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Meta Brings Automation to Small Business Advertising

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Meta is rolling out new tools to help small business advertisers take advantage of advances in AI and automation.

Small businesses can now take advantage of Meta’s Advantage+ advertising technology when creating ads through Facebook Pages.

Meta’s cutting-edge AI and automation product for advertisers, Advantage+, was purpose-built for serious campaigns. Currently used when running a single ad.

Additionally, Meta is upgrading Advantage+ with new features such as shopping campaigns, app campaigns, and more.

Here’s an overview of all meta-advertiser updates:

Meta Advantage+ for SMEs

Now available for small businesses Advantage+ be creative advantage audience Create an ad through your Facebook page.

With Advantage+ creatives, your ads are automatically tailored for each viewer. Meta shows the version of the ad that individual users are most likely to respond to.

Advantage audiences allow businesses to more effectively target their ads to relevant people. Meta uses the business’s Facebook page details to create a personalized audience to serve ads to.

These tools are available starting today.

Advantage+ Shopping Campaign

Meta Advantage+ now helps advertisers running shopping campaigns learn more quickly what works.

Using AI and automation technology, Meta Advantage+ can generate up to 150 creative combinations at once.

Running multiple versions of an ad at once is intended to help advertisers quickly identify what drives conversions. Using this data, advertisers can use their budgets more efficiently.

Blog post meta state:

“A study of 15 A/B tests2 found that Adventure+ Shopping campaigns cost 12% less per purchase conversion compared to advertisers’ Business as Usual (BAU) ads. These savings enables companies to reinvest in their marketing strategies and drive customer acquisition and sales more efficiently.”

The Advantage+ shopping campaign will roll out to e-commerce and retail advertisers on August 15th.

Later this year, US businesses with checkout-enabled shops will have the option to add their shop as a destination for Advantage+ shopping campaigns.

Meta Advantage+ App Campaign Update

Meta is releasing a series of updates to its existing Advantage+ solution.

Advantage+ app campaigns are updated as follows:

  • Greater creative flexibility with asset pairing and improved stability
  • 7 days of click attribution
  • Split testing feature
  • Deeper reporting insights with geographic and ad-level data

Better results for advertisers?

It’s no secret that Facebook’s ad targeting capabilities were hit hard when Apple allowed users to block trackers on iOS. As a result, Meta’s ad revenue growth began to slow.

Meta’s final quarterly report revealed that the company experienced a decline in advertising revenue for the first time. Meta is under pressure to deliver better results next quarter.

By offering advanced targeting capabilities to small business advertisers, Meta can get the boost it needs in the short term. The question is whether this solution will deliver long-term results for advertisers.

Meta’s next quarterly report will be interesting as it will show whether advertisers are selling on Advantage+.

sauce: meta
Featured Image: Wirestock Creators/Shutterstock