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For most businesses, Advantage Plus Shopping Campaigns tend to deliver superior results, particularly when there is significant conversion data in the ad account. For businesses starting out or those with minimal conversion data, the Manual Sales Campaign with Advantage Plus Audience targeting offers a balanced approach, providing Meta with sufficient direction without compromising reach.
In cases where a precise audience is required—like retargeting individuals at specific stages of the sales funnel—Original Audience strategies may apply. Nonetheless, use caution and remain adaptable. Regularly assess your strategy—what works now may not work in the future, and the platform will continue evolving.