In lieu of Apple’s iOS 14.5 privacy rules, Meta has announced the addition of several new automated ad tools to its recently launched “Meta Advantage” program. The update -- focused on helping large and small businesses quickly understand which ads are working best -- will launch August 15.
The most notable update involves the new “Advantage+ Shopping” campaigns -- once called “Automated Shopping Ads” -- which eliminate the manual steps of ad creation by automating up to 150 creative combinations at once.
Meta says that in a study of 15 A/B tests, it discovered that Advantage+ shopping campaigns drove 12% lower cost-per-purchase conversion compared to advertisers’ Business as Usual (BAU) ads.
“With these savings, businesses can reinvest in their marketing strategies and drive customer acquisition and sales more efficiently,” Meta adds.
Meta is also granting small businesses access to the same tools and inviting them to use Advantage+ creative, which automatically adjusts advertising creative for each person who views an ad, and Advantage audience, which creates a personalized audience based on their Facebook Page details.
These tools are now available for brands creating ads from their Facebook Pages.
In addition, advertisers now have more options to optimize creative via Ads Manager. When uploading an image or video for a campaign, brands can create multiple versions of an ad that are optimized for the viewer's tastes.
Meta is also testing a new optimization feature that adds music from its sound catalog to image-based ads, “creating a more immersive experience for placements in Reels ads.”