Meta renames its ad automation tools to clarify the purpose of each item
As it strives to provide more options to help advertisers navigate the evolving data privacy landscape, Meta has announced that it is renaming its ad automation tools in order to more clearly define the objective of each one and to obtain better results.
Starting today, Meta’s ad automation products will be grouped under a new portfolio called ‘Meta Advantage’.
Under the “Advantage” banner, Meta’s options will be divided into two product lines, as Meta explains:
“First, there are features marked ‘Benefit’ that allow you to enhance a specific aspect of your manual campaign setup, such as detailed targeting options selected within your target audience. Second, there are products marked “Benefit+” that allow you to automate an entire end-to-end campaign flow or an entire core step of manually setting up your campaign, such as placements or creation.”
Functionally, the title change doesn’t add anything new at this time, although Meta has signaled upcoming updates to its automation options.
Under Meta Advantage, you will have:
- Perk Similarities and Detailed Perk Targeting – These are currently your Similar extension and Detailed targeting extension tools, allowing you to expand your reach based on similar audience characteristics
- Benefit similar – Similar to lookalike expansion, this allows the Meta system to reach a wider set of people than those defined in your initial lookalike audience.
- Benefit of detailed targeting – This process uses your selected targeting preferences as a guideline to find additional audiences. “If Advantage’s detailed targeting finds better performance opportunities outside of your defined audience, the product performs dynamic updates to try to optimize those performance opportunities by expanding your audience.”
These are basically your basic audience targeting automation tools, which are already available in different forms. They will now be grouped under the new “Advantage” banner, representing entry-level automation for targeting.
Meta Advantage+, on the other hand, is for more advanced AI options:
- Advantage+ app campaigns – Currently known as Automated App AdsThis option aims to simplify the creation of app install campaigns and training performance using real-time learnings to adjust ads based on audience, placement, and creative.
- Advantage+ pitches – Currently known as Automatic investments, this option aims to find the most effective placement for a given ad, providing advertisers with new opportunities to optimize performance. “Showing your ads on 6 or more Pitches – like on Facebook Marketplace, Instagram Stories, Reels – gives our system more flexibility to control costs and deliver better results.”
- Advantage+ Creative – Currently known as Dynamic experiencesThis option automatically optimizes creatives to improve ad performance.
- Advantage+ Shopping Campaigns – This one is coming soon and is designed to optimize the performance of online sales campaigns using variables such as creative, targeting, placements, and budget. Shopping Advantage+ campaigns are currently still in beta testing and should be rolled out to all customers before the end of the year.
So, as you can see, there’s nothing new, as such, about the tools, but the idea is that by separating each item, it will make it clearer what each option provides, and what that applies to your approach to help you maximize your campaigns.
And definitely, Meta’s automation tools have improved over the past few years. Once considered a major risk because you could end up losing money on poorly targeted approaches, Meta systems are now recommended by many advertising experts as a key way to maximize the performance of your campaigns.
You just have to go through learning phase, which can be challenging for some. But if you give meta systems time to measure and understand audience response, they can help improve your efforts.
And now they will be under a new header, which is worth noting in your process.