Unwrap AI-enabled performance this holiday season

Before we know it, the holidays will be upon us. Luckily, marketers can ensure a successful holiday season by utilizing the many business tools found in Meta Advantage, our portfolio of AI-enabled business tools designed to help advertisers maximize the value of their ads. Marketers can realize the best possible performance this season in three easy steps.

Create and meet demand with Meta Advantage

First, use AI-enabled tools like Meta Advantage to automate tasks and free yourself up to do more strategic work. Meta Advantage uses AI to optimize each step of your campaign, including audience, creative, destination, placement and budget to efficiently run your campaigns.

Advertisers can easily incorporate these tools into their strategies to achieve greater performance this season:

• Advantage+ shopping campaigns automates targeting, delivery, and placement of ad campaigns to find new customers. To better optimize their budgets for moments in time when they anticipate higher sales, marketers can also use budget scheduling when setting up their Advantage+ shopping campaigns.
• Advantage+ catalog ads automatically provide product recommendations within carousel ads based on a person’s interests. Advertisers can provide people with more engaging product information with product level videos in their campaigns. Advantage+ catalog ads also make Reels shoppable, allowing people to easily swipe through multiple products at once. These features help marketers drive sales for the best products from their catalog along with their hero creative.

In a recent study of US advertisers, we found that Advantage+ shopping campaigns drove $4.52 in revenue for every dollar spent on our ads. Our investments in AI are also increasing the overall average return on ad spend 12% since 2022.

Make ads faster with generative AI in Advantage+ Creative

Second, speed up your creative development with generative AI tools to appeal to the holiday shoppers. Generative AI tools in Advantage+ creative can help marketers create new ads faster with messages tailored for customers:

• Image generation creates full image variations inspired by original ad creative with text overlays and expands images for multiple surfaces.
• Text generation creates headline and primary text variations that reflect brand voice and tone, highlighting key selling points based on previous campaigns and text input.
• Text overlay and image expansion allow advertisers to apply text overlays to images and adjust creative assets for different aspect ratios across Reels and Feed for Instagram and Facebook.

Advertisers using creative diversification have seen a 32% increase in campaign efficiency and brands like Kitsch and Pact are using Meta generative AI tools to make ads faster as part of their strategies.

Build diverse, seasonally relevant creative with new formats

And third, surprise and delight your customers with engaging new ad formats and experiences throughout the season.

• Reminder ads help advertisers build awareness, anticipation and consideration during holiday sales on Instagram by reminding people to shop at the start and before the end of promotions.
• Advertisers can highlight their promo codes and make it easy for people to use them when clicking on an ad. Beauty Blender used Advantage+ shopping campaigns and highlighted their promotions resulting in a 51% decrease in cost per acquisition, a 137% increase in conversion rate and a 22% increase in ROAS.
• Advertisers in the US can make it easier for people to make a purchase on Facebook or Instagram after seeing an ad with Shops ads. Fossil used Advantage+ shopping campaigns and Shops ads to achieve a 37% lower cost per purchase compared to Advantage+ shopping campaigns alone.
• Click- to-message ads send people directly into conversations in Messenger, Instagram, or WhatsApp when they click on an ad. Huong Ho, a social retailer of health and beauty products from South Korea, recently used click-to-message ads to achieve 32% more purchases and a 24% higher return on ad spend.
• Businesses can also send customized marketing messages to people on WhatsApp. Brazilian financial technology business Infinite Pay used marketing messages with new optimizations to reduce cost per page view by 30% and increase click through rate by 20%.
• With Reels advertisers can lean into the power of video and storytelling with creators to drive improved performance on Reels. Coca-Cola France used Advantage+ app campaigns to realize a 23% lower cost per app install on Android with creator-led Reels.

And, for small and medium-size businesses that want more detailed guidance to improve their Meta campaign results, download the Meta Holiday Performance Playbook here.