In case you didn’t figure it out yet, Meta has just pulled the rug from under Advantage+, and if you’re still running your Facebook advertising campaigns like it’s 2023, you’re already lagging behind. The company has been quietly rolling out a seismic overhaul of Facebook Ads, and it’s time to adapt. The changes are fundamental:
- Advantage+ is no longer a single-ad-set campaign; it now accommodates multiple ad sets, enabling more nuanced segmentation within your most scalable mechanism.
- Budget control has been bifurcated, allowing you to toggle between campaign-level and ad-set-level budgets – a game-changer for spend management and scaling winners.
- Audience controls have been reinstated, permitting the exclusion of custom audiences from Advantage+ and rendering it a pure prospecting tool.
- Placement controls have been liberalized, granting you more granular control over devices, placements, and even skippable ad settings.
- Campaign setup logic has been inverted, eliminating the need to opt-in to Advantage+; instead, your setup dictates whether the campaign is treated as Advantage+.
For eCommerce leaders, this means reassessing your architecture:
- Diversify targeting by splitting winners into multiple ad sets within Advantage+, balancing algorithmic efficiency with targeting flexibility.
- Ditch customer budget caps in favor of exclusions – a more flexible and powerful approach.
- Migrate to campaign budget optimization (CBO); ad-set budgets are now anachronistic in performance-driven environments.
- Scrutinize placement performance closely, as “expanded inventory” may compromise brand safety depending on your niche.
The bottom line: Meta is pushing toward a more flexible, intent-based targeting model. However, flexibility without structure leads to chaos. You need a system to navigate this new landscape.
