The transition to AI-powered targeting is one of the biggest shifts in performance marketing. Meta's Advantage+ audience is symbolic of this change, as the functionality is now Meta's primary tool for automating audience discovery. This update significantly impacts how performance marketers approach campaign setup and optimization.
📢 We’re delighted to announce that we have implemented native support for Advantage+ audience across campaign creation workflows in Bïrch.
This article explores our integrated Advantage+ audience functionality and how you can leverage this to scale faster and smarter ad campaigns in Bïrch.
If you’d like to learn more about the practical application of Advantage+ functionality across Meta advertising, read our complete guide to using Meta Advantage+ for automated ads optimization.
Key takeaways
- Advantage+ audience is the future: Advantage+ audience is Meta’s core direction, reducing the complexity of audience targeting and improving performance by minimizing manual interference.
- A clean workflow in Bïrch: With native support, the entire campaign launch workflow, from Bulk Upload to Creative Testing, can be built and managed directly within Bïrch, without the friction of manual checks in Ads Manager.
The industry is changing: The rise of Advantage+ and similar AI-powered tools is eliminating the need for third-party platforms that previously specialized only in automated targeting and bidding, allowing the focus to shift to higher-level strategy and creative testing.
Why Meta's shift to AI targeting demanded a Bïrch update
The integration of Advantage+ audience was a necessity for us, as Meta have made this the default functionality for audience targeting (though legacy targeting options are still available, for now).
1. Following Meta's direction
Meta is explicitly encouraging, and increasingly defaulting to, its Advantage+ tools across its Ads Manager interface. The shift is clear: Meta is positioning Advantage+ as the preferred and, likely, the sole future solution for campaign optimization.
Reinforced Position: Meta now describes the classic (non-Advantage+) with wording that suggests "reduced ad performance" and even indicates that metrics may be lower when using this option. This powerfully reinforces our impression that Advantage+ is the new default.
2. Performance benefits
Our customers that have started to adopt Advantage+ audience are reporting improved campaign performance and efficiency gains. Here are some recent quotes taken from customer meetings related to their Advantage+ audience improvements:
3. Simplified, scalable targeting
From a product perspective, Bïrch sees Advantage+ as a major step toward fully automated campaign types, with the core benefit being a significant simplification of audience targeting. This philosophy, articulated by our Product Designer, Nikita Cheremin, means shifting the advertiser's effort from manual audience hunting to strategic constraints.
This approach greatly reduces the need to test multiple audiences manually, making it perfectly suited for scaling campaigns. Instead of building complex audience stacks, advertisers now focus on applying necessary restrictions, like legal requirements in a target country, or excluding non-relevant locations, and optionally providing signals to guide the algorithm toward precise results. The AI handles the messy, repetitive work of optimization and audience discovery.
What Advantage+ audience means for you in Bïrch
Advantage+ audience is an AI-powered system that uses machine learning to find people most likely to achieve your campaign objective. Rather than relying on highly explicit audience inputs, you provide Audience Controls (hard borders like location or minimum age) and optional Audience Suggestions (hints like interests or Custom Audiences) to guide Meta's AI.
The Bïrch implementation lets you manage this powerful feature with the control and flexibility you need for high-volume, performance-driven campaigns.
Not quite ready for Advantage+ audience?
We understand the fear and scepticism surrounding AI-driven ad management. It’s a big change! It’s important for you to know that, right now, the traditional audience targeting options you’re used to in Meta are still available in Bïrch.
With Bïrch, you can:
- Still use the traditional audience targeting methods you’re used to. For as long as Meta offers this functionality, you’ll be able to use it here in Bïrch.
- Enable Advantage+ audience directly within the campaign creation workflow.
- Apply necessary restrictions such as minimum age requirements or exclude languages and locations not relevant to your business.
Provide additional signals to guide the algorithm toward more precise results in areas where performance is expected to be stronger.
FAQs
The transition to AI-powered targeting is one of the biggest shifts in performance marketing. Meta's Advantage+ audience is symbolic of this change, as the functionality is now Meta's primary tool for automating audience discovery. This update significantly impacts how performance marketers approach campaign setup and optimization.
📢 We’re delighted to announce that we have implemented native support for Advantage+ audience across campaign creation workflows in Bïrch.
