The ability to target ads specifically for my products, not just in general (which I dislike).The tool is really easy-to use once you get used to it! Everything worked great until they changed their platform recently; now there are problems with some of our campaigns going down or freezing up at times which we can't figure out why. We have been using this product since 2010 when they started creating more targeted advertising options that were tailored towards businesses like ours who sell custom made items.