Letting Meta Ads Work for You

Meta’s advertising business leverages large-scale machine learning (ML) recommendation models that power millions of ads recommendations per second across Meta technologies. Consider the following best practices as you develop your campaign:

• Avoid creating too many ad sets that tend to have overlapping audiences.
• Structure bidding and budgets to enable ads to reach the most cost-effective audiences and maximize delivery.
• Increase the number of placements you opt into.
• Create a focused set of distinct creatives and maintain an optimal number of ads within each ad set to maximize performance and avoid creative fatigue.

Optimizing these best practices can help your ads perform better and make it easier to scale your ad sets. This allows your budget to be used more efficiently, helping your campaigns move through the learning phase faster so our ad delivery system can fully optimize your ad performance.

Government, political and nonprofit advertisers should leverage Meta’s machine learning and optimization tools to explore new strategies, rather than relying on manual bidding and budget controls, complex audience targeting and excessive amounts of creative assets.

Meta’s machine learning leverages data and pairs it with what you know about your audience. You tell our ad delivery system the kind of people that you want to reach, and our system follows your guidance to match creative to the right people who are most likely to take an action. We use these signals to continuously learn and improve as we serve ads to your audience.

By opting into products that utilize machine learning, you should see optimal results that require a much less hands-on approach. Consider the following features and campaign parameters to let our machine learning do the heavy lifting for you.

Advantage+ campaign budget (also known as Campaign budget, or Budget with Advantage+ on) is a way of optimizing the distribution of a campaign budget across your campaign's ad sets. This means we automatically and continuously find the best active opportunities for results across your ad sets and distribute your campaign budget in real time to get those results.

Advantage+ campaign budget still allows for budgeting controls between ad sets but doing so could limit the flexibility your campaign can have when optimizing for the best performing ad sets. Learn more about ad set spend limits and our best practices.

We understand that cost controls are important for some advertisers, so you may want to explore cost and bid controls. If using the above two strategies together, ensure you know what to look for by understanding Advantage+ campaign budget reporting when using the highest volume bid strategy.

Advantage+ Placements enable Meta platforms to get the best results available across all default placements that are available. Advantage+ Placements efficiently uses your budget and helps control costs. Note that if you are running ads about social issues, elections, or politics, some placements will not be available to your ads. We still recommend you leverage Advantage+ Placements: you will not be charged for placements that aren’t available for ads that fall in scope of social issues, elections, or politics.

Account simplification, Audience and or consolidating your ad sets and keeping audiences broad, should be adapted when you are looking to achieve scale with your campaigns. If audiences are too small or campaigns / ad sets are duplicative and overlapping, you can experience delivery complications that limit results and scale. This is because our algorithm has to further break up your budget to test delivery and results on more ad sets.

Government, political and nonprofit organizations have a finite amount of time and resources. Taking a hands-off approach of simplifying your campaigns and opting into products that fully leverage machine learning will allow you to see results that work for you.