This article explores our integrated Advantage+ audience functionality and how you can leverage this to scale faster and smarter ad campaigns in Bïrch.
If you’d like to learn more about the practical application of Advantage+ functionality across Meta advertising, read our complete guide to using Meta Advantage+ for automated ads optimization.
Key takeaways
- Advantage+ audience is the future: Advantage+ audience is Meta’s core direction, reducing the complexity of audience targeting and improving performance by minimizing manual interference.
- A clean workflow in Bïrch: With native support, the entire campaign launch workflow, from Bulk Upload to Creative Testing, can be built and managed directly within Bïrch, without the friction of manual checks in Ads Manager.
The industry is changing: The rise of Advantage+ and similar AI-powered tools is eliminating the need for third-party platforms that previously specialized only in automated targeting and bidding, allowing the focus to shift to higher-level strategy and creative testing.
Why Meta's shift to AI targeting demanded a Bïrch update
The integration of Advantage+ audience was a necessity for us, as Meta have made this the default functionality for audience targeting (though legacy targeting options are still available, for now).
1. Following Meta's direction
Meta is explicitly encouraging, and increasingly defaulting to, its Advantage+ tools across its Ads Manager interface. The shift is clear: Meta is positioning Advantage+ as the preferred and, likely, the sole future solution for campaign optimization.
Reinforced Position: Meta now describes the classic (non-Advantage+) with wording that suggests "reduced ad performance" and even indicates that metrics may be lower when using this option. This powerfully reinforces our impression that Advantage+ is the new default.
2. Performance benefits
Our customers that have started to adopt Advantage+ audience are reporting improved campaign performance and efficiency gains. Here are some recent quotes taken from customer meetings related to their Advantage+ audience improvements:
3. Simplified, scalable targeting
From a product perspective, Bïrch sees Advantage+ as a major step toward fully automated campaign types, with the core benefit being a significant simplification of audience targeting. This philosophy, articulated by our Product Designer, Nikita Cheremin, means shifting the advertiser's effort from manual audience hunting to strategic constraints.
This approach greatly reduces the need to test multiple audiences manually, making it perfectly suited for scaling campaigns. Instead of building complex audience stacks, advertisers now focus on applying necessary restrictions, like legal requirements in a target country, or excluding non-relevant locations, and optionally providing signals to guide the algorithm toward precise results. The AI handles the messy, repetitive work of optimization and audience discovery.
What Advantage+ audience means for you in Bïrch
Advantage+ audience is an AI-powered system that uses machine learning to find people most likely to achieve your campaign objective. Rather than relying on highly explicit audience inputs, you provide Audience Controls (hard borders like location or minimum age) and optional Audience Suggestions (hints like interests or Custom Audiences) to guide Meta's AI.
The Bïrch implementation lets you manage this powerful feature with the control and flexibility you need for high-volume, performance-driven campaigns.
Not quite ready for Advantage+ audience?
We understand the fear and scepticism surrounding AI-driven ad management. It’s a big change! It’s important for you to know that, right now, the traditional audience targeting options you’re used to in Meta are still available in Bïrch.
With Bïrch, you can:
- Still use the traditional audience targeting methods you’re used to. For as long as Meta offers this functionality, you’ll be able to use it here in Bïrch.
- Enable Advantage+ audience directly within the campaign creation workflow.
- Apply necessary restrictions such as minimum age requirements or exclude languages and locations not relevant to your business.
Provide additional signals to guide the algorithm toward more precise results in areas where performance is expected to be stronger.
FAQs
The main benefit is a significant simplification of audience targeting, which reduces the need to test multiple audiences and makes it highly suited for scaling campaigns quickly and efficiently.
Yes, but Meta uses detailed interests and Custom/Lookalike audiences as suggestions (directional hints) rather than strict constraints. They are used to guide the algorithm, not restrict delivery, which is why the AI can still expand its reach when it predicts better performance. You can, however, set hard controls for locations, minimum age, and exclude Custom Audiences.
Yes. You’re able to use Advantage+ audience in Bïrch or the traditional audience targeting options you’re used to. We’ll continue to offer this functionality for as long as it’s available in Meta.
Here’s Meta's official help page on Advantage+ audience and related content: https://www.facebook.com/business/help/273363992030035?id=1629569087788063
