In this blog we will cover
The Hidden Secret of Advantage+ And How Facebook Automates Retargeting and Charges You for the Privilege
In the ever-evolving labyrinth of Facebook advertising, nothing is ever as straightforward as it seems.
Enter Advantage+ campaigns - Facebook’s latest bid to automate your ad optimisation, powered by machine learning, wrapped in a promise of efficiency, and sprinkled with a dose of secrecy.
On paper, it sounds like a digital marketer’s dream: Facebook takes care of targeting, optimisation, and retargeting, sparing you the time and effort of fine-tuning your campaigns.
But if you dig deeper, you’ll uncover something far more intricate (and a little sneaky). Advantage+ is quietly doing something that should make every advertiser sit up and take notice.
In this blog we will cover:
Advantage+ Automates Targeting
Facebook Prioritises Warm Leads
New Visitor Percentages Drop
Sustainable Growth Needs Advanced Strategy
Relying Solely On Automation
In this blog we will cover
The Hidden Secret of Advantage+ And How Facebook Automates Retargeting and Charges You for the Privilege
In the ever-evolving labyrinth of Facebook advertising, nothing is ever as straightforward as it seems.
Enter Advantage+ campaigns - Facebook’s latest bid to automate your ad optimisation, powered by machine learning, wrapped in a promise of efficiency, and sprinkled with a dose of secrecy.
On paper, it sounds like a digital marketer’s dream: Facebook takes care of targeting, optimisation, and retargeting, sparing you the time and effort of fine-tuning your campaigns.
But if you dig deeper, you’ll uncover something far more intricate (and a little sneaky).
Advantage+ is quietly doing something that should make every advertiser sit up and take notice.
In this blog we will cover:
Advantage+ Automates Targeting
Facebook Prioritises Warm Leads
New Visitor Percentages Drop
Sustainable Growth Needs Advanced Strategy
Relying Solely On Automation
How Advantage+ Actually Works (and Why It’s Retargeting in Disguise)
When you set up an Advantage+ campaign, Facebook takes the wheel with its AI-driven optimisation algorithms.
The premise? Better efficiency, higher conversions, and less manual effort on your part.
Sounds ideal, right?
Here’s what’s happening behind the scenes:
Targeting the Low-Hanging Fruit
Advantage+ campaigns are designed to find the users most likely to convert. Initially, Facebook casts a wider net and shows your ad to a broad audience.
But once around 10-20% of that audience has been reached, the algorithm pivots.
It begins focusing on those users who’ve shown signs of interest — those who clicked your link, watched part of your video, engaged with your post, or lingered just long enough to be categorised as “warm leads.”
Retargeting Without Telling You:
This shift is effectively a retargeting maneuver. Instead of you creating a retargeting audience manually, Facebook decides when and who to retarget based on engagement signals.
The catch?
They don’t inform you that this is happening. They simply optimise your campaign toward the highest likelihood of conversions, blending broad targeting and retargeting into one seamless (and opaque) process.
Paying More for Better Odds
As Facebook identifies these warm leads — users teetering on the brink of conversion — the cost of serving ads to them rises.
The closer someone is to converting, the more valuable they are, and therefore the more expensive it is to show them your ad. Facebook knows this and charges accordingly.
In essence, Facebook is streamlining your retargeting, but at a premium price and with minimal transparency.
Why Facebook Charges You More Based on Predictive Conversion Probability
To understand the pricing model behind Advantage+, let’s break it down step-by-step.
Facebook’s AI doesn’t just predict who will convert — it predicts how likely each user is to convert.
This predictive power directly influences the auction system and, ultimately, how much you pay.
Here’s what’s happening in the background:
Engagement Signal
Facebook’s algorithms are constantly collecting data points. Did the user click a link?
Watch 50% or more of your video? Comment or like a post? These signals help Facebook determine how engaged a user is with your ad content.
Likelihood of Conversion
Based on historical data and real-time engagement, Facebook assigns each user a “conversion likelihood score.”
The higher the score, the more likely that user is to make a purchase, sign up, or complete your desired action.
Auction Dynamics
Facebook’s ad system is auction-based. When the algorithm identifies a user with a high probability of converting, the demand for that impression spikes.
Multiple advertisers might be competing for that same high-intent user, driving up the cost per impression.
Optimised Pricing
In Advantage+ campaigns, Facebook’s AI prioritises serving ads to these high-converting users, but it doesn’t do it for free.
The better the AI predicts a conversion, the more you’ll pay to reach that user. In short, you’re paying for Facebook’s ability to predict success.
While this system can deliver great short-term results, it often means higher costs for those valuable impressions. Facebook’s AI might be optimising for efficiency, but it’s also optimizing for Facebook’s bottom line.
The Slightly Sneaky Upside
Advantage+ campaigns can be a double-edged sword. On one hand, Facebook’s automation can lead to impressive results:
Higher Efficiency
The AI handles the heavy lifting of audience targeting and retargeting.
Reduced Manual Effort
You don’t have to spend hours fine-tuning your audiences.
Quick Wins
By focusing on high-converting users, you may see faster ROI.
