Running Meta Ads (Facebook and Instagram) can feel like a guessing game, especially when you’re trying to decide between Meta’s automated Advantage+ targeting and your own manual targeting setup. At SMR Social, we manage ad campaigns for businesses of all shapes and sizes, and one question we’re constantly asked is: Which targeting method should I use?
Let’s break it down.
What is Advantage+ Targeting?
Advantage+ is Meta’s automated targeting feature that uses machine learning to decide who should see your ad. Instead of defining your audience manually, Meta uses its data to show your ad to people it believes are most likely to convert. This can be incredibly powerful when used in the right context.
When to Use Advantage+ Targeting
We generally recommend using Advantage+ targeting in the early stages of a campaign, especially when your target audience is large. For example:
- National or international targeting
- Broad interest or industry segments
- Products or services with wide appeal
But here’s the key: you need to feed the algorithm with variety. That means:
- Multiple versions of ad copy
- A selection of video scripts or creatives
- A clear and consistent campaign objective
This gives Meta plenty of material to learn from and optimise. Once Meta finds out who responds best to your content, it tends to get better and better at serving your ad to the right people. In fact, many of our most successful campaigns have started with Advantage+ targeting and gone on to outperform any manual campaigns we tried afterwards.
When Manual Targeting is the Better Option
However, Advantage+ isn’t perfect. Sometimes Meta just can’t figure it out, especially when your target audience is narrow. For example:
- Local businesses targeting a single town or region
- Niche offers for specific job roles or communities
- Campaigns with limited budget and reach
When your audience is small, there simply aren’t enough users for Meta’s AI to effectively learn from. In these cases, we recommend switching to manual targeting.
Define your audience yourself:
- Choose specific locations
- Select relevant interests or behaviours
- Narrow down age groups and demographics
This way, you make sure your ad is being seen by the people who are most likely to care.
Our Advice at SMR Social
Start with Advantage+ when:
- You’re targeting a broad or national/international audience
- You have enough budget to give Meta time to optimise
- You’ve created multiple pieces of ad copy and video content
Switch to manual targeting when:
- You’re focusing on a small, local area
- Advantage+ isn’t bringing in results
- You need more control over who sees your ads
Remember, Meta Ads isn’t a set-and-forget strategy. It takes ongoing management, testing, and adjustments to get the best performance.
Want Help Choosing the Right Strategy?
If you’re a small business owner and want help running effective Meta ad campaigns, we’d love to chat. At SMR Social, we can handle everything from strategy and targeting to creative and reporting, so you can focus on running your business.
Contact SMR Social today and let’s make your next ad campaign a success.