Meta Advantage+ & Conversions

It’s no news that AI is taking over most product features. This is why many product owners and developers are constantly looking to ways to integrate it into their products as a way to improve performance and also bring about customer satisfaction.

My question to you is, “Have you been leveraging AI?”

The social media advertising giant is in no way behind in this new trend which has led to the development and integration of several AI capabilities and dependencies on their ads manager.

If you have been running ads on the meta platform using the ads manager, I am sure you must have come across the advatange + integrations – advantage + audience, advantage + placements, advantage budget optimization etc.

And if you have not, let me take you through a quick explanation on what this is and how you can leverage on it.

See how meta explains this;

What is Meta Advantage + Audience

Meta Advantage+ audience lets you use Meta’s advanced AI to find your campaign audience. It can be the easiest to use and best-performing Advantage audience automation option yet.

When tested by Meta against other audience options, Advantage+ audience has typically improved performance on campaigns using all objectives.

We saw:

• 13% lower median cost per product catalogue sale
• 7% lower median cost per website conversions
• 28% lower average cost per click, lead or landing page view

How does it work?

Like every AI learns as it is given more information and based on the provided information it begins to learn how to better do the assigned task. Meta Advantage + audience is not any different.

Meta AI leverages on different pieces of information like interactions with previous ads, meta pixel data, past conversions, creative direction, ad copy etc to find the right audience as it learns in the period of the campaign.

As it learns it shows your ads to more people who are likely to respond and perform the desire actions.

Why should I use advantage + audience for my conversion campaigns?

But before we get into the why, it’s important to define what is conversion?

Conversion is any advertising endeavor is what you call it. It can vary from business to business, and also based on the objective for the campaign.

Conversion to business A can be to get more people to fill a form, that they can they nurture into sales. To another business it could be to make a purchase directly from their website. So depending on what you have defined as your conversion, should you use advantage + audience or the original audience setup.

Let’s look at an example

If my objective is to get leads; not just any leads but quality, should I use advantage + audience.

In the above example; it is expected that my conversion setup would have been set that anyone who successfully fills the form is a lead.

Then comes the question of quality because based on the conversion setup what meta advantage + will do is to look for people who are going to fill that form, there by completing the conversion action.

Meta’s AI will go all out to get more people to fill that form and thereby increasing the number of conversion and also reducing the cost per conversion.

In this scenario, will the lead quality be compromised?

Before we answer that, Let’s see another scenario.

Objective here is to get people to buy a product. In this instance the conversion action would have been setup for actual purchase.

Using advantage + audience, Meta will go all out leveraging different touchpoint to reach people who will take that conversion action which is to purchase. In this instance, I am particular about the sales and not where they are coming from.

Looking at the two scenarios and if you have other instances, how would you use advantage + audience.

Let me know in the comment below.