows you to use artificial intelligence to configure some elements of your campaign "automatically," allowing AI to optimize audiences, budgets, and ads.
The end of traffickers and media planners?
Given the uncertainty surrounding the introduction of artificial intelligence to Meta campaigns, it's important to clarify that Advantage+ campaigns aren't intended to replace traffickers, but rather to make some tasks easier for us.
And the application of this tool can still be managed to your liking, meaning you can select which parts of your campaign you want configured with AI, for example: the budget, your audience, or just the placement of your ads, so we could say you still have one hand on the wheel.
So Advantage+ campaigns are the best?
There is no right answer to this question; it all depends on how you use the tool properly:
If you've been running your campaigns for a long time and they've had good results, you could try them using the Advantage+ configuration, as the AI will leverage your campaigns' own learning to optimize your ads and give you better results.
Now, using Advantage+ doesn't mean you should ignore your campaigns and let the platform do everything; you should constantly review their performance.
And if you're starting campaigns from scratch and don't have a track record to back you up, or your segment is very niche, I recommend starting with manual campaigns and then using Advantage+.
The future is now…
Meta's intention is to completely eliminate interest, age, and gender targeting options for your audiences by 2025 or 2026.
The key now is to target your ads based on content, so your communication will need to be much more precise, regardless of whether you're using images or reels.
Don't be afraid to start using this tool, as it will help you optimize tasks and time, which you could use to continue training and improve your skills as a digital campaign creator.
Gerson Acosta