Supercharge your campaign performance with new Advantage+ AI features and experimentally proven recommendations

Key Takeaways

We’re introducing new tools to help businesses maximize their campaign performance with more AI innovations and experimentally proven recommendations:

• We’re testing a streamlined Advantage+ campaign setup for more campaigns to benefit from the AI optimizations driving performance for Advantage+ shopping and app campaigns today.
• We’re also introducing Advantage+ leads campaigns, which taps AI optimizations to help advertisers find the highest quality leads.
• We’re expanding opportunity score to more advertisers. This tool in Ads Manager aims to help improve performance by offering experimentally proven recommendations¹ that can be adopted in just a few clicks - including applying AI optimizations.
• We’ll bring these latest innovations together for advertisers in Ads Manager this year, combining easier access to AI optimizations with more personalized campaign recommendations to supercharge how advertisers drive results on our apps.

A streamlined campaign setup, same strong performance

Since introducing the Meta Advantage+ suite, our most advanced AI solutions have become an industry go-to, helping marketers maximize the performance of their campaigns, matching ads to the people most likely to take action at the most efficient price. Today, Advantage+ shopping campaigns (ASC+) has been one of our fastest, most consistently growing AI-powered ad products, most recently growing 70% year over year in Q4² . And since the launch of Meta Andromeda, we’ve seen an 8% improvement in ads quality, better personalizing the ads we show from Advantage+ campaigns³ .

To help more businesses maximize performance with AI, we’re testing a new streamlined Advantage+ campaign setup so marketers no longer need to choose between running a manual or ASC+ campaign. In this new setup, all sales, app and leads campaigns can benefit from the AI optimizations that drive performance for Advantage+ shopping and app campaigns today. And our complete range of ad tools will remain available to meet businesses’ needs.

To show advertisers when our most advanced AI optimizations are applied for the best performance, we’re adding an Advantage+ ‘on’ label to campaigns. These optimizations will be turned on when businesses use Advantage+ audience, placement and campaign budget. Campaigns that have Advantage+ ‘on’ in this test are delivering similar Cost Per Action compared to previous Advantage+ shopping campaigns⁴ .

We’ll also be renaming Advantage+ shopping campaigns to Advantage+ sales campaigns to better reflect the full range of advertisers that can benefit from this product.

Introducing Advantage+ leads campaigns

Advertisers often ask us to expand the Advantage+ suite to more campaign objectives. With this in mind, we’re also rolling out Advantage+ leads campaigns, so advertisers can now apply full campaign automation to efficiently find high quality leads with the help of AI. The new streamlined Advantage+ setup will also be testing with Advantage+ leads campaigns. In early testing, leads campaigns that had Advantage+ ‘on’ in this setup were delivering on average 10% lower cost per qualified lead compared to campaigns with Advantage+ ‘off’⁵ .

Experimentally proven recommendations to help maximize campaign performance

Marketers routinely ask for more personalized guidance and specific recommendations for how to drive the best results with our tools. Over the past months, we've been testing opportunity score in Ads Manager. This new tool offers a 0-100 point score unique to each advertiser to educate how well their campaign is set up to maximize performance. The score is coupled with near real-time recommendations for what an advertiser can do in just a few steps to help improve performance, including tapping our AI-enabled Advantage+ suite. In our early tests, advertisers who adopted opportunity score recommendations saw a 5% median decrease in their cost per result⁶ .

Now we're extending this test to more businesses, starting with an initial set of campaign recommendations that are proven by research to help increase performance, and we will add new recommendations as additional studies are completed.

In the coming weeks, some advertisers in our test group will also begin to see opportunity score’s recommendations together with the streamlined Meta Advantage+ setup, helping us learn if this gives marketers a more powerful foundation to create, manage and run their campaigns.