Meta envisions a future where industry-leading AI and automation not only supports business, but empowers them to reach their goals and optimise for what they value most. At the heart of this vision is Meta Advantage+, a suite of AI-powered tools designed to maximise performance by matching ads to the people most likely to take action based on real-time audience learning and optimisation
As AI takes charge of campaign set-up and targeting, one truth becomes clearer than ever: creative is the new targeting. AI can optimise campaigns at scale, but creative remains the key driver of personalisation and action.
Unlocking Efficiency with Meta Advantage+
Within Meta Advantage+, there are three key levers that drive automation and performance:
- Audience:
- Select age, gender, interests, demographics, behaviour, custom audiences and lookalike audiences
- Set audience controls for minimum age, location (by postcode), language and custom audience exclusions
- Placement:
- Find most cost-effective opportunities across Facebook/Instagram technologies and placements
- Can exclude Audience Network, Marketplace and Facebook right column
- Budget:
- Set central campaign budget that distributes in real time to ad sets with best opportunities
- Apply minimum and maximum ad set spend limits
By automating these elements, Meta Advantage+ streamlines campaign set-up, reduces manual workload and accelerates optimisation by driving efficiency through real-time insights.
Creative: Driving the Why and How
While Meta’s Advantage+ handles the “who” and “where”, creative is responsible for the “why” and “how”. Tailored visuals and messaging are more essential than ever, and creative differentiation is one of the most effective ways to connect with your audience.
As the first digital touchpoint, creative plays a pivotal role in ensuring you are speaking to your target audience. Two elements stand out as key to success: creative diversity and persona-led creative. The goal is to remain data-driven, while maintaining creative relevance by speaking your audience’s language in a way that captures attention and drives action.
Creative diversity
With Meta and other platforms moving toward increasingly automated campaign structures, diversifying your creative mix is no longer optional. Having a variety of assets allows the machine to learn which ad formats, styles and messages resonate best with different audiences.
This means experimenting with a wide range of visuals and formats, from varying colours and contrast to ad formats like static images, carousels and video, as well as the use of motion and text. A richer mix not only improves AI’s ability to optimise, but also helps keep your brand fresh in the eyes of your audience.
Persona-led creative
This takes personalisation one step further by tailoring your content to specific audience segments. This means using creatives to resonate with your audience’s values and emotions, address their unique needs and foster loyalty and advocacy. By understanding what motivates your audience and crafting creative that speaks directly to these drivers, you can cut through the noise and stand out in a crowded market.
Creative personalisation: beyond visuals
Primary text and headlines also play a crucial role in resonating with different audience segments. Meta’s Advantage+ creative text generation uses AI to produce tailored ad copy based on audience personas from your ad account data. While these personas are not used for targeting, they allow for customised messaging aligned to each audience profile. From a single input, the tool can generate multiple variations of primary text and headlines, making it especially valuable for testing tailored messaging when personas are closely tied to campaign strategy.
The Future: Winning with AI and Creative in Harmony
The future Meta is building with Advantage+ is one where AI scales reach and creative scales relevance. Brands that master this synergy will not only remain ahead of the game, but also build deeper, longer-lasting relationships with their audiences.
To thrive in the evolving digital landscape, brands must invest equally in AI adoption as well as creative talent. Relying on one without the other risks leaving performance and untapped opportunities on the table. AI can identify and reach the right audience with unmatched speed and precision, but it’s creative that inspires these audiences to connect and take action.
Want to find out more on how your campaigns can harness the power of AI and unlock the full potential of creative? Get in touch with an ADMATICian today.