Advantage+ Audience and Original Audience in Facebook Ads

Advantage+ Audience
Last updated: 03/05/2024

When it comes to Facebook Ads, targeting the right audience is crucial for the success of your campaigns.

Facebook recently launched a new targeting option- Advantage+ Audience, how is it different from the Original Audience?

In this post, we’ll dive into what these audiences are, how they work, and the advantages of using each.

What is Advantage Plus Audience?

The Advantage Plus Audience is a sophisticated targeting option that leverages Facebook’s advanced algorithms.

It automatically expands your ad’s reach beyond your predefined audience to find more people who are likely to convert.

Moreover, it’s similar to the optimized targeting in Google Ads, which serves the same purpose – to drive more conversions.

How it Works?

  • Facebook uses machine learning to analyze the behaviors and interests of users who interact with your ad.
  • It then identifies similar users who might not be in your original target audience but share similar traits and behaviors.
  • This dynamic audience adjustment helps maximize your ad’s performance by reaching a broader, yet relevant, audience.

Benefits of Advantage Plus Audience

Advantage+ Audience
Advantage+ Audience

Increased Reach:

  • By going beyond your predefined audience, you can tap into a larger pool of potential customers.

Enhanced Efficiency:

  • Facebook’s algorithm continuously learns and adjusts, ensuring your ads are shown to those most likely to engage.

Better ROI:

  • With improved targeting and increased reach, you often see better return on investment as your ads convert more effectively.

What is Original Audience?

The Original Audience, on the other hand, is the audience you define based on specific criteria.

Most importantly, this could include demographics, interests, behaviors, and more.

How it Works:

  • You manually set the parameters for your target audience based on the data you have about your ideal customers.
  • Facebook then shows your ads to users who match these criteria.

Benefits of Original Audience


  • You have complete control over who sees your ads, ensuring they align precisely with your business objectives.


  • By targeting specific demographics or interests, you can ensure your message resonates with the right people.

Customized Strategy:

  • Allows for highly tailored campaigns that can speak directly to the needs and desires of your target audience.

Comparing Advantage Plus Audience and Original Audience

Flexibility vs. Control:

  • Advantage Plus Audience offers flexibility and automatic optimization but requires trust in Facebook’s algorithms.
  • Original Audience provides greater control and precision but relies on your knowledge of your target market.

Use Case Scenarios:

  • Advantage Plus Audience is ideal for businesses looking to broaden their reach and discover new customer segments.
  • Original Audience works well for campaigns with specific, well-defined target groups where precise messaging is crucial.

When to Use Each Audience Type

Advantage Plus Audience:

  • When launching new products or services and you want to explore a wider market.
  • For campaigns aimed at brand awareness where a broader reach is beneficial.

Original Audience:

  • For retargeting campaigns where you want to reach users who have already interacted with your brand.
  • When you have a niche product or service that appeals to a very specific demographic.

For best results, I would recommend testing both the audience for your campaigns.

See which one is giving you the least cost per results.

Also avoid the pothole of getting cheap leads that are hard to convert. Most of the time, Sales Qualified leads may cost you high CPL.

Conclusion: Choosing the Right Audience for Your Campaigns

Advantage plus audience is suitable for Cold campaigns. And original audience is good to show ads to only the selected audience.

By utilizing both audience types strategically, you can maximize the effectiveness of your advertising efforts and achieve optimal results.

Most importantly, the ability to test, track, and improve is an essential trait.

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