Having seen better results over time with AI-based ad recommendations, Meta is now making its AI targeting tools a more integrated part of the Meta ad creation process by further incorporating elements of Advantage+ directly into the creation flow.
Previously, using Advantage+ was a specific, separate option, but over time, Meta has increasingly integrated more and more Advantage+ features into the regular campaign creation process, allowing them to be built directly into campaigns.
Meta provided some new notes on its help page about how Advantage+ is integrated into the basic ad setup process and that new campaigns typically have this option turned on by default.
As you can see in this new setup, the ad structure incorporates various Advantage+ options as well as Meta’s “Opportunity Score.”Provides a 0-100 point overview of how well your campaign is configured to maximize performance (based on Meta’s automated optimization tools).
That’s why Advantage+ tools are built into the budget, audience, and placement elements, giving you even more opportunities to enable Meta’s AI-based recommendations for better results.
In fact, Advantage+ is turned on by default for both audiences and placements.
This may feel like giving too much control to Meta’s robots, but as mentioned earlier, Meta reports that brands are generally seeing much better results by using AI targeting tools.
In a recent overview of AI-based advertising improvements, Meta said automated recommendations are now:
- Compared to the original ad recommendation ranking model, it is 4x more efficient at driving improved ad performance for a given amount of data and compute.
- Knowledge transfer is 2x more effective and helps optimize broader advertising performance.
- It’s faster and more effective based on greater computing capacity, allowing for more effective scaling of advertising results.
Meta also reports that when brands enact AI recommendations, they see significant performance improvements across campaigns. overall Time spent watching videos on both Facebook and IG increased by more than 20% year over year due to improved AI recommendations.
By combining Meta’s vast user data from over 3 billion active users with advanced AI data processing, we can now uncover more trends based on predictive models with massive computational power to evaluate and predict outcomes.
This is the “AI” model currently seen on the market. Rather than thinking for themselves, they predict expected responses based on extensive evaluations of huge data pools. This allows these tools to turn queries into answers, images, and more.
These are predictions based on past behavior and should be the ultimate tool for ad targeting.
And since Meta has so much user data, these AI options should help it show ads to the right users at the right time across the app.
