Looking for ways to boost your Facebook and Instagram ads performance this upcoming holiday season?<\/p>\n
This could help.<\/p>\n
Meta has published some new tips<\/a> on how to maximize your ad placement options in the app, which also puts more reliance on its evolving AI tools for ad targeting.<\/p>\n Which Meta says are improving. <\/p>\n As per Meta CEO Mark Zuckerberg in last week\u2019s Q2 earnings call<\/a>:<\/p>\n \u201cOn advertising, the strong performance this quarter is largely thanks to AI unlocking greater efficiency and gains across our ads system. This quarter, we expanded our new AI-powered recommendation model for ads to new surfaces and improved its performance by using more signals and a longer context. It’s driven roughly 5% more ad conversions on Instagram and 3% on Facebook.\u201d<\/p>\n Worth taking note, then, of Meta\u2019s latest placement tips<\/a>:<\/p>\n 1. Use all placements<\/p>\n Meta says that advertisers should remain opted into all placements across Facebook, Instagram, Messenger, Threads and Audience Network using Advantage+ placements<\/a>. <\/p>\n \u201cThis will allow the Meta delivery system to allocate your budget across multiple placements based on where they’re likely to perform best.\u201d<\/p>\n So rather than restricting your campaigns to where you think your audience is active, Meta suggests letting its ad system find the most relevant people across its apps.<\/p>\n 2. Use diverse assets<\/p>\n With Meta\u2019s AI creative elements also evolving, it\u2019s now easier than ever to create multiple creatives for each campaign, which Meta also recommends.<\/p>\n \u201cUse Advantage+ creative<\/a>\u00a0in combination with Advantage+ placements<\/a>\u00a0to help ensure the right creative is in the right placement to increase the likelihood your ad will resonate with your audience. Consider using placement asset customization<\/a>\u00a0to tailor your creative for different placements.\u201d<\/p>\n Meta\u2019s various generative AI tools<\/a> now enable you to tap into a broad range of ad customization and creation options, and like platform placements, having more creative options to display to different users will help to broaden your opportunities. \u00a0<\/p>\n 3. Use placement controls where needed<\/p>\n Finally, Meta advises that if you have a hard constraint and need more control over where your ads appear, you should use account-level placement controls<\/a>\u00a0to exclude specific placements or platforms. <\/p>\n \u201cHowever, be aware that this may limit the effectiveness of Advantage+ placements.\u201d<\/p>\n So, really, Meta\u2019s main advice is that you should look to utilize its various AI tools to maximize your opportunities, and only restrict them if you really have to. Because if you let its AI targeting tools do their thing, that should drive better performance.<\/p>\n