What are Facebook and Instagram Advantage+ ads?

Advantage+ ads are Meta's AI-powered advertising solutions designed to optimise ad performance across Facebook, Instagram, Messenger and Meta Audience Network.

These ad types leverage machine learning to automate ad targeting, placement and creative delivery to maximise outcomes.

Advantage+ currently offers two main campaign types

Advantage+ Shopping Campaigns which are optimised for e-commerce advertisers to drive online sales. They use machine learning to test different audience segments, placements and creative combinations to maximize conversions and return on ad spend (ROAS).

Advantage+ App Campaigns which are designed to maximize app install campaign performance. Meta’s AI identifies high-value users most likely to install and engage with an app, expanding beyond predefined targeting to maximize results.

Key features of Advantage+ ads

Automated Optimisation: The system continuously analyses user interactions and metrics to modify ad delivery for improved effectiveness.

Advanced Targeting: Advantage+ Audience finds users likely to be interested in the ads which improves relevance and response rates. The system uses AI to expand targeting beyond predefined audience settings to find people more likely to convert.

Simplified Campaign Setup: Advertisers can create campaigns with fewer inputs and bulk create up to 50 ads at once.

Placement Optimisation: The ads are automatically shown across multiple platforms like Facebook, Instagram, Messenger and Audience Network to maximize reach and conversions.

Creative Flexibility: The setup supports various ad formats, including images, videos, playable ads and Instant Experiences. The AI also automatically enhances ad creatives by adjusting elements like brightness, contrast and aspect ratios to improve engagement.

Budget Management: AI automatically allocates budget to the best-performing ads and placements.

Performance Tracking: Meta provides detailed analytics on sales, conversions and audience insights, helping businesses make data-driven decisions without the need for complex A/B testing.

Conclusion: Why should you use Advantage in Campaigns

Using Advantage+ Facebook Ads can help you save time, improve ad performance and maximize your return on investment (ROI) through AI-driven automation.

Since Meta's machine learning analyses vast amounts of data to optimise audience targeting, ad placements and creative combinations, your ads are more likely to reach the right people at the right time.

Instead of relying only on predefined audiences, Advantage+ expands reach to find new high-value customers, increasing conversions and sales.

Advantage+ also dynamically adjusts ad spend between different audience segments and placements to get the highest return on ad spend (ROAS) and lower cost per acquisition (CPA).