Is Advantage+ Audience better than broad targeting?

The results that we are seeing with Advantage+ Audience are indeed intriguing. That outperforms broad targeting in key areas such as cost per result, conversion rate, and engagement rate, in some tests. However, it would be prudent to consider how the effectiveness of Advantage+ Audience might vary across different industries, product types, or between local businesses versus those with a national reach.

Furthermore, while Meta might allocate a sizeable portion of the budget to Advantage+ Audience in the tests, I'm curious if we also compare the performance data of that campaign against one that utilizes standard interest targeting and that has been optimized through multiple iterations of split testing in the past. It's particularly relevant the question of whether campaigns that have been refined to target specific niches might still yield better results than those same campaigns but with Advantage+ Audience.

In the meantime, we still need more data.

How to use Facebook Ads Dynamic Creative to optimize your ads

If you have some experience in Facebook Advertising, there is a strategy you can use to accelerate the testing phase, using the Dynamic Creative feature.

For those who don't know about it, Dynamic Creative allows advertisers to automatically create multiple combinations of an ad's creative elements, such as images, videos, titles, descriptions, and call-to-actions (CTAs). Instead of manually creating each ad variant, advertisers provide a set of creative assets, and Facebook's AI machine learning algorithm automatically generates various ad combinations, inside that individual ad, and tests them to determine which combination performs best.

This is particularly useful because you can run this for some time and then create a separate ad with all the winning elements to have the best combination in that one ad. Then, you can run another test using the best previous combination elements and test them against different headlines, creatives, titles, CTAs, etc., making a feedback loop to improve performance continuously.

Very importantly, you would want a transition where a new winning combination ad would run for 3–4 days (depending on budget) before pausing the previous ad to prevent a drop-off in results.

This is a balanced strategy between leveraging data-driven insights to capitalize on successful ad combinations and continuous testing to discover even more effective creatives and other elements. In addition to the cautious strategy in the rollout of new ads to prevent any dip in results, allowing a period of overlap with the previous successful ads to maintain performance stability.

How the budget change affects Facebook Ads / Meta Ads campaigns

Changing your Facebook Ads / Meta Ads campaign budgets too often can negatively affect your results. Every time you change the budget, the algorithm needs some time to adapt to the new spending level. This time is shorter the higher the budget because there will be more impressions per day. Therefore, making gradual and proportional changes to your ad budget, rather than raising or lowering it all at once, should be a generally positive practice. This way, you can better measure the effect of your changes and optimize your campaigns to achieve maximum ROI with your audience.