Detailed Meta Advantage targeting is now available for all campaign objectives and optimizations.
The decision to expand access to this automated audience targeting feature comes just weeks after the tech giant announced plans to remove detailed manual ad targeting categories for sensitive topics.
Why we care Leveraging AI in advertising can improve campaign performance for advertisers. However, there is growing concern among some that the potential lack of control can backfire, leading to an inefficient allocation of advertising budgets that becomes difficult to monitor and manage.
What is Advantage detailed guidance? Advantage detailed targeting, a product available in Meta’s Advantage suite of products, leverages AI and machine learning technology to identify a broader range of high-value customers for your campaign than the pool of initially specified audience.
Affected campaigns Meta’s Advantage detailed guidance is now available for:
Campaigns optimized for impressions, video views, reach, engagement or increased ad recall. Campaigns optimized for potential customers. Campaigns optimized for link clicks or landing page views.
next steps To release this update, you’ll need to ask your site developer to make code changes to the Meta Marketing API. Developers have until April 22nd to complete the implementation of these code changes.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid media, retail media and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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