Meta announced the addition of new features to Advantage+ AI, its AI-powered campaign optimization system. These updates aim to provide advertisers with more advanced tools to maximize campaign performance, offering simplified settings and data-driven recommendations.
What are the new features of Advantage+ AI?
Meta is implementing three key innovations within Advantage+ AI:
- Simplified Advantage+ campaign setup: More campaigns can now leverage AI optimizations that have enhanced the performance of shopping and app campaigns in Advantage+.
- Launch of Advantage+ lead generation campaigns: This feature uses artificial intelligence to help advertisers identify high-quality leads.
- Expansion of the opportunity score tool: Now available to more advertisers.
Meta stated that these new features can be implemented through the Ads Manager, which provides empirically tested recommendations to optimize campaign performance.
How does the simplified Advantage+ AI setup improve?
Since its launch, Meta Advantage+ has become a crucial tool in the advertising industry, allowing marketers to connect with their audiences more effectively and efficiently.
According to Meta, in Q4 2024, Advantage+ shopping campaigns (ASC+) grew by 70% year-over-year, reflecting their impact on the industry.
To expand these benefits, Meta is testing a simplified setup that will allow advertisers to access AI optimizations without choosing between a manual campaign or ASC+. Now, all sales, app, and lead generation campaigns can benefit from AI capabilities that have been proven to enhance performance.
Additionally, Meta is introducing an “Advantage+ activated” label for campaigns where AI optimizes audiences, placements, and budgets. Initial tests indicate that these campaigns maintain a cost per action similar to previous Advantage+ shopping campaigns.
Another significant change is the renaming of Advantage+ shopping campaigns, which will now be called Advantage+ sales campaigns, highlighting their broader application.
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What do Advantage+ lead generation campaigns offer?
In response to advertiser demand, Meta has expanded its AI technology to campaigns focused on lead generation. The new Advantage+ lead generation campaigns use automation to identify high-quality prospects more efficiently.
Initial test results show that campaigns with Advantage+ activated in this format reduced the cost per lead by an average of 10% compared to campaigns without this optimization.
How does the opportunity score work in Advantage+?
Advertisers often request more precise and personalized recommendations to optimize their campaigns. To address this, Meta has developed the opportunity score, a tool that evaluates each advertiser’s setup with a rating from 0 to 100.
This score reflects how well a campaign is configured to maximize performance and includes real-time suggestions for adjustments that can be made with just a few clicks. Advertisers who have implemented opportunity score recommendations have reported a 5% reduction in their cost per result.
Meta is expanding the availability of this feature to more businesses and will continue incorporating new recommendations based on effectiveness studies. In the coming weeks, some advertisers will be able to test the combination of the opportunity score with Meta Advantage+’s simplified setup to assess its impact on ad strategy optimization.
