Meta has rolled out new tools to help advertisers maximise campaign performance.
The product enhancements, which are expected to be in testing with advertisers globally in the coming weeks, include a new scoring tool and automated workflows, plus a new objective focused on lead generation for full campaign automation.
Opportunity Score is a new way to help advertisers improve their performance by identifying and prioritising effective campaign recommendations in ads manager in near real time, including recommendations about how to best leverage and use our AI and automation tools.
Businesses will see their ‘opportunity score’ in Ads Manager (0-100 score), coupled with personalised, proven campaign recommendations to improve performance that can be applied with just a few clicks.
A new Meta Advantage+ campaign setup brings AI-optimisations powering Advantage+ Shopping and App campaigns to more advertisers. When an advertiser sets up a sales, app install, or leads campaign, these AI-optimisations will automatically be turned on, while maintaining the ability for advertisers to make manual adjustments if preferred.
As part of this test, Meta will rebrand Advantage+ Shopping campaigns to Advantage+ Sales campaigns.
Advantage+ leads campaigns introduces a new objective for full campaign automation, on top of the existing sales and app campaign end-to-end solutions within Meta Advantage+. With Advantage+ Leads campaigns, advertisers can generate high quality leads more efficiently using the AI-optimisations proven to maximise performance potential.
Meta's head of global business, Nicola Mendelsohn, said the company believes that AI has the potential to revolutionise the way businesses approach advertising.
"With these new tools, we're making it possible for more advertisers to access and test the benefits of AI-driven optimisation and personalised guidance," she said.
“Advertisers don’t have to run Advantage+ sales campaigns if they’d prefer to turn off our most advanced AI-optimisations. In this new setup, they can easily see when Advantage+ is ‘off’ with the toggle on the right hand rail. That said, Advantage+ shopping campaigns is one of our fastest growing ad solutions and has widely proven its ability to drive ROI - with studies showing a 4x higher ROAS for APAC advertising campaigns when they adopted Advantage+ shopping campaigns.
"Our priority as we enter a new era of AI-driven ad tools is to make sure we’re helping advertisers optimise their campaigns for what they value most, which is why we’ll continue to invest in tools that help advertisers guide our AI to deliver on their goals."
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