Facebook finding success in AI-powered Advantage+ Offerings

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Through the latest article released by industry leader Meta, it may seem that the future of the social media industry will heavily rely on automation, artificial intelligence, and machine learning. In August last year, Meta announced its Advantage+ Shopping Campaign that uses AI to simplify the process of creating ads campaigns for businesses. According to Meta's Chief Business Officer Marne Levine, the advertiser only needs to set their business objectives, target country, advertising creative, and budget. After that, they let the AI do the rest, all the optimization of discovery, timing, and message to maximize the return on investment.


This feature was especially effective during holiday and shopping seasons. Through their recent test with 31 advertisers, they’ve yielded results better than average business-as-usual campaigns. To be more specific, they improved cost per acquisition by 17% and return on ad spend by 32%. This move towards automation and machine learning aims to prove that they’ve found a possible solution to limitation on user insights, following Apple’s crackdown on privacy control and multiple push for user data regulations in Congress. 


The Advantage+ Shopping Campaign is only a general feature of their Automation Ad Suite. In the suite offerings, there are multiple smaller features. Advantage+ Placement automatically expands their ads reach to every part of Facebook and Instagram like reels, stories, marketplace, and more; Advantage+ Creative automatically make small adjustments to make the ads more appealing; Advantage+ Lookalike and Detailed Targeting finds more potential audience beyond the advertiser’s set of target audience; and Advantage+ App Campaign adjust ads in real-time to yield better performance. 


Even though they’ve been integrating automation and AI into their ad features for years, we’re just now seeing their strong refocus on the main product offering in the wake of the Metaverse’s disappointing launch and their financial struggles last year. Because they tend to take too much control away from the advertiser, AI and automation may not be the clear future of digital advertising, but Meta is undoubtedly moving in that direction.


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