Meta Enhances Advantage+

Meta has updated its Advantage+ toolkit — a suite of automated advertising solutions that leverage artificial intelligence to improve campaign performance. With these new features, advertisers can reduce costs and increase return on investment.

What is Advantage+ Advantage+ is a set of tools that includes automated solutions for both fully-managed campaigns and individual campaign components. Since its launch, the platform has evolved significantly thanks to AI models like Andromeda and Meta Lattice. According to Meta, advertisers who followed the system’s recommendations saw an average 5% decrease in cost per result and generated $4.52 in revenue for every dollar spent.

The platform allows advertisers to reach wide audiences by intelligently distributing budgets and selecting relevant creatives through machine learning algorithms. This is especially beneficial for small and medium-sized businesses that lack access to large marketing and analytics teams.

Fully Automated Solutions

Meta offers three key campaign formats that automate audience targeting, budgeting, and placements:

• Advantage+ Sales Campaigns — designed for online sales, reducing cost per action by 9%. Ideal for e-commerce brands looking to scale campaigns profitably.
• Advantage+ App Campaigns — focused on promoting mobile apps, improving CPA by 7%. Smart algorithms identify the most effective ad delivery channels.
• Advantage+ Leads Campaigns — built for lead generation, cutting the cost of qualified leads by 10%. Best suited for B2B sectors and high-involvement purchases with longer decision cycles.

Automated Components

For advertisers who prefer to maintain partial control, the following tools are available:

• Advantage+ Audience — automatically identifies high-converting audiences, lowering CPA by 7%. The algorithm uses conversion history and behavioral signals.
• Advantage+ Placements — optimizes ad placements across Meta’s ecosystem: Facebook, Instagram, Messenger, and Audience Network.
• Advantage+ Campaign Budget — dynamically manages budgets in real-time, saving up to 4.6%. Resources are allocated to areas with the best expected performance.
• Advantage+ Creative — automatically generates multiple creative variations. AI-generated background images can increase CTR by 11%. Includes format testing and cross-device adaptations.
• Advantage+ Destination — automates based on user shopping preferences. For instance, Shop Ads users can see up to a 29% boost in ROAS. The system adjusts delivery based on user intent.

New Features and Future Development

Meta promises to further expand Advantage+ features based on user feedback. Plans include deeper personalization, enhanced analytics tools, and new formats for AI-powered creatives.

Conclusion With Meta Advantage+, advertisers gain more opportunities for automation and optimization. AI helps reduce costs, increase conversions, and streamline the campaign creation process. If you haven’t tried these tools yet, now is the time. And if you’ve already tested Advantage+, explore the new features — they could significantly improve your digital marketing results.

This article available in Ukrainian.