In brief
With Advantage+ audience you no longer draw the audience by hand: Meta looks for the people most likely to act. You can still give it suggestions: a starting point, not a limit.
Why it matters
The system learns quickly from results. It can find people you would not have thought of targeting, especially when the budget is limited. In return you control delivery less, so you need to tell clearly what is suggested from what is imposed.
The main settings
- Suggestions: custom audiences, interests, age and gender. Meta uses them as hints and may go beyond them.
- Controls: location, minimum age and excluded audiences. These limits are respected, even with Advantage+.
- Size gauge: it shows whether the audience is narrow, balanced or broad. The size shown is an estimate.
Pitfalls to avoid
- Believing a suggestion is a rule: Meta may deliver outside it.
- Excluding nothing when some people should not see the ad (existing customers, for example).
- Judging the audience after a few days: learning needs volume.
Key takeaways
- Suggestion = hint. Control = limit.
- The broader the audience, the more freedom Meta has to optimize.
Practice in TRIALO
In an ad set, leave Advantage+ on and add a suggestion. Look at the size gauge, then add a control and compare.