Meta is rolling out new tools to help small business advertisers take advantage of advances in artificial intelligence and automation.
When creating an ad through a Facebook Page, small businesses can now take advantage of Meta Advantage + advertising technologies.
Advantage+, Meta’s most advanced automation and AI offering for advertisers, was exclusive to full campaigns. Now, it will be used when running individual ads.
Additionally, Meta upgrades Advantage+ with new capabilities for Shopping campaigns, App campaigns, and more.
Here is an overview of all updates for Meta Advertisers.
Meta+ feature for small business ads
Small businesses can now use feature + iconic f Audience advantage To create ads through their Facebook page.
When you use Advantage + creative, ads will automatically adjust for each person who views them. Meta will show individual users the ad copy they are most likely to respond to.
Advantage audiences allow businesses to target ads to relevant people more effectively. Meta will create Custom Audiences to serve ads using the details on the business’s Facebook page.
These tools are available starting today.
Feature + Shopping Campaigns
Meta Advantage + can now help advertisers running Shopping campaigns see what’s working faster.
Using artificial intelligence and automation technologies, Meta Advantage+ can create up to 150 creative combinations simultaneously.
Running multiple versions of ads simultaneously is intended to help advertisers quickly identify what is converting. With this data, advertisers can use their budgets more efficiently.
Meta states in a blog post:
In a study of 15 A/B2 tests, we found that Advantage+ shopping campaigns resulted in a 12% lower cost per purchase conversion compared to business-to-business-as-usual (BAU) for advertisers. With these savings, companies can reinvest in their marketing strategies and increase acquisition customers and sales more efficiently.”
Advantage + shopping campaigns for ecommerce and retail advertisers roll out on August 15th.
Later this year, US businesses with a checkout-enabled store will have the option to add their store as a destination for Advantage+ shopping campaigns.
Updates to Meta Advantage + App campaigns
Meta is releasing a series of updates to one of its existing Advantage+ solutions.
Advantage+ apps campaigns get the following updates:
- More creative flexibility with asset coupling and improved stability
- Refer clicks for 7 days
- Split testing capabilities
- More granular reporting insights with territory and ad-level data
Better results for advertisers?
It was no secret that Facebook’s ad targeting capabilities took a hit when Apple allowed users to block trackers on iOS. As a result, Meta ad revenue growth has begun to slow.
Meta’s latest quarterly report revealed that the company experienced its first-ever decline in advertising revenue. There is pressure on Meta to produce better results in the upcoming quarter.
Offering advanced targeting capabilities to small business advertisers could give Meta the boost it needs in the short term. The question is whether this solution will deliver long-term results for advertisers.
The upcoming quarterly Meta report will be interesting, as it will show us whether advertisers are sold on Advantage+.
Source: meta
Featured image: Wirestock Creators / Shutterstock
