Meta AI Features: Advantage+ Products

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Meta had great difficulty tracking ad performance due to Apple's ATT in 2022. As a result, many of Meta's targeting options were eliminated. Meta has therefore been increasingly expanding the automated area of ​​campaign placement since 2022. Trained algorithms are intended to replace the manual setting options. Meta calls this Advantage+.

For this purpose, Meta recommends selecting the configuration with Advantage+ optimizations when creating the campaign:

Meta AI Features - campaign configuration
Advantage+ campaign budget
In the course of the campaign setup, you will encounter the qatar whatsapp resource various Meta AI features aka Advantage+ products. We will go through these together one by one:

With this setting at the campaign level, you can tell Meta the total budget of the campaign (daily or runtime budget). The algorithm then takes over the distribution of the budget among the ad groups - based on the maximum achievement of the campaign goal, such as as many purchases, leads, etc. as possible.

Simple example: There are 2 ad groups divided into Female and Male. If you do not manually allocate the budget per group, the algorithm decides which gender will be provided with more budget to achieve the campaign goal.


Advantage+ placements
With automated placements, you can let Meta decide where your ads are displayed. This includes platforms such as Facebook, Instagram and the Audience Network, as well as various placements such as feed, story, reel, etc.

In most cases, it makes sense to activate all placements and to ensure that the advertising material looks good for all placements when designing the ad. However, it is occasionally worth taking a look at the platforms (using the breakdown function in Ads Manager) to analyze the Audience Network. Especially with video campaigns, it can happen that Meta invests most of the budget in so-called rewarded videos (placement in the Audience Network). These are videos that users cannot skip and receive a reward at the end of the ad. The Meta algorithm then returns a high viewing time in Ads Manager, although this was artificially generated. Therefore, our tip: With automated settings, always plan a manual look from time to time.