Use of Advantage Plus Audiences with Facebook Ads in 2024

Introduction

• Advantage Plus Introduction:
  • Rolled out in early 2023.
  • Mixed reviews: some praise, some criticism.
  • New feature: Advantage Plus Audiences offering broad targeting (age, gender, location).

Personal Experience and Testing

• Regular vs. Advantage Plus Audiences:
  • Preference for original audiences with Facebook ads.
  • Testing Experience:
    • Observed high frequency in Advantage Plus Audiences.
    • Initial success but issues with long-term scaling.
    • Frequency: Heavy on middle/bottom funnel audiences.
    • Cost per click issues after initial days.

Advantages and Considerations

• Pros of Advantage Plus:
  • Encourages broad targeting, aligning with future trends.
  • Good for beginners unfamiliar with broad targeting.
• Current Practices:
  • Majority of accounts use broad targeting.
  • No use of lookalike or interest audiences since December 2022.

Target Audience

• Who Should Use Advantage Plus Audiences:
  • Ideal for Facebook ad beginners.
  • Suitable for those unaware of broad targeting benefits.

Challenges for Experienced Advertisers

• Drawbacks:
  • High frequency leading to creative burnout and fatigue.
  • Preference for original audiences due to slower decay and fresh impressions.

Recommendations

• For Beginners:
  • Advantage Plus is beneficial for initial exposure to broad targeting.
• For Experienced Advertisers:
  • Original audiences recommended for better control and fresh audience reach.

Future Outlook

• Predictions:
  • Expect improvements and new features from Facebook.
  • Continuous evolution of targeting and ad strategies anticipated.

Conclusion

• Final Thoughts:
  • Advantage Plus is a valuable tool for beginners and intermediates.
  • Advanced users should consider original audiences for maintaining fresh engagements.

Additional Information

• Contact and Services:
  • Offers for mentoring and courses available.
  • Engagement in growing brands from six to seven figures monthly.