Meta doubles down on AI tools to boost ad performance

Meta is launching a suite of AI-powered tools to drive campaign performance for advertisers on the platform.

The tools, which are expected to be tested by advertisers globally over the next few weeks, will offer guidance on best practices for ad campaigns, introduce AI optimisation by default, and allow for a greater degree of automation in areas like lead generation.

To boost performance, advertisers can use a tool called Opportunity Score, which grades their campaigns from zero to 100. Advertisers can use recommendations provided by Meta to improve the score in almost real-time, including suggestions on the optimal use of AI. Higher scores indicate that a campaign adheres to Meta's best practices.

Nicola Mendelsohn, head of global business at Meta, said, “In early testing, advertisers who adopted Opportunity Score recommendations saw a 5% median decrease in their cost per result.”

Meta launched Advantage+ shopping campaigns in 2022 as a solution for performance-focused advertisers, using AI to automate ad creation. It is testing a new variant called Advantage+ sales, which will enable Meta’s AI optimisations by default on all sales, app installations, or lead generation campaigns. The company has also introduced Advantage+ leads campaigns, which will help advertisers use AI to generate high-quality leads specifically.

The decision to automate large parts of the ad-creation process on Meta has been critiqued in the past, with automatic adjustments kicking in without advertisers being notified, discussions around giving up control over ad placements and creative assets, and fears that if not properly managed, such tools could result in a flood of low-quality ads.

Mendelsohn said, "We are trying to make it easier for advertisers to take advantage of AI-powered products that increase ROAS and performance. The earlier days of this product [Advantage+] was targeted around our performance advertisers. But with learnings over the last couple of years, we have seen that the insights and products are applicable across all verticals and advertisers. The renaming is very much about welcoming all advertisers to get involved and reap the benefits.”

Speaking about potentially wresting control away from advertisers, she said, “We never force anybody to do anything. While we have spoken a lot about AI and automation, ultimately, we want to put power in the hands of the advertisers. If you don't want the recommendations or to use the tools, you have the option to disable them.”

The launch of these tools is significant for Meta in APAC. A study conducted by the platform revealed that its AI advertising tools drove more than four-fold in returns on spend for advertisers in the region.

Mendelsohn added, "Almost all our advertisers are using one of our AI-powered tools and adoption of Advantage+ shopping campaigns continues to scale—growing revenue 70% YOY in Q4."