META’s simplified benefits + campaign settings for sales, leads and app goals, eliminating the target control we used to have on our original audience? This is a claim I have seen from many advertisers. Let’s investigate.
If you have new campaign settings, then this is what you will see when you create a sales campaign…
Previous releases could give you the option of Advantage+ Shopping (phasing out) or manual sales activity…
Advantage+ is simplified, but also works harder to encourage the use of default values. Advertisers’ campaign results show their willingness to accept suggestions from metabudgets, audiences and placement suggestions.
For the purposes of this article, we will focus on positioning. Are advertisers’ control over their audience the same way as previous methods?
We will consider each audience type and all the various factors that affect your control using both methods.
Original audience and advantages+
Before launching the Advantage+ campaign settings, the default targeting option was Advantage+ Audience. Advertisers can exercise strict control over location, minimum age, excluding custom audiences and languages.
Otherwise, advertisers can provide audience advice to help guide the algorithm using custom audiences, same audiences, age range, gender and detailed targeting. However, if these suggestions go beyond the action you want (defined by your performance goals), these suggestions are not considered limiting.
If you want more control, you can “switch to the original audience.” Of course, Yuan was discouraged.
While switching to the original audience will allow you to control the age-old, gender, and custom audience, it can also be a fantasy of controls related to audiences similar to audiences and detailed goals. Depending on performance goals, these audiences may have expanded (detailed in one minute).
New Benefits + Campaign Settings combine audience controls and suggestions into one view.
Links that “further limit ad scope” replace “switch to original audience”. When you click, you will see a similar message, but you can choose to “Switch settings” instead of “Use original audience”.
When switching, it looks like this…
Note that “Advantage + ON” appears in the upper right corner. Before you make further adjustments, you technically still use the old advantage + audience delivery engine.
Let’s use the old original audience method and Advantage+ Campaign settings to browse each audience type to determine if any controls are missing for the new method.
Age range
Using old original audience
You may remember that when using the default advantage + audience, you can only use the minimum age as control (maximum age is the recommendation). In this case, the minimum age you can use is 25. I’ve noticed potential issues with this, depending on your performance goals.
However, if you use the original audience instead, any age range you use will be used as a control – a minimum of 25 more times.
Use Advantages + Campaign Settings
When using recommended settings with Advantage+ campaigns, you can still only set the age minimum to 25 controls. Any maximum will be used as a suggestion.
However, if you click to “Limit the scope of your ads further” and toggle settings, you can set the age range to 30 to 55. By default, this range will be used as a suggestion. However, if the box is unchecked, the age range provided will be a strict control.
Judgment: No substantial change
Although the process looks different, nothing changes here. In either case, the default minimum age is no more than 25 years old unless recommended for use. Advertisers still have the ability to turn off suggestions and set age ranges that will be respected.
gender
Using old original audience
With old settings, gender is just a suggestion when using Advantage+ audience. As a result, if more results you want are expected, you can pass your ads to any gender. While this is not a problem when buying a purchase, it can be a problem for participation-based performance goals.
If you use the original audience instead, the gender will be used as audience control.
Use Advantages + Campaign Settings
Gender is still the listener’s advice when using Advantage+ campaign settings.
If you toggle settings and select gender, it will be used as a suggestion by default. However, by unchecking the box, gender will be used as audience control.
Judgment: No substantial change
There is nothing here. In either case, gender is a suggestion by default and can be changed to Audience Control.
Custom audience
Using old original audience
With old settings, custom audiences can only be considered as suggestions when using Advantage+ audiences. If you want to focus on remarketing your audience, you need to use the original audience instead. Advertisers can then choose “Benefit Custom Audience,” which will automatically expand their audience. If unchecked, custom audiences will be considered control.
Use Advantages + Campaign Settings
Custom audiences are one of the target inputs that are considered as suggestions when using Advantages + Campaign settings. If you toggle settings, your custom audience will be a suggestion by default. However, if the box is unchecked, it will be used as strict control.
Judgment: No substantial change
Once again, you won’t lose anything. Although the steps may have changed, you can still isolate your custom audience when using the new Benefits + Campaign settings. If you want to do pure remarketing without reaching out to people outside your custom audience, you can still.
