Meta is launching a new suite of tools to help advertisers expand and optimise campaign performance with AI tools and accessible recommendations proven that can drive results.
The product enhancements in Ads Manager, which will be tested globally with advertisers in the coming weeks, include a new scoring tool and automated workflows featuring a lead-generation objective for full campaign automation.
New products AI tools at Meta
Among the products is Opportunity Score, which will help advertisers enhance performance by prioritising effective campaign recommendations in near real-time.
The feature will allow businesses to see their ‘opportunity score’ from between 0 to 100 in Ads Manager, along with personalised campaign recommendations to improve performance.
Meta Advantage+ is also testing a new campaign set up to bring AI-optimisations that power Advantage+ Shopping and App campaigns to more advertisers.
The AI optimisations will be turned on when an advertiser sets up a sales, app install, or leads campaign and will allow advertisers to make manual adjustments if preferred. The test will rebrand Advantage+ Shopping campaigns to Advantage+ Sales campaigns.
The addition of Advantage+ leads campaigns introduces a new objective for full campaign automation in addition to sales and app campaign end-to-end solutions within Meta Advantage+. It will allow advertisers to generate high-quality leads efficiently using the AI-optimisations proven to maximise performance potential.
‘AI has the potential to revolutionise the way businesses approach advertising’
Nicola Mendelsohn, Meta’s head of global business group, recently visited the tech giant’s Singapore headquarters and reiterated Meta’s commitment to innovating performance for advertisers in a press conference.
“We believe that AI has the potential to revolutionise the way businesses approach advertising. With these new tools, we’re making it possible for more advertisers to access and test the benefits of AI-driven optimisation and personalised guidance,” she said.
Meta’s head of global business group Nicola Mendelsohn
Mendelsohn also noted that advertisers will be able to manually adjust settings in the new look Advantage+ setup.
“Advertisers don’t have to run Advantage+ sales campaigns if they’d prefer to turn off our most advanced AI-optimisations. In this new setup, they can easily see when Advantage+ is ‘off’ with the toggle on the right hand rail.
“That said, Advantage+ shopping campaigns is one of our fastest growing ad solutions and has widely proven its ability to drive ROI – with studies showing a 4x higher ROAS for APAC advertising campaigns when they adopted Advantage+ shopping campaigns
“Our priority as we enter a new era of AI-driven ad tools is to make sure we’re helping advertisers optimise their campaigns for what they value most. Which is why we’ll continue to invest in tools that help advertisers guide our AI to deliver on their goals,” she said.