Meta
Announcements
·
March 22, 2022

Powering Up Performance Through 'Meta Advantage' Automation Ad Suite

By Goksu Nebol-Perlman, VP of Product Marketing, Ads & Business Products, Meta


As businesses navigate platform and privacy changes, we know advertisers using our platforms are looking for ways to increase ad performance and achieve their business goals.

Last month, we suggested best practices to help you improve performance and measure your ad campaigns. Some of those best practices focused on using our suite of automation tools, such as Detailed Targeting Expansion or Automated App Ads. Today, we are announcing that we will consolidate all of our automated ad products under a new portfolio, Meta Advantage, to help you more easily identify these products and benefit from them.

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 you can worry less about managing campaigns and get back to running your business. In fact, 77% of advertisers testing these automated products said they saved several hours a week using them.1

Meta Advantage suite

Under the Meta Advantage suite, you’ll see 2 kinds of Advantage products. First, there are features marked “Advantage” that allow you to enhance a specific aspect of your manual campaign setup, such as the selected Detailed Targeting options within your target audience. Second, there are products marked “Advantage+” that allow you to automate an entire campaign flow from end-to-end or an entire core step of your manual campaign setup, such as placements or creative.

Meta Advantage products aim to provide advertisers with the following benefits:

  1. Optimization: Achieve better campaign results and sustain them over time.
  2. Personalization: Match the right people with the right ad at the right time, to create and forge a deeper connection with audiences.
  3. Efficiency: Save time and effort on campaigns—freeing you up for strategic, big-picture work. Automation seeks to create an easy path for advertisers to simplify decision-making, ad creation and optimization, ultimately leading to better performance for businesses of all sizes.

Highlighting important Meta Advantage products

Meta Advantage products are designed to optimize for desired outcomes and sustain those improved results over time at the lowest cost and effort. Key products where advertisers are already seeing these benefits include:

  • Advantage Lookalikes and Advantage Detailed Targeting (currently known as Lookalike Expansion and Detailed Targeting Expansion) are 2 products that allow advertisers to optimize for conversions and improve performance by expanding their audiences.
    • Advantage Lookalike allows Meta’s system to reach a broader set of people than those defined in the advertiser's Lookalike Audience. For example, if Advantage Lookalikes identifies that better performance may be achieved outside of the defined lookalike size, we may expand the audience to take advantage of that opportunity. Studies show using Advantage Lookalikes can improve Cost per Action (CPA) when compared to using Lookalike Targeting only. For example, Website or Mobile Custom Audience seeds saw a 17.3% decrease in median CPA, while Customer List Custom audience seeds saw a 10.1% decrease.2
    • Advantage Detailed Targeting uses an advertiser's targeting preferences, such as interests, as a guideline to find additional audiences. If Advantage Detailed Targeting finds better performance opportunities outside your defined audience, the product makes dynamic updates to attempt to optimize those performance opportunities by expanding your audience. Internal Meta lift studies showed Advantage Detailed Targeting had a 37% lower median cost per incremental conversion than when not used.3
  • Advantage+ App Campaigns (currently known as Automated App Ads) simplify app install campaign creation and drive performance for app advertisers by using real-time learnings to adjust ads across audience, placement and creative. As previously shared, Meta’s internal tests showed that Automated App Ads saw a median 6% lower cost per install and a median 9% lower cost per action than a manual app install campaign setup.4
  • Advantage+ Placements (currently known as Automatic Placements) finds the most effective placement for a given ad, providing further opportunities for advertisers to maximize performance. Showing your ads across 6 or more Placements—like on Facebook Marketplace, Instagram Stories, Reels—gives our system more flexibility to control costs and provide better results. For example, in a recent conversion lift study, campaigns running across 6 or more placements had a 73% likelihood of outperforming campaigns running across 4 or fewer placements.5 We recommend experimenting with your own campaigns as not all advertisers will see improved performance.
  • Advantage+ Creative (currently known as Dynamic Experiences) bundles a set of creative optimizations into a convenient single-entry point for ease of use, which can improve ad performance. A recent Meta study showed 3% lower CPA when using Dynamic Experiences to automatically optimize creatives in campaigns optimizing for Link Clicks, Landing Page Views, and Offsite Conversions.6
  • [Coming Soon] Advantage+ Shopping Campaigns (currently known as Automated Shopping Ads) work to achieve the highest performance from your online sales campaigns with minimal effort or management by optimizing across multiple campaign levers—including creative, targeting, placements and budget—to find the best opportunities to drive conversions. "The Advantage+ Shopping campaigns outperformed our already high expectations," says Larissa Vichnevetski, Team Lead Social Ads, Popken Fashion. "We were able to increase the return on ad spend significantly, over 80%, versus our Business as Usual (BAU) campaigns." A recent Meta study of 15 A/B tests discovered that Advantage+ Shopping Campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU).7 While this product is currently still in Beta testing, we expect this to roll out to all customers before the end of the year.

Wherever you see the name Advantage, you can be sure 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 you're able to build and grow your business.

Related Articles

New Ways for Small Businesses to Boost and Avoid Apple Service Charges
Announcements · February 14, 2024

New Ways for Small Businesses to Boost and Avoid Apple Service Charges

Small businesses that boost posts on Facebook and Instagram can avoid a 30% Apple service charge by following these tips.

Helping businesses grow with new lead generation ad tools, AI features, and CRM partnerships
Small Business · November 9, 2023

Helping businesses grow with new lead generation ad tools, AI features, and CRM partnerships

We’re announcing new lead generation ad tools, AI-powered features, and CRM partnerships to help businesses grow quality leads to drive sales.

Media responsibility across the advertising ecosystem
Announcements · October 23, 2023

Media responsibility across the advertising ecosystem

We're sharing more about what media responsibility means at Meta and how we're staying accountable, collaborating and taking actions to create a more responsible ad industry.

Get Facebook Business news in your inbox.

Sign up for our monthly newsletter for the latest updates, insights, marketing trends and articles from Facebook.