To enable advertisers and B2B marketers with resources that bolster objectives such as growth and sales, Meta has launched ad automation tools & B2B targeting options that streamline the process of reaching potential consumers.
The B2B targeting options and Advantage+ shopping campaigns - the slate of ad automation tools by Meta, have been rolled out globally to advertisers.
Advantage+ Shopping Campaigns
Advantage+ shopping campaigns help advertisers stay updated on faster and better conversions. It eliminates the manual steps of ad creation and automates up to 150 creative combinations at once. This helps advertisers more learn about what ads are working in a quicker and simpler way.
Rolling out to e-commerce and retail advertisers on August 15, the Advantage+ shopping campaigns tool gives advertisers new ways to optimize campaigns. Advantage+ shopping campaigns use AI to automate the campaign creation process and are powered by new machine learning models.
In a study of 15 A/B tests, Meta discovered that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads. With these savings, businesses can reinvest in their marketing strategies and drive customer acquisition and sales.
Small businesses will also be able to use Advantage+ creative and Advantage audience to create ads through their Facebook Page. These tools help them save time while using fewer dollars to learn which ad is performing best.
Advantage+ creative automatically adjusts ad creative for each person who views your ad. This helps show them the version they’re most likely to respond to, delivering better ad performance.
Advantage audience creates a personalized audience based on the Page details and automatically adjusts over time to help reach more relevant people with the ad. Small businesses can now leverage Advantage+ creative and Advantage audience when they create ads from their Facebook Page.
Additional Updates to Advantage+ Solutions:
- Advantage+ App Campaigns: More creative flexibility with asset pairing and improved stability, 7-day click attribution capabilities to improve performance for campaigns with longer conversion windows, split testing capabilities to identify effective strategies and more granular reporting insights with the region and ad-level reporting
- Advantage+ Creative: Now advertisers have more options to optimize their creative in Ads Manager. When an advertiser uploads an image or video for a campaign, they can create multiple versions of an ad that are optimized for what the viewer is most likely to respond to with standard enhancements. We’re also beginning to test a new optimization that will add music from our sound catalogue to image-based ads, creating a more immersive experience for placements in Reels ads.
B2B Targeting
Meta has now rolled out the ability to target B2B audience segments globally, allowing them to reach over 200 Mn small, medium and enterprise businesses across geographies.
The following targeting options are available for B2B marketers on Meta-owned platforms:
IT decision-makers: A B2B audience segment that targets ads to people who are IT decision-makers based on their job titles.
Business decision-makers (titles and interests): A B2B audience segment that targets ads to people who are business decision-makers based on their job titles and interests.
Business decision-makers: A B2B audience segment that targets ads to people who are business decision-makers in engineering/IT, operations, HR, strategy, or marketing, based on their job titles.
New active business: Admins of engaged businesses that were created in the last 6, 12, or 24 months, consisting of three segments, with one for each timeframe.
The B2B targeting options are designed to provide a filtered audience, straining out business professionals on the platform who would be relevant viewers for B2B campaigns.
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