Uh oh. There’s been an update to Advantage+ Catalog Ads.
Here’s what you need to know…
The Change
When creating an Advantage+ Catalog Ad (formerly Dynamic Ads, which were formerly Dynamic Product Ads), you may see this message in the ad set targeting:
Using custom audiences to find prospective customers or retarget ads. Audience types are going away, but you can continue to retarget ads or find prospective customers by creating custom audiences using catalog as your source.
I couldn’t find a screenshot of Audience Types that’s anywhere close to recent, but this is where you could previously select either retargeting engagement with your catalog or choose to reach new customers only (I think??).
From 2019…
With this option removed, your ads will automatically be distributed between prospecting and remarketing audiences by default. But if you want to target or exclude people who engaged with your catalog, you still can.
Replicate Audience Types
To accomplish this, switch to original audiences and use catalog custom audiences for targeting. These custom audiences allow you to select the following information:
- Source
- Product Set
- Events
- Audience Retention
This way, you can easily target or exclude the people who engage with your catalog (or a specific product set) as you did previously.
Just another example of Meta advertising moving away from advertiser control and towards more automation.
