How ad platforms work, what algorithms optimise for, and when to override them. The three platforms you will use most, and what each is good at.
Facebook and Instagram advertising. Advantage+ is Meta's AI-driven campaign type that automates audience selection, placement, and creative testing. You set the objective and constraints, it handles delivery.
facebook.com →Search, display, YouTube, and shopping ads in one campaign. Performance Max uses AI to allocate budget across all Google surfaces. Strong for intent-based targeting where people are already searching.
ads.google.com →Short-form video advertising. The algorithm is aggressive about finding audiences based on content engagement, not declared interests. Good for reach and awareness with younger demographics.
ads.tiktok.com →Your role is to define what success actually means before the campaign starts. You set the constraints. Then you watch. Not to tinker with every setting, but to catch the things the AI gets wrong.