Meta Announces Advantage+ Ad Campaigns
Back in August, Meta quietly unveiled its answer to Google’s Performance Max Campaigns by announcing Advantage+, an automated campaign management system. Leveraging the power of AI, Advantage+ specifically automates advertising content creation, providing quick A/B testing data.
As per Meta:
“...the Advantage+ shopping campaigns tool gives advertisers new ways to optimize campaigns. Advantage+ shopping campaigns uses AI to automate the campaign creation process and is powered by new machine learning models.”
Meta claims that advertisers have reported positive results thus far:
“In a study of 15 A/B tests, we discovered that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads.”
Meta is seeking to expand an advertiser’s eCommerce options by enabling Advantage+ to connect shoppers to a business’s Facebook or Instagram shop, “We’ll then use the power of AI to direct people to the Shop or the seller’s website based on what has the highest likelihood to result in a transaction.”
Both Meta’s Advantage+ and Google’s Performance Max are designed to help advertisers leverage conversion data to make smarter ad spend decisions and ultimately drive more sales. It’s about knowing where people are shopping and on what platform they convert to a sale. The implementation of an AI component makes the process of tracking and testing data faster and increasingly precise. It would be well worth considering leveraging these tools for your eCommerce business, but with a grounded understanding of each platform’s strengths and weaknesses.
While these platforms make it easier for new users to set up campaigns and streamline the way data is collected and analyzed, it’s important to remember that AI-assisted/automated campaigns do not equate to autopilot! The campaigns still need manual monitoring and optimization. Being very specific when setting goals and parameters is imperative because AI technology is only ever as good as the information it receives.
Even with these caveats, we've found that Google Performance Max and Advantage Plus campaigns are a big step forward for automation. However, they don't make sense for every advertiser all the time. Before jumping into these campaigns we recommend you have a detailed understanding of your key performance indicators (KPIs). If you are just looking to drive more sales, or reach more new customers, these goals each have big implications as to how you should approach the set up of Advantage Plus campaigns.
Need help optimizing your current advertising campaigns or want an expert to help you set up your first Advantage+ campaign? Contact us today! The AirTank team is friendly and fast in partnering with you to meet your eCommerce goals!
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