Advantage+ is Meta's name for its automated campaign and ad features. Advantage+ sales campaigns are built for purchases. Most people still call them ASC.
What Meta automates
- Audience: broad by default. You can add suggestions, but Meta goes beyond them.
- Placements: all of Facebook, Instagram, Messenger and the Audience Network.
- Budget: spread across ads automatically.
What's left for you
Mostly the creative, the offer and the budget. With targeting automated, the ads you give the campaign decide who it reaches. That's why accounts running Advantage+ need a steady supply of genuinely different ads.
More: Meta account structure for creative testing and testing vs. scaling campaigns.
Related: Meta Andromeda, broad targeting, CBO.
