Meta introduces new AI and automation tools to help advertisers maximize their ad spend.
Meta launches new tools to help small business advertisers take advantage of advances in AI and automation.
Small businesses can now use Meta’s Advantage+ ad technology when creating ads via Facebook Pages.
Advantage+, Meta’s most advanced automation and AI offering for advertisers, is available exclusively for full campaigns. Now used when serving individual ads.
Plus, Meta builds on Advantage+ with new features for Shopping campaigns, App campaigns and more.
Here is an overview of all the updates for meta advertisers.
Meta Advantage+ For Small Business Ads
Small businesses can now use Advantage+ Creative and Advantage Audience to create ads through their Facebook Pages.
When you use the Advantage+ theme, ads are automatically adjusted for everyone who sees them. Meta shows individual users the version of the ad they are most likely to respond to.
Advantage Audience enables companies to more effectively target ads to the right people. Meta creates a custom ad serving audience using details from the company’s Facebook page.
These tools are available starting today.
Meta states in the blog post:
“In a study of 15 A/B2 tests, we found that Advantage+ Shopping campaigns resulted in 12% lower cost-per-purchase conversions compared to Business-as-Usual (BAU) advertisers. With these savings, companies can reinvest in their marketing strategies and drive customer acquisition and sales more effectively.”
The Advantage+ Shopping campaign will launch on August 15th for ecommerce and retail advertisers.
Later this year, US businesses with payments-enabled stores will have the opportunity to add their stores as destinations for their Advantage+ shopping campaign.
Campaign Updates For The Meta Advantage+ App
Meta is releasing a series of updates to its existing Advantage+ solution.
The Advantage+ app campaign will receive the following updates:
- More creative flexibility with asset mounts and improved stability
- 7 day click attribution
- Split Test Opportunity
More detailed reporting information with regional and ad-level data
Better Results For Advertisers?
It’s no secret that Facebook’s ad-targeting capabilities took a major hit when Apple allowed users to block trackers on iOS. As a result, Meta ad revenue growth started to slow down.
Meta’s latest quarterly report revealed that the company experienced its first decline in advertising revenue. Meta is under pressure to outperform in the next quarter.
Giving small business advertisers advanced targeting capabilities can give Meta the boost it needs in the short term. The question is whether this decision will deliver long-term results for advertisers.
The next quarterly Meta report will be interesting because it will show us whether advertisers are selling on Advantage+.
Featured Image: Dima Solomin/Unsplash