Meta has unveiled updated guidelines for improving the effectiveness of AI-driven advertising on its platforms, including Facebook, Instagram, Messenger, Threads, and Audience Network. The new guidance follows Mark Zuckerberg’s announcement that AI recommendations helped advertisers increase conversions by 5% on Instagram and 3% on Facebook.
“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”, Zuckerberg said.
Key tips from Meta:
- Use all placements: Meta recommends activating the “Advantage+ placements” feature to optimally distribute the advertising budget across multiple platforms with high efficiency.
- Use diverse assets: it is recommended to develop multiple ad variants for each campaign, using the “Advantage+ creative” feature together with placement customization tools to adapt content to different formats and placements.
- Use placement control only when necessary: for advertisers with special restrictions, Meta suggests using placement control at the account level, but warns that excluding some placements may reduce the effectiveness of Advantage+ placements.
Thus, Meta’s main recommendation is to use a variety of AI tools to maximize opportunities and limit them only when absolutely necessary. The company also plans to expand the use of AI in advertising development in the long term, covering campaign creation, targeting, and other components. However, the exact timing of these innovations is still unknown.
- Recommendations: Meta Blog
- Mark Zuckerberg’s speech
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