Meta Consolidates Automated Ad Products Under Meta Advantage Umbrella

Meta is consolidating all of its automated ad products under a new portfolio, Meta Advantage, with the goal of enabling brands to more easily identify those products and benefit from them. Vice president of product marketing, ads and business products Goksu Nebol-Perlman said in a blog post Tuesday that 77% of advertisers testing its automated products saved several hours per week by using them, adding, “Automated ad products help to improve the performance of your ads by relying more on machine learning, such as automatically finding the most relevant audiences or ad placements. They also allow you to further simplify optimizing campaigns so that you can worry less about managing campaigns and get back to running your business.” Nebol-Perlman explained that there are two types of Meta Advantage products: Those marked Advantage, which enable advertisers to enhance a specific aspect of manual campaign setup, such as selected detailed targeting options within a target audience; and those marked Advantage+, which let advertisers automate an entire campaign flow or an entire core step of manual campaign setup, such as placements or creative. The three key benefits the company is seeking to provide with Meta Advantage are: Optimization: Enabling brands to achieve better campaign results and sustain them over time.Personalization: Helping advertisers match the right people with the right ad at the right time in order to create and forge a deeper connection with audiences.Efficiency: Helping advertisers save time and effort on campaigns, freeing them up for strategic, big picture work. Nebol-Perlman also highlighted some key products in the Meta Advantage suite: Advantage Lookalikes, previously known as Lookalike Expansion, enable Meta’s system to go beyond an advertiser’s lookalike audience and reach a broader set of people. Meta studies found that website or mobile custom audience seeds saw their median cost per action drop by 17.3% when using Advantage Lookalikes, while customer list custom audience seeds saw a 10.1% decrease.Advantage Detailed Targeting uses an advertiser's targeting preferences, such as interests, as a guideline to find additional audiences. If Meta’s system finds better performance opportunities outside an advertiser’s defined audience, the product makes dynamic updates. Internal Meta studies found a 37% lower median cost per incremental conversion in campaigns using Advantage Detailed Targeting.Advantage+ App Campaigns, formerly known as Automated App Ads, simplify the process of creating application install campaigns and drive performance by using real time learnings to adjust ads across audience, placement and creative. The company’s internal testing found a median 6% lower cost per install and 9% lower cost per action in Advantage+ App Campaigns versus manual app install campaign setups.Advantage+ Placements, formerly known as Automatic Placements, find the most effective placement for a given ad in order to maximize performance. Nebol-Perlman said showing an ad across six or more placements—including Facebook Marketplace, Instagram Stories and Reels—gives the company’s system more flexibility to control costs and provide better results, adding that a recent conversion lift study found that campaigns running across six or more placements had a 73% likelihood of outperforming campaigns running across four or fewer.Advantage+ Creative, formerly known as Dynamic Experiences, bundles a set of creative optimizations into a single-entry point for ease of use, with the aim of improving ad performance. A recent study by the company found that campaigns using Advantage+ Creative to optimize for link clicks, landing page views and offsite conversions saw 3% lower CPA.Advantage+ Shopping Campaigns, coming soon, currently known as Automated Shopping Ads, optimize across multiple campaign levers—including creative, targeting, placements and budget—to drive the highest performance from online sales campaigns with minimal effort and management. A recent study of 15 A/B tests by Meta found that campaigns using Advantage+ Shopping Campaigns drove 12% lower cost per purchase conversion compared with those not using the option. Meta expects Advantage+ Shopping Campaigns to roll out by year-end. Nebol-Perlman concluded, “Wherever you see the name Advantage, you can be sure that you’re getting our most advanced automation and machine learning technology, designed to help you create and deliver your most efficient campaigns. As we progress through 2022, we will continue to update you on how to increase your performance on our platforms and ensure that you're able to build and grow your business.”