17 Mar Meta Advantage+ Updates: 3 Key Changes for Marketers
Stand aside, TikTok. Facebook is still king when it comes to many companies’ marketing strategies. In fact, 40% of marketers cite Facebook as one of their top three drivers of ROI when it comes to social media platforms. They also report that the platform has the highest ROI of any social media space.
As such, Meta Advantage+ has become an industry standard. And Meta Advantage+ may have just gotten a little smarter, too. Recently, there have been some new Advantage+ AI rollouts that mean marketers now have even more “advantages” at their disposal.
Let’s take a look.
What Is Meta Advantage+ Anyway?
Meta Advantage+ is Meta’s suite of AI-powered ad tools that help advertisers get the best possible results by reaching more prospective customers and placing fewer yet more efficient campaigns.
It’s essentially a triple threat that saves you time, money, and effort.
Meta Advantage+ results speak for themselves:
- 32% of businesses saw an increased return on ad spend when using Advantage+ shopping campaigns.
- 26% of businesses saw improvement in average cost per acquisition when using Advantage+ app campaigns.
- 14% of businesses had more incremental purchases per dollar spent when using Advantage+ creative.
- Businesses experienced a 5X increase in reach when using Advantage+’s custom audience.
Meta Advantage+ Updates: Three Things to Know
When it comes to the latest AI-powered targeting and tracking updates for Meta Advantage+, there are three fundamental changes to know.
- A new, streamlined Meta Advantage+ campaign setup means more campaigns can benefit from the AI optimizations that are driving performance for Advantage+ shopping and app campaigns.
- The introduction of Advantage+ leads campaigns to bring in AI optimizations to help advertisers find the highest quality leads.
- The expansion of opportunity scores for more advertisers to improve ad performance.
Let’s look at each one of these in greater detail — and explore how each could impact and optimize your marketing strategies.
Meta Advantage+ Campaign Setup
Since the introduction of Meta Advantage+, marketers have been able to maximize the performance of their Instagram and Facebook ad campaigns with the power of AI. Advanced AI solutions are helping make the perfect match — serving ads to the people most likely to take action — at the most cost-effective investment. Now, with the new Advantage+ campaign setup, Meta aims to help even more businesses maximize performance with Advantage AI.
The primary difference with this new setup is that marketers no longer have to choose between running a manual campaign or an Advantage+ shopping campaign (ASC+). That means all sales, app, and leads campaigns can benefit from AI optimizations.
You’ll know that AI optimizations are being applied when you see the Advantage+ “on” label for your campaigns that use Advantage+ audience, placement, and campaign budget. This should pop up in your Facebook ads manager.
Also, look for Advantage+ shopping campaigns to be renamed as Advantage+ sales campaigns. This renaming better reflects the full range of advertisers that can benefit from this tool.
Meta Advantage+ Leads Campaigns
Finding high-quality leads is a consistent goal and challenge for many marketers. Now, Meta Advantage+ has an “easy button” — or an easier button for this, too. The new Advantage+ leads campaigns allow marketers to apply campaign automation to efficiently find top-quality leads — with the help of AI.
Early results are in — and, in testing, the leads campaigns that had Advantage+ “on” delivered an average of 10% lower cost per qualified lead compared to campaigns with it “off.”
Opportunity Scores Expansion
This one may give you flashbacks to elementary school, but the opportunity score in Ads Manager is a new tool that will provide you with instant feedback on your marketing campaigns.
It offers a 0 to 100-point score that’s unique to you. Your score will help educate you on how well your campaign is set up to capitalize on performance. But that’s not all.
Your score also comes with recommendations for how you might be able to improve performance — including advice for integrating the Advantage+ suite — and notch up that score in just a few clicks.
How to Adjust Your Marketing Strategies
The latest AI developments in the world of Meta Advantage+ potentially mean enhanced efficiency and improved performance — and ultimately a more favorable ROI. To maximize these potential advantages, you may want to consider the following:
- Embrace AI with Oversight: The insights gleaned from Meta Advantage+ AI can powerfully inform and automate strategy while reducing the manual workload that’s associated with campaign setup and management. But it’s still important to keep some measure of human oversight to ensure everything stays on track and is aligned with your brand.
- Monitor Regularly: The ongoing review of your campaign performance is critical to help identify areas where adjustments could be necessary. This will ensure that the AI-driven insights align with your marketing strategies and business objectives.
How Threadgill Agency Can Help
Continuously adapting to AI-driven tools like Meta Advantage+ is essential for staying competitive in digital advertising. But trying to continuously learn Facebook ads and keep up with AI developments that impact Facebook ads manager — and so much more — is no easy feat.
At Threadgill Agency, our team of experts specializes in helping businesses big and small navigate the complexities of AI-driven advertising, Facebook ad updates, and more. Our digital marketing solutions include:
- Paid Social: We place integrated campaigns that not only use the social media of the day, but predict and plan for what comes next.
- Custom AI Integration: We tailor Meta Advantage+ AI tools to meet your unique business goals, ensuring everything is fully integrated and aligned.
- Strategic Management and Tracking: It’s often a numbers game, and we know them — right down to the decimal point. We provide continuous management, monitoring, and analysis to balance the benefits of AI automation with personalized marketing strategies.
By partnering with Threadgill Agency, you can confidently optimize your marketing strategies across Meta Advantage+ and beyond.