Meta Advantage+ explained in two minutes

Three years ago, we introduced Meta Advantage+; a suite of automated ad products that use AI to help advertisers maximize campaign performance. Since then, we’ve made ongoing enhancements, incorporating advanced AI models like Andromeda and Meta Lattice, streamlining experiences, and making it easier to adopt our proven best practices with opportunity score. Already, advertisers who adopted opportunity score recommendations saw a 5% median decrease in their cost per result¹.

Today, almost all of our advertisers are using at least one Meta Advantage+ product. And studies show that for every dollar spent with our AI-enabled Advantage+ products, advertisers generate on average $4.52 in revenue for their businesses, an increase of 22% compared to business as usual campaigns.

Now, we’re providing an update on the individual Advantage+ products that are behind this success. In our latest explainer video, we highlight five key areas Meta Advantage+ can be leveraged to elevate your advertising strategy.

Here are the highlights:

Meta Advantage+ is a suite of products that use AI to optimize in real time and match ads to the people most likely to take action.

Advertisers have two options depending on what best supports their business needs: what we call ‘end-to-end’ solutions, automating the audience, budget, and placement of their campaign, or ‘single-step’ solutions, automating one or some pieces of their campaign.

End-to-End Solutions

The most efficient way to reach your business goals, these products take the guesswork out of maximizing performance while requiring the fewest steps to get setup. This includes benefiting from our most advanced AI optimizations, which are applied when businesses use Advantage+ audience, placement, and campaign budget. We're also streamlining the campaign setup for sales, app, and leads campaigns by automatically turning on these optimizations and adding an Advantage+ ‘on’ label to show advertisers when we are applying our most advanced AI to maximize their performance.

One example of an AI optimization we apply is Meta Andromeda, which has enabled an increase in the complexity of models we use for ads retrieval. This has driven an 8% increase in ads quality, helping us better personalize ads delivered from Advantage+ campaigns.

End-to-end solutions include:

• Advantage+ sales campaigns (formerly Advantage+ shopping campaigns): for advertisers whose primary objective is to drive sales online, this tool uses AI to find the customers most likely to purchase your product. Businesses that used Advantage+ sales campaigns saw 9% lower cost per action, on average².
• Advantage+ app campaigns: for advertisers whose primary objective is to drive app promotion, this solution leverages AI to optimize app installs, engagement, and conversions, helping mobile app advertisers reach their target audience and achieve their business goals. Businesses that used Advantage+ app campaigns saw 7% improved cost per action on average³.
• Advantage+ leads campaigns: for advertisers whose primary objective is to find high-quality leads, ALC+ is our newest end-to-end tool that helps advertisers automate the entirety of their campaign to optimize for cost-effective, high quality leads. Businesses using Advantage+ leads campaigns saw 10% lower cost per qualified lead, on average⁴.

Single-step solutions

If an advertiser prefers to specify a certain area of their campaign to automate, Meta Advantage+ also includes a variety of single-step options, including:

Advantage+ audience
Ensure your ads are seen by potential customers most likely to convert. By applying AI to your audience targeting, our system helps you find the most relevant customers, even those you might not have realized would be interested in your product. Advertisers using Advantage+ audience see 7% lower cost per website conversion, on average⁵.

Advantage+ placements
Automatically run your ads across the most effective surfaces across Meta's platform so you can meet your customers where they’re spending their time. This means you can focus on creating compelling ad content while our AI optimizes your ad placement for maximum impact. With Advantage+ placements, you can reach a wider audience, drive more conversions, and achieve a higher return on investment—all with less effort required.

Advantage+ campaign budget
Optimizes your budget allocation in real-time to ensure maximum efficiency and effectiveness. By using this feature, you can ensure that your ad spend is allocated to the most effective channels, driving more conversions and revenue for your business. Advertisers using Advantage+ campaign budget saw an average 4.6% CPA decrease when enabling with single pixel autobid campaigns⁶.

Advantage+ creative
Supercharge your creative diversification strategy by automating the creation of multiple ad iterations and audience combinations to maximize performance. This is also where our Generative AI for ad creative tools live, adjusting aspect ratios, ad copy, and even adding motion to generate high-quality, diverse ad creatives at scale. On average, ad campaigns using our background image generation feature resulted in an 11% higher click-through-rate and compared to campaigns not using these features⁷.

Ben & Jerry's used Advantage+ creative to diversify its ad strategy and saw significant improvements in engagement and conversion rates. Running a Meta Advantage+ catalog ad campaign with the generative AI ad feature for background image generation turned on drove a 7% increase in link clicks, compared to using its usual creative assets.

Advantage+ destination
Tap AI to automatically optimize your ads based on your customer’s preferred shopping destination. For example, with Shop ads, advertisers can benefit from AI-enabled optimization that work with Advantage+ sales campaigns to show ads to the people our system predicts are most likely to make a purchase from a Facebook or Instagram Shop. Businesses using Shop ads and Advantage+ sales campaigns saw 29% incremental ROAS on average ⁸.

Looking Ahead
The consumer journey is no longer linear and social has overtaken search as the largest channel for people to discover new products and brands⁹ . Savvy businesses are adjusting their marketing mix to grow their investments with the most effective channels. To join the millions of advertisers maximizing performance with Meta Advantage+ click here.