• AI-driven Targeting: Meta's algorithms analyze behavior, engagement, and past conversions to deliver ads to people most likely to act. For instance, showing a music course ad to someone who often watches Reels about music production;

• Advantage+ Audience: uses campaign objectives and existing data to find high-intent users, even beyond chosen demographics or interests. Works best once your Pixel has collected activity data;

• Custom Audiences: built from people who already interacted with your brand (website visitors, content engagers, email subscribers). Ideal for retargeting warm leads;

• Lookalike Audiences: expands reach by finding new users who behave similarly to your best customers, helping scale campaigns effectively;

• Behavior-based Retargeting: shows personalized ads to users based on their actions (e.g., abandoned carts, video views), including tailored product ads or time-limited offers.

Example Workflow:

☐ Create a Custom Audience from past visitors or Instagram engagement;
☐ Build a Lookalike Audience based on your most engaged students;
☐ Use Advantage+ Audience to expand reach beyond manual inputs;
☐ Retarget non-converters with testimonials or exclusive offers.