Automation offers increased speed and convenience in executing tasks that would otherwise be time-consuming and labor-intensive. Artificial intelligence (AI) encompasses the capability to process information and make intelligent decisions, mirroring human cognition. When combined, AI and automation streamline paid advertising on social media, simplifying campaign management and yielding impressive results for business owners and advertisers.
Meta, formerly known as Facebook, has democratized access to AI and automation for social media advertising through Meta Advantage. This comprehensive suite encompasses Meta’s automated ad products, including tools like Detailed Targeting Expansion for Facebook ads.
These AI-powered tools empower advertisers and businesses to automate various aspects or entire campaigns. Meta’s overarching objective with Advantage is to enhance outcomes for social media campaigns by leveraging machine learning for precise audience targeting, keyword selection, and copy creation, among other factors.
If you’re curious about Meta Advantage, this blog post will provide a detailed overview. We’ll delve into the Meta Advantage tools, the latest features of the most recent update, and the advantages of utilizing Meta Advantage for automated Facebook ads and paid advertising on Instagram.
So, let’s dive in.
What Is Meta Advantage?
Even before rebranding to Meta, Facebook had already introduced automated ads. Businesses, regardless of size or industry, were utilizing automated Facebook ads to streamline tasks such as copy creation, scheduling, launching, and tracking paid ads. Detailed Targeting Expansion was also employed to optimize ads and expand their reach beyond specified demographics.
While five of these original tools remain available, they have been rebranded and reclassified as Meta Advantage since March 2022. Each tool has received names that accurately describe their functions. Furthermore, Meta has made Facebook ads automation more customizable, allowing advertisers to automate individual campaigns, a significant boon for small businesses with limited budgets.
Meta Advantage’s primary objectives are:
- Optimize campaigns to achieve desired outcomes.
- Sustain improved results over an extended period.
- Achieve these goals with the least possible cost and effort from advertisers.
What makes Meta Advantage exceptional is that even small advertisers and business owners can benefit from its features. The platform’s AI technology and machine learning tools are accessible to everyone. This means that whether you’ve already seen success with Facebook ads automation, experienced mediocre results, or are new to it altogether, things are bound to improve when you leverage this latest iteration of Meta’s social media advertising tools.
The Meta Advantage Update: Key Details
For those familiar with Facebook’s advertising automation tool, rest assured that aside from the rebranding and reclassification, the changes to the existing tools are relatively minor.
The suite now offers two types of products: Advantage and Advantage+.
The Meta Advantage tools allow advertisers to enhance specific aspects of a manual campaign setup, with a focus on expanding audience reach for optimal conversions. There are two products under this category:
- Advantage Lookalike
This tool enables the Meta system to extend an ad’s audience reach beyond the parameters of the advertiser’s Lookalike Audience. If it determines that overall performance can be enhanced by showing the ad beyond these parameters, it will do so. Early tests also indicate a potential reduction in cost per action (CPA).
- Advantage Detailed Targeting
This tool works similarly to Advantage Lookalike by expanding audience reach beyond an advertiser’s targeting preferences. It utilizes existing targeting parameters (such as interests, hometown, music preferences, and age) to identify additional audiences likely to be interested in and responsive to Facebook automated ads. According to Meta’s early tests, activating Advantage Detailed Targeting can reduce the median cost per incremental conversion by 37%.
These tools enable advertisers to automate full campaigns or specific components of a manual campaign. There are four tools in this category:
- Advantage+ App Campaigns
This tool takes Facebook automated ads a step further by using real-time data to adjust ad settings for target audiences, placements, and creative elements (such as images and videos). Meta reports a 6% decrease in cost per install and a 9% decrease in CPA compared to manual app install campaigns.
- Advantage+ Placements
This tool analyzes the best placement or location for your ad and deploys it automatically. It can place ads across all of Meta’s platforms, ensuring better ad results while keeping costs in check.
- Advantage+ Creative
Among the Advantage+ tools, this one is particularly helpful in creating ads with minimal time and effort. It allows for the creation of multiple ad variations using a single video or image, along with multiple text or ad copy variations. This tool leverages AI and machine learning to find combinations that enhance ad performance. Pre-launch tests show a potential reduction in CPA by 3%.
- Advantage+ Shopping Campaigns
This tool is still in beta testing, but it aims to automate the optimization of various elements, including creative, placements, audience targeting, and budget management. Early tests have shown significant improvements in ad performance, with an over 80% increase in return on ad spend (ROAS) compared to Business As Usual campaigns, as well as a 12% reduction in cost per purchase conversion.
This provides an overview of Meta Advantage and how each advertising automation tool contributes to campaign success. Understanding the intricacies of each tool and the broader Meta advertising ecosystem is crucial to maximizing the features of Advantage and Advantage+.
Leveraging the Power of AI Marketing
AI is a cornerstone of the Meta Advantage update. The suite utilizes AI and machine learning technology to personalize ads based on campaign goals and to determine optimal deployment configurations for the best outcomes. AI collects and analyzes data related to ad performance, target audiences, and other relevant factors, informing how the system executes operations.
Meta effectively harnesses AI to advance paid advertising on social media, benefiting advertisers and the businesses they represent. Through automation, the Meta Advantage tools simplify the process of launching ad campaigns, from crafting ad copy to deciding where to publish the ads.
Reaping the Benefits of AI Marketing with Meta Advantage
Meta boasts a massive global presence in social media, with 2.20 billion active monthly users worldwide. Advertising on Meta platforms, including Facebook and Instagram, offers unparalleled reach. However, the surge in both social media users and advertisers has made it increasingly competitive. Standing out amidst the multitude of ads presents a challenge, particularly for small businesses with limited resources.
The Meta Advantage suite levels the playing field, granting smaller businesses access to technologies that were once reserved for premium clients. Moreover, its AI marketing and automation capabilities elevate campaign performance. Whether you’re running Facebook ads or paid advertising on Instagram, maximizing the Advantage and Advantage+ tools can lead to substantial improvements.
Enhancing Social Media Campaigns with Leadshouse
In the digital age, online advertising is integral to business operations. For business owners looking to reach a broad audience quickly, online promotion is essential. Social media advertising, especially for businesses targeting local customers, is the key.
If you’re aiming to enhance your advertising efforts and results, or if you’re yet to explore the benefits of Meta Advantage and Advantage+ tools, reach out to Leadshouse. Our experienced team specializes in Facebook marketing and ads, and we can assist you at every stage of your advertising journey, from strategy development to implementation, monitoring, and optimization.
By maximizing every available advertising automation tool, you can supercharge your Facebook and Instagram advertising efforts. Visit our website today for a tailored approach to achieving your advertising goals.