However, there’s a catch:
Less Control
You’re handing over the reins to Facebook. You won’t know who is being retargeted or when the AI makes these decisions.
Higher Costs
Those optimised impressions come at a premium. The more likely a user is to convert, the more expensive it is to reach them.
Dependence on the Black Box
Facebook’s AI operates as a black box. You’re trusting that it’s optimising in your best interest, even though Facebook’s ultimate goal is to maximise its own revenue.
While Advantage+ campaigns can be effective, they don’t necessarily set you up for long-term growth.
New Visit Percentages Are Tanking with Advantage+
Here’s the kicker: when you rely solely on Advantage+ campaigns, your percentage of new visitors plummets.
Why?
Because Facebook’s AI is laser-focused on converting people who are already familiar with your brand. This means it prioritises retargeting over reaching new, cold audiences.
As a result:
Fewer New Prospects
Your ads are mostly shown to users who’ve already engaged. New potential customers remain untapped.
Stagnant Growth
Without a steady stream of new visitors, your audience pool dries up. You’re left retargeting the same people over and over.
Diminished Long-Term Potential
While you might enjoy short-term conversions, your ability to scale and grow your customer base is severely limited.
Why Relying on Advantage+ Alone is Risky for Long-Term Growth
Facebook’s Advantage+ might offer quick wins, but it can leave you trapped in a cycle of retargeting the same visitors, stunting your long-term growth.
Sustainable success requires expanding your reach and consistently bringing in fresh, high-converting audiences.
Our agency specialises in crafting strategies that combine smart targeting, advanced audience insights, and precision retargeting to help you achieve scalable growth.
Attracting High-Value New Customers Through Data-Layering
We proactively monitor your new visit percentages to ensure you’re not stuck retargeting the same leads.
Using advanced social listening tools, we identify untapped audiences from a single keyword search or trending topic.
This allows us to build a multi-layered profile of your ideal customer, incorporating behavioural, demographic, and engagement data.
Instead of relying solely on Facebook’s automation, we create a ‘data-layering audience’ approach to reach cold prospects who are primed to become your next loyal customers.
Precision Retargeting and Awareness Sequences
Rather than leaving retargeting to Facebook’s opaque AI, we develop tailored
awareness sequences that guide potential customers through strategic touch-points.
By leveraging insights from your layered audience data, we ensure retargeting efforts are hyper-relevant and cost-effective.
This keeps you from overpaying for impressions and ensures you’re connecting with the right leads at the right time.
Content That Converts and Resonates
Our high-impact copy and visuals are designed to convert, not just attract attention. By understanding your multi-layered audience profiles, we create messaging that resonates deeply, addressing specific pain points and desires.
This ensures new visitors are nurtured effectively through your funnel, leading to meaningful conversions and customer loyalty.
Diversified Multi-Channel Ad Strategies
To avoid the pitfalls of Facebook’s black-box automation, we diversify your campaigns across Google Ads, TikTok, LinkedIn, and other platforms.
This multi-channel approach ensures you’re consistently reaching new, high-intent audiences and maintaining a healthy pipeline of prospects.
Continuous Monitoring and Strategic Insights
We don’t set it and forget it.
Our team continuously tracks your new visit percentages and audience engagement, adjusting strategies in real-time to maintain a balanced flow of new and returning visitors.
This data-driven approach ensures your campaigns stay optimised for long-term growth and scalability.
By blending advanced targeting, precision retargeting, and multi-channel strategies, we help you beat the algorithm and create a sustainable growth engine.
Automation Isn’t Enough — Advanced Strategy is Essential
With Meta limiting data-sharing, collecting first-party data is more crucial than ever for maintaining effective marketing campaigns.
To build a reliable database of potential customers, offer valuable resources that encourage sign-ups and establish your brand as a helpful authority in the health and wellness space.
Examples of effective lead magnets include:
Free Wellness Guides
Provide downloadable guides like “Download our 7-day meal plan for better energy” or “The ultimate guide to natural immunity boosters.”
These resources give your audience immediate, practical value while collecting their email addresses for future engagement.
Exclusive Webinars
Host informative sessions such as “Join our free webinar on mindfulness techniques for stress relief” or “Top 10 exercises to manage anxiety.”
Webinars allow you to interact directly with your audience, offering them expert insights in exchange for their contact information.
To maximise sign-ups, create targeted landing pages that address your audience’s specific needs and concerns.
Use commonly searched questions and long-tail keywords to attract organic traffic.
For example:
“What are the best natural supplements for sleep?” — a detailed guide or checklist on sleep-enhancing vitamins and herbs.
“How can I reduce anxiety without medication?” — a blog or video featuring holistic approaches like meditation, breathing exercises, and lifestyle tips.
These long-tail keyword phrases not only improve your search engine rankings but also help you provide the specific information your audience is actively searching for.
This strategy drives relevant traffic, builds trust, and keeps your brand top-of-mind for future conversions.
Do You Need Help?
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We have over a decade of experience in the marketing and digital marketing industry.
If you want a serious professional to join your team and grow your business systematically or if you have any individual tasks that you need completed then please get in touch with us.
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