Back in 2023, we wrote about Advantage+ audience targeting, Meta’s AI-powered way of helping businesses optimize their performance by automatically determining who should see their campaigns.
Since that blog post, Meta has introduced even more Advantage+ features to help advertisers make the most of their campaigns. Today, we’re walking through some of the new tools that Meta claims will “supercharge your campaign performance”. We’ll also talk about the pros and cons of Advantage+.
Users no longer need to choose between creating a manual or Advantage+ campaign. Instead, all app promotion, leads, and sales campaigns can utilize Advantage+ tools, while still having access to the complete suite of ad tools that Meta has available, including manual campaign features. The one exception to this is if your ads fall into a special ads category, such as Housing or Politics; these may not have full access to Advantage+ features.
Meta has expanded Advantage+ to encompass more objective types. Advantage+ leads campaigns allow advertisers to apply the automation of Advantage+ to their lead-focused campaigns.
Looking to receive additional guidance on how to improve your campaigns in order to drive performance? Meta has been testing something akin to Google Ads’s Optimization Score, which provides recommendations on how to improve results or lower cost per conversion. This Opportunity Score, which provides a score out of 100, is a feature being extended to more accounts in the coming weeks, so be on the lookout.
Meta’s Advantage+ features definitely have their benefits. They can significantly simplify certain processes, like creating a target audience for your campaign. Meta also claims that it has seen promising results when advertisers used Advantage+ features, such as a 10% lower cost per qualified lead when advertisers had Advantage+ “on” for their lead campaigns.
However, you also give up some control by implementing these automated features. If you opt into an Advantage+ audience, for instance, you have less control of who you’re showing ads to. On average, Advantage+ targeting might lead to a lower cost per result, but it’s important to determine if this type of targeting will work for your specific business, or if you would be better off using traditional forms of targeting.
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