Meta is introducing new tools to help businesses improve campaign performance through advanced AI innovations and experimentally proven recommendations.
Streamlined campaign setup
Meta is testing a new streamlined campaign setup. This will enable all sales, app, and leads campaigns to leverage the AI-driven optimisations used in Advantage+ shopping and app campaigns. Businesses will continue to have access to Meta’s full range of advertising tools.
To highlight when AI optimisations are applied, the platform is introducing an ‘Advantage+ on’ label for campaigns utilising Advantage+ audience, placement, and campaign budget. Initial tests show that campaigns with this label are delivering similar cost per action as previous Advantage+ shopping campaigns.
Additionally, Advantage+ shopping campaigns will be renamed Advantage+ sales campaigns to better reflect its broader use across different advertiser categories.
Introducing Advantage+ leads campaigns
The platform is expanding the Advantage+ suite to more campaign objectives with the launch of Advantage+ leads campaigns. This new feature allows advertisers to fully automate campaigns to find leads more efficiently using AI.
Early tests show that Advantage+ leads campaigns running on the streamlined setup achieved a 10% lower cost per qualified lead compared to those without Advantage+ optimisations.
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AI-driven recommendations
The platform has also been testing opportunity score in Ads Manager. This feature assigns a 0-100 point score unique to each advertiser, providing insights on how well a campaign is set up for maximum performance. It also offers real-time recommendations, including AI-enabled Advantage+ optimisations.
Meta is now expanding the opportunity score test to more businesses, initially offering research-backed recommendations that enhance campaign performance. More recommendations will be added as new studies are conducted.
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In the coming weeks, select advertisers in the test group will also see opportunity score recommendations integrated with the new Advantage+ setup. This initiative aims to provide marketers with a more effective framework to create, manage, and optimise campaigns.
