Meta enhances Advantage+ AI ad targeting with new features

Meta has unveiled a series of updates to its Advantage+ AI-powered ad tools, aiming to simplify campaign management and improve ad targeting. With these new changes, businesses will have enhanced options to rely on AI for optimizing their advertising strategies. The Advantage+ system, which leverages data-driven insights from Meta’s platforms, continues to prove valuable in helping marketers connect with audiences they might not have targeted manually.

One of the most significant updates is a streamlined campaign setup process. Marketers will no longer need to choose between manual or Advantage+ campaigns; instead, optimization will be seamlessly integrated across all campaign elements. Meta is also introducing a new Advantage+ label to indicate when its advanced AI optimizations are applied. This will help advertisers identify and utilize AI enhancements for audience targeting, placement, and budget allocation.

In addition, Meta has renamed its Advantage+ shopping campaigns to Advantage+ sales campaigns to better reflect the diverse range of advertisers who can benefit from the tool. The update also extends to lead generation campaigns, where businesses can leverage AI-driven automation to identify high-quality leads. According to Meta’s early tests, this new feature has led to a 10% reduction in the cost per qualified lead.

Another noteworthy update is the introduction of an “Opportunity Score” in Ads Manager. This scoring system, which ranges from 0 to 100, provides immediate feedback on campaign setup and offers real-time recommendations for optimization. Meta’s early tests showed that advertisers who followed these recommendations experienced a 5% median decrease in their cost per result.