Strategy

The 5 Best Practices for Meta Advertising in 2024

You’ll generate the most ROI when you leverage AI tools like Advantage+ audiences, creative enhancements, and placement optimizations.

 

AI is here to stay and PPC ad platforms are using and standardizing these tools. That is especially true for all Meta platforms.

Meta has recently rebranded Advantage+ and Advantage suite of tools. It is also encouraging advertisers to automate as much of their advertising processes as possible. There are some things you can do to get the most out of Meta Advertising while maximizing AI usage.

 

Make Your Account Structure as Simple as Possible

You want to set your campaigns up to allow them to effectively generate as much revenue as possible while consuming as little ad spend as possible. So, you generally have to create fewer campaigns while using an Advantage campaign budget.

 

You can simplify your campaign structure by consolidating all similar campaigns into a single Ad campaign. That will make your campaigns much more efficient because it will reduce overlap in your adauctions. You can also allocate your budget towards the campaigns that will best help you achieve your goals.

 

That’s possible because you can toggle your Advantage campaign budget and allocating your spend across various ad sets based on their performance. You’ll make your spends much more efficient by automating them. The same applies to your CPAs.

 

This strategy won’t deliver spectacular results when you’re focusing on retargeting or prospecting campaigns though. You’ll need to break your targeting audiences down into different campaigns. But you should only do that if you have a strong business reason for doing so.

 

Test Meta Advantage+ Audience

You need broader audiences for Meta Advantage+ ad campaigns to work well. Meta Advantage+ is basically an AI-powered audiencethat changes who it displays ads to based on the performance of previous and similar campaigns. Advantage+ will broaden and change your audiences based on your goal.

 

Advantage+ Audience consists of two key sections:

●    Audience controls - you need to integrate these into every Meta campaign that you run. You input targeting parameters that help you define your audiences as accurately as possible. You have a limited number of options to select from:

○    Location

○    Age

○    Address

○    Any custom audiences you want to exclude

●    Audience suggestion - you can incorporate standard Meta targeting criteria in your campaigns. Examples include interests and behaviors.

 

Leverage Creative Enhancement

The creative enhancements option has got to be one of the biggest and most visible updates to Meta’s automated tools set. These enhancements are collectively referred to as Advantage + creative. Meta uses these to automatically optimize your Ads’ appearance. Some areas it adjusts include:

●    Adjusting image brightness and contrast

●    Applying artistic filters

●    Adjusting and varying the aspect ratio

●    Adding templates to feed images

●    Adding labels

●    Displaying relevant Facebook and Instagram comments

●    Combining text

●    Selecting appropriate music

 

Meta tends to automatically apply all or most of these enhancements to your ad copy when necessary. Keep in mind that while most enhancements will have little effect on your ad copy, some can substantially alter and even completely transform their looks. These include:

●    Image templates

●    Music

●    Image expansion

 

Use New Lead Generation Features

Meta is coming up with two new changes to lead generation forms. These are:

●    Conditional logic - this addresses a common complaint with Meta advertising - quality. You can drive respondents to various customized end pages based on their answers to unique questions. You can also customize end pages and destinations based on user answers.

●    Rich creative - these lead forms let you customize them and add more appealing visuals to them. They also have several more sections than the conditional logic forms do. You don’t have to begin the form with a bunch of what may be perceived to be intrusive questions. Instead, you can start with these sections (note that all are optional)

○    Benefits - you can add up to three unique benefits of your offer that support your overview

○    How it works - inform visitors how they can start using your brands, or how they can sign up to learn more about what you sell.

○    Products - educate visitors about what you sell/

○    Incentives - get visitors to give you their contact information by offering them valuable freebies.

 

You will increase audience engagement when you add these sections. You can also boost your conversion rates.

 

Experiment with Advantage+ Placements

Meta has offered Advantage + Placements ads for awhile now. They represent Meta’s latest evolutionary advancements. Meta can use these to run ads in and allocate advertising spends to various points (sites and platforms) across Meta.

 

When the word “ads” is mentioned, it’s common for people to think of Facebook ads and Instagram newsfeeds. But there are more places to put ads on these platforms. Good examples are Reels, Stories, Marketplace, and that’s just the beginning!

 

Automatic placements still needs some work. That said, it’s pretty effective at helping advertisers keep their costs per 1,000views down. They can also generate more sales by putting those ads in more places on social media platforms.

 

You should use Advantage + Placements for better CPM improved efficiency and more conversions faster. But if you run upper funnel campaigns that are optimized to reach target audiences or generate brand awareness, you should be a bit more wary of Advantage + Placements ads.

Final Note

Automation has become a permanent part of the Meta advertising landscape. It will probably play an even bigger role in ad campaign creation in the future as well. However, they should always be managed by humans, no matter how tempting it may be to let AI take care of everything.