Looking to get a better understanding of Meta’s various ad automation upgrades, which are being continually enhanced with AI?
This will help. Last week, as part of its Agency Summit event, Meta published a new overview of its AI-based “Advantage” ad suite, which includes all of its AI tools to help optimize your campaigns.
Many advertisers have been driving success with Meta’s Advantage+ campaigns, which can now, effectively, automate the entire campaign process, from creative to targeting to bidding.
And while that might feel like you’re handing over too much control to Meta’s robots, the results speak for themselves.
Meta provides some more insight into this into its latest 14-page guide. You can download the full guide here, but in this post, we’ll take a look at the key notes.
First off, Meta provides an overarching view of all of the elements included within its Advantage suite.
So you can choose to go fully or semi-automatic, by using its Advantage tools for specific elements.
Which, as noted, has been driving results:
A big part of this improved performance is audience expansion, and showing your ads to more people that your own targeting may have missed.
Meta’s systems are much better at tracking many more response types that relate to purchase activity. So while your own targeting parameters will help you reach the audience that you’re aware of for your business, Meta’s systems know more about each person’s individual preferences and behaviors, which could help you reach a more active audience, that you didn’t even know existed.
Advantage ads can also customize your creative and messaging for different groups.
So the advantage of Advantage is that Meta’s systems are able to process many more response elements, and factor that into the ads that it displays, which ensures better engagement from a broader audience.
Which makes sense. The key strength of AI systems is that they can sort through masses of information much faster than a human can, and in an ad response context, that means more accurate, active targeting, reaching into new audiences that your own data doesn’t see.
Maybe that makes it worth an experiment, and this guide could help you get a better understanding of what’s on offer with Meta’s automated ad tools.
You can download Meta’s latest Advantage overview here.
