Meta has introduced new Advantage+ AI-powered features to help advertisers maximize the performance of their campaigns. The new tools include a streamlined Advantage+ campaign setup for shopping (ASC+) and app campaigns.

When brands open Ads Manager, rather than selecting shopping campaign or manual sales campaign options, advertisers are shunted to a single ad creation centre and the setup features shown to drive high performance for sales campaigns: Advantage+ campaign budget, Advantage+ audience, and Advantage+ placements. Additional Advantage+ features such as Advantage+ creative and Advantage+ catalog ads can be added to the process.

Manual campaign features are still available in the new setup. If users decide to change recommended settings, Advantage+ will switch off and allow the creation of a campaign based on a set budget strategy or reach based only on a specific age range.

Meta is also rolling out Advantage+ leads campaigns. This campaign feature allows advertisers to apply AI-powered automation to find high quality leads. Meta says that in early testing, leads campaigns that had Advantage+ switched on were delivering on average 10% lower cost per qualified lead compared to campaigns with Advantage+ switched off.

Additionally, Meta has recently been testing opportunity scores in Ads Manager. This new feature provides a zero to 100 score to show advertisers if a campaign is set up to maximize performance. It also offers near real-time recommendations showing what can be done to help improve performance. Early Meta tests show that marketers using score recommendations saw a 5% median decrease in cost per result. New recommendations will be added as other studies are completed. Some advertisers in the test group will also begin to see opportunity score recommendations together with the streamlined Meta Advantage+ setup.

Meta will be adding the new AI innovations to Ads Manager this year.