Meta unveils AI-powered advertising tools to boost campaign performance

These new tools and features are part of Meta's ongoing efforts to leverage AI in advertising

by Team PITCH
February 07, 2025

Meta unveils AI-powered advertising tools to boost campaign performance

Meta has announced a suite of new AI-powered advertising tools designed to enhance campaign performance and provide advertisers with more personalised recommendations. These innovations aim to streamline the campaign setup process, expand the reach of AI optimisations, and offer data-driven insights to improve ad effectiveness.

At the forefront of these developments is a new streamlined Advantage+ campaign setup, currently in testing. This feature allows more campaigns to benefit from the AI optimisations that have driven success for Advantage+ shopping and app campaigns. The simplified setup eliminates the need for marketers to choose between manual and Advantage+ shopping campaigns (ASC+), as all sales, app, and leads campaigns can now leverage advanced AI optimisations.

To highlight when these optimisations are active, Meta is introducing an Advantage+ 'on' label for campaigns utilising Advantage+ audience, placement, and campaign budget features. Early tests indicate that campaigns with this label are delivering similar Cost Per Action compared to previous ASC+ campaigns.

Meta is also expanding its AI offerings with the introduction of Advantage+ leads campaigns. This new feature applies full campaign automation to identify high-quality leads using AI efficiently. Initial testing shows promising results, with Advantage+ 'on' leads campaigns delivering an average of 10% lower cost per qualified lead compared to campaigns without this feature.

The company is renaming Advantage+ shopping campaigns to Advantage+ sales campaigns to better reflect the diverse range of advertisers that can benefit from this product. This change comes as ASC+ has experienced significant growth, with a 70% year-over-year increase in Q4 2024.

Meta's AI advancements have also led to improvements in ad quality. Since the launch of Meta Andromeda, the company has observed an 8% improvement in ads quality, resulting in better personalisation of ads shown from Advantage+ campaigns.

To further assist advertisers in maximising campaign performance, Meta is expanding the availability of its opportunity score tool in Ads Manager. This feature provides a unique 0-100 point score for each advertiser, indicating how well their campaign is set up for optimal performance. The score is accompanied by near real-time recommendations for improving performance, including suggestions to utilise Meta's AI-enabled Advantage+ suite.

Early tests of the opportunity score tool have shown promising results. Advertisers who adopted the recommendations saw a 5% median decrease in their cost per result. Meta is now extending this test to more businesses, starting with an initial set of campaign recommendations that have been proven through research to enhance performance.

In the coming weeks, some advertisers in the test group will see opportunity score recommendations alongside the streamlined Meta Advantage+ setup. This combination aims to provide marketers with a more powerful foundation for creating, managing, and running their campaigns.

These new tools and features are part of Meta's ongoing efforts to leverage AI in advertising. The company's most advanced AI solutions have become industry standards, helping marketers maximise campaign performance by matching ads to the people most likely to take action at the most efficient price.

As Meta continues to innovate in the AI-powered advertising space, these new features and tools are expected to provide advertisers with more efficient and effective ways to reach their target audiences and achieve their marketing goals. By combining easier access to AI optimisations with more personalised campaign recommendations, Meta aims to supercharge how advertisers drive results across its family of apps.

The introduction of these new AI-powered advertising tools underscores Meta's commitment to providing advertisers with cutting-edge solutions that harness the power of artificial intelligence to improve campaign performance and deliver better results. As these features roll out to more advertisers, the digital advertising landscape is likely to see a shift towards more AI-driven, personalised, and efficient campaign management strategies.