Meta has announced significant enhancements to its Advantage+ AI suite, introducing streamlined campaign setup options and new features designed to improve advertising performance across its platforms.
The company reports that Advantage+ shopping campaigns (ASC+) has shown remarkable growth, with a 70% year-over-year increase in Q4. Following the launch of Meta Andromeda, the platform has achieved an 8% improvement in ads quality through better personalization.
New Streamlined Campaign Setup
Meta is testing a simplified Advantage+ campaign setup that will:
- Enable all sales, app, and leads campaigns to benefit from AI optimizations
- Introduce an Advantage+ 'on' label to identify campaigns using advanced AI features
- Rename Advantage+ shopping campaigns to Advantage+ sales campaigns
Introduction of Advantage+ Leads Campaigns
The new Advantage+ leads campaigns feature introduces full campaign automation for lead generation. Early testing shows promising results:
- 10% lower cost per qualified lead for campaigns with Advantage+ enabled compared to those with it disabled
- Enhanced efficiency in finding high-quality leads through AI optimization
- Integration with the new streamlined Advantage+ setup
Opportunity Score Implementation
Meta is expanding its opportunity score feature in Ads Manager, which provides:
- A 0-100 point scoring system for campaign performance evaluation
- Real-time optimization recommendations
- Early test results showing a 5% median decrease in cost per result for advertisers who adopted recommendations
The company plans to integrate these new features within Ads Manager throughout the year, combining AI optimizations with personalized campaign recommendations to enhance advertiser results.
