Using First-Party Audiences and Exclusions

John and Ralph discuss leveraging high-quality audience lists as probabilistic suggestions to improve targeting.

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Episode notes

The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.

We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.

However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.

In This Episode:

- Advantage+ campaigns vs. manual setup

- Results from testing Meta’s algorithmic shift

- How is Advantage+ different from PMax?

- Testing Advantage+ for new customer acquisition

- Merging Advantage+ with cAPI imports

- Custom event cAPI imports explained

- Step-by-step process of setting up Advantage+ campaigns

- Inclusions and exclusions with the cAPI strategy

- Regaining control with new creative strategies

Mentioned in the Episode:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/