When using Meta Ads, the ‘Advantage+ audience’ targeting is the default setting, and it comes with built-in retargeting capabilities. Here’s what you need to know to use it effectively.
Meta’s ‘Advantage+ audience’ targeting leverages AI to find and engage your ideal audience—those most likely to respond to your ad. This targeting relies on data sources such as:
- Meta Pixel data
- Past conversions
- Interactions with previous ads
By analyzing this data, Meta identifies people who are likely to convert based on their past behavior. However, this also means your ads may be shown to retargeting segments like past customers or users who interacted with your previous ads.
With ‘Advantage+ audience’ targeting, retargeting is inherently part of the mix. Even if you try to exclude retargeting audiences, it’s impossible to completely filter out people who have interacted with your brand before.
For example:
- Past conversions include customers who have already bought from you.
- Interactions with previous ads encompass users who engaged with your past campaigns.
This overlap is important to understand when planning your campaigns.
While marketers often exclude retargeting audiences to focus on new customers, doing so may limit performance. Retargeting is powerful for repeat purchases and better conversion rates.
Tip: If you exclude retargeting audiences, ensure you run dedicated retargeting campaigns to capture high-value opportunities.
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