Looks like an audience
Using old original audience
This is where things get more complicated, but please hang with me.
Any similar audience you provide is considered a suggestion when using Advantage+ audience in the old settings. If you use the original audience instead, how to use your appearance audience depends on the performance goals.
Suppose you used the website conversion location and selected a performance target to “maximize the converted number (or value)”.
In this case, the advantages will be automatically applied to attract people who are beyond your selected audience and cannot be turned off.
However, if you use any other performance targets (such as maximizing link click count, landing page view, or Thruplay view), you can turn off the advantages to make a similar-looking audience a tight control.
Use Advantages + Campaign Settings
When using the new Advantage+ campaign settings, any appearance audience provided is considered a suggestion by default. If you switch settings, the performance goals will be important again.
If you use a website conversion location that sets the performance target “maximize the converted number (or value)” then only viewers are considered as suggestions.
However, if you change the performance target to anything else, there seems to be a checkbox to determine if it looks like a type of audience is a suggestion or an audience control.
Verdict: Language Change
This is where language changes can confuse advertisers. Previously, by default, the advantages might depend on performance goals, thus providing the fantasy of control. But you can’t turn it off. When using Advantage+ campaign settings, by default, Suggestions appear in the same situation.
The question is whether your appearance audience uses the same way if you apply Advantage+ LookAlike or use it as a suggestion. I’ve long argued that they did the same thing, but with different labels.
While these are the same things may still be a mystery, in most semantics. Most importantly, the control level is the same in either case.
Detailed positioning
Using old original audience
How to apply detailed positioning using old methods is variable, similar to the audience. It depends on your performance goals.
Again, any detailed targeting is considered a suggestion when sticking to the default options of Advantage+ audience. However, if you switch to the original audience, you may have additional control.
First, let’s say you use these performance goals:
- Maximize the number/value of the conversion
- Maximize view of landing page
- Maximize the number of links clicks
In any of these cases, the advantage detailed target will be automatically applied. In other words, your audience is expanded to reach people outside of your detailed targeted input. Recall that when using the appearance audience, the conversion is just that.
If you use any other performance targets (unique range, impression, arrival view, etc. per day), you can choose to limit the positioning of the advantage to limit the targets to that group.
Use Advantages + Campaign Settings
When using Advantage+ campaign settings, any detailed targeting inputs you provide are considered recommendations. However, if you switch settings, how to use these detailed positioning inputs will again depend on the performance objectives.
If you use any of the three performance goals mentioned above to convert locations (maximize the number/value of the converted, maximize the number of link clicks, maximize the number of Thruplay views), your detailed target input will be considered as a suggestion.
However, if you switch to any other performance target, detailed positioning is considered as a suggestion by default. You can choose to uncheck the box and use detailed positioning as audience control.
Verdict: Language Change
Just like the audience, the only change is language-based. Whether you are using an old original audience or a new Advantage+ campaign setup, detailed targeting inputs are expanded when used with the same three performance goals. If you use any other performance goals, you can set the detailed targeting input to audience control.
There is no indication that you are losing anything with the Advantage+ Campaign settings.
Final judgment: No out of control
I’ve experienced and confirmed all possible situations. You still have the ability to control your audience by switching to the original audience. Due to audience type and performance goals, in exactly the same case, in both cases, control losses.
As mentioned earlier, the only question is whether using advantage detailed positioning, advantage and advantage customization of audience expansion equals using your input as a suggestion. I have long argued that “suggestion” is just a name change, and both options are confusing.
It is not surprising that such a change was made. The audience expansion has advantages (detailed positioning, appearance and custom audience), which makes people come up with advantages + audience. The problem is that some of these options exist at the same time, which makes advertisers think they are a little different.
Since the Advantage+ Campaign setting is only available for three goals, the old advantage audience expansion brand now continues to survive. But I totally hope they will be eliminated in the end. This would be a good thing because it only creates unnecessary confusion.
If you are alert to the new settings, rest assured that you won’t lose anything. If you want to keep any controls you have previously, you just need to know the steps you need to mimic the previous settings.
now you
Have you tried the Advantage+ Campaign settings? What do you think?
Let me know in the comments below!
