Advertising campaigns may be driven and maintained with the aid of Meta Advantage and Advantage+. Learn the ins and outs of Meta Ads automation right here!
Take Google’s recently introduced and expanded Performance Max, for example; it streamlines the process of creating and administering advertising campaigns in accordance with the specific objectives of each individual client, making it unnecessary to maintain separate dashboards for each of Google’s advertising channels.
Advantage in Meta What Is It?
Meta campaigns that utilise automation are not novel.
Media planners are accustomed to delegating part or all of their decision-making to machine learning thanks to the rise of dynamic creativity, automated audience growth, and the optimisation of campaign budgets.
With the start of this year, in March specifically, Meta merged and renamed its automation products to “Meta Advantage.”
Meta claims that its Advantage product package helps businesses “earn and sustain better results, personalise ad delivery, and reduce work for advertisers.”
Superiority vs. Superiority+
Some Advantage items are marked with a “+,” which invites the question: what does this symbol denote?
Scale or degree of automation is a useful mental model.
Products in the Advantage line can assist automate certain aspects of running your campaign, while those in the Advantage+ line can do even more.
Advantage+ solutions use machine learning to automate ad campaigns from start to finish, rather than just a select few tasks like budget allocation or audience extension.
More things can be automated, which is the benefit in this scenario.
Let’s take a closer look at some of the most popular Advantage and Advantage+ goods on the market today.
Precision in aiming is an advantage.
In other words, what is it?
Those familiar with Meta may recall the “automatic expansion” audience-building option.
You may flip a switch to tell Facebook to “reach people beyond your detailed targeting selections when it’s likely to improve performance.”
Which Stores Have It?
In the advanced targeting part of your ad set settings, you’ll discover this information.
Why Is It Used?
If you enable Advantage precise targeting, Meta will show your advertisements to individuals who aren’t part of your intended demographic.
If you’re trying to reach people who have shown an interest in advertising or digital marketing, for instance, this may also include people who have interests in fields close to those you did choose.
However, if you exclude certain particular targeted interests in your Meta account settings, such interests will not be included in your advertising campaigns.
Using machine learning, you may expand your marketing to reach more people.
The only “disadvantage” is that you won’t learn anything about the new demographics that Meta targeted.
Should You Put It to Use?
Sometimes it’s necessary to do so.
When you set your sights on conversions, app events, app installations, or messages, you’ll have access to the granular targeting that will bring you the most success.
Benefit of Looking Alike
In other words, what is it?
Like Advantage detailed targeting, Advantage lookalike expands Meta’s reach beyond your bespoke audience’s precise match using similar targeting criteria.
Meta will employ signals to find more applicable people, rather than only those who fall under the pattern.
Which Stores Have It?
The custom audience information is located in the ad set configurations.
Why Is It Used?
To find your target demographic, you can establish a “lookalike” audience that represents a statistical subset of the population of the nation.
Therefore, a 1% lookalike U.S. audience is the subset of the population that most like the target demographic you specified.
If Meta thinks you’ll obtain better results by include audiences outside of the first selected proportion, advantage lookalike will increase that percentage to include those groups.
Should You Put It to Use?
You might have to use lookalike audiences if you want to achieve your awareness, traffic, engagement, leads, app promotion, or sales goals by targeting people who are similar to your current customers via mobile, website, or a preexisting customer list.
If not, I’d proceed with caution and give it a try.
Additional Considerations and Suggestions
Lookalike audiences are becoming less important on a Meta platform with advanced conversion optimisation.
Increasing your reach and audience size usually results in more profits.
Savings in Ad Spending
Campaign budget optimisation (CBO) is effectively the same thing, and most Meta marketers are already acquainted with it.
Advantage campaign budget uses performance-based spending allocation to maximise efficiency, rather than setting separate daily or lifetime budgets for each ad set inside a campaign.
Should You Put It to Use?
As with Advantage+ placements, this will mostly rely on whether or not the advertiser and brand want to have input into the design of their advertising.
Our preliminary research indicates a slight rise in click-through rate (CTR) after applying basic upgrades such as increased brightness and contrast to images.
However, Facebook’s machine learning and optimisation engine is a mysterious “black box” that provides marketers with little actionable data.
You have to put a lot of trust in “the system” when making major adjustments to your ad copy, and that’s not always easy to accomplish.
To reduce the likelihood of problems, I would proceed with care and only do tests after receiving input from all relevant creative and brand partners.
I suggest taking your time and being thorough if you decide to try Advantage+ creative.
To learn how these novel optimisations could affect your performance, you should begin with a single improvement, test it, and then make any necessary further improvements.
In Closing
Meta’s Advantage and Advantage+ technologies provide marketers with an unrivalled degree of automated optimisation for boosting and maintaining performance.