How to Make the Most of Meta Advantage+
Meta’s AI-driven ad tools have now been grouped together under Meta Advantage+. The powerful product suite uses machine learning to connect the right creative, with the right audience, at the right time. It’s helping brands to reach the right people more efficiently, but how can you gain a competitive advantage with a tool that all brands have access to?
Meta Advantage+ can be used to run shopping or app campaigns. It encourages brands to load more creative assets into one campaign with broad audience targeting based on geography and age. This enables Meta’s algorithms to target audiences with the most relevant ad throughout the customer journey.
Labelled as “an end-to-end automated solution to maximise online sales”, Meta Advantage+ Shopping campaigns optimise across creative, targeting, placements, budget, and destination in order to drive sales. It’s a great tool for Meta advertisers because it helps us achieve audience, message, and product or service alignment across more ad placements with less effort. It has also been shown to increase reach, incremental purchases, and return-on-ad-spend while decreasing average cost-per-acquisition.
However, the product suite is widely available to brands advertising on Meta. So, you still need to actively manage your campaigns to truly get ahead of your competitors.
Here are three ways you can leverage Meta Advantage+ to create a competitive advantage.
Differentiate your brand.
Improve product development.
Invest with impact.
Differentiate your brand.
Since Meta Advantage+ campaigns consolidate many different ad types, brands can target their audience across the entire customer journey from one campaign. You can exert less effort on tactical campaign management, such as setting placements and detailed audiences, and spend more time researching your market. You can study competitor offerings, research your target market, and monitor consumer trends. You’re in a better position to take a zoomed-out view of the market and create a unique brand position.
Meta’s Advantage+ shopping campaigns also handle creative optimisation and present assets dynamically. But, if you set and forget, you’ll miss out on opportunities to find out what’s converting and why. It’s important to set up strong feedback loops within your business, sharing insights as to what creative delivers the best impact and finding opportunities to produce more of it.
Improve product development.
eCommerce is often reactive. Products move from development to launch faster and major sales events have increased in popularity. Consumers have also started to crave newness, meaning that many eCommerce brands have started launching products and collections more frequently.
As a result, advertisers have to be adaptive and reactive, constantly setting up new, highly personalised ads to help sell the products. However, Meta’s Advantage+ suite makes it easier to create personalised campaigns quickly. Smart advertisers will start looking further upstream in the production lifecycle and begin influencing ideation, validation, and development, ensuring that the product has market appeal at launch.
Invest with impact.
Meta Advantage+ campaigns are easier to manage, but you still need to keep your eyes on performance. You might glance at a campaign and see that it’s generating a high return on ad spend, but do you know where the conversions are coming from? Which audience and creative combination is delivering that result and why? Does this align with the strategic direction of your brand?
When you set up a Meta Advantage+ campaign, you will be encouraged to bundle your creative assets and audiences together, so that the algorithm can work its magic with all of your inputs. However, when you put everything in one basket, you lose some visibility. Running traditional campaigns with narrower audience parameters alongside Meta Advantage+ campaigns will help you to ensure you’re reaching the right people.
Algorithms don’t always know what audiences you might be willing to invest in now to set your brand up for future success. When you monitor your results and run controlled campaigns alongside AI-driven campaigns, you have a better chance of gathering insights and investing your advertising budget with impact.
Elevate your strategy.
Meta Advantage+ campaigns leverage AI to simplify ads management, enhance full-funnel targeting, and create budget efficiencies. They can also be used to create a competitive advantage if you keep a close eye on performance and use the time you win back wisely.