Looking for ways to boost your Facebook and Instagram ads performance this upcoming holiday season?
This could help.
Meta has published some new tips on how to maximize your ad placement options in the app, which also puts more reliance on its evolving AI tools for ad targeting.
Which Meta says are improving.
As per Meta CEO Mark Zuckerberg in last week’s Q2 earnings call:
“On advertising, the strong performance this quarter is largely thanks to AI unlocking greater efficiency and gains across our ads system. This quarter, we expanded our new AI-powered recommendation model for ads to new surfaces and improved its performance by using more signals and a longer context. It's driven roughly 5% more ad conversions on Instagram and 3% on Facebook.”
Worth taking note, then, of Meta’s latest placement tips:
1. Use all placements
Meta says that advertisers should remain opted into all placements across Facebook, Instagram, Messenger, Threads and Audience Network using Advantage+ placements.
“This will allow the Meta delivery system to allocate your budget across multiple placements based on where they're likely to perform best.”
So rather than restricting your campaigns to where you think your audience is active, Meta suggests letting its ad system find the most relevant people across its apps.
2. Use diverse assets
With Meta’s AI creative elements also evolving, it’s now easier than ever to create multiple creatives for each campaign, which Meta also recommends.
“Use Advantage+ creative in combination with Advantage+ placements to help ensure the right creative is in the right placement to increase the likelihood your ad will resonate with your audience. Consider using placement asset customization to tailor your creative for different placements.”
Meta’s various generative AI tools now enable you to tap into a broad range of ad customization and creation options, and like platform placements, having more creative options to display to different users will help to broaden your opportunities.
3. Use placement controls where needed
Finally, Meta advises that if you have a hard constraint and need more control over where your ads appear, you should use account-level placement controls to exclude specific placements or platforms.
“However, be aware that this may limit the effectiveness of Advantage+ placements.”
So, really, Meta’s main advice is that you should look to utilize its various AI tools to maximize your opportunities, and only restrict them if you really have to. Because if you let its AI targeting tools do their thing, that should drive better performance.
And eventually, Meta’s view is that its AI systems will be able to take care of your entire ad process, from creation to targeting to bidding, with you only needing to upload your URL for context.
We’re not there yet, but Meta is confident that its AI-powered ad systems will get you better results.
