Hajra Naz
If you’re hoping to get more from your Facebook and Instagram ads during the holiday rush, Meta has put out some fresh guidance—and a lot of it comes down to letting its AI tools do more of the heavy lifting.
In last week’s Q2 earnings call, CEO Mark Zuckerberg credited much of the company’s recent ad success to updates in its AI systems. These updates, he said, have led to a roughly 5% increase in ad conversions on Instagram and 3% on Facebook. The improvements come from using more detailed data signals and analyzing a longer history of activity to recommend ads in more effective ways.
Here’s what Meta suggests for advertisers right now:
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Keep all placement options open
Instead of limiting ads to the spots you think work best, Meta recommends keeping campaigns open to all available placements—Facebook, Instagram, Messenger, Threads, and its Audience Network—through Advantage+ placements. This gives Meta’s system room to put your budget where it’s likely to perform best.
Read More: AI Researcher Andrew Tulloch Rejects Meta’s $1.5B Offer in AI Talent War
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Mix up your ad creatives
Meta’s creative tools now make it simpler to prepare multiple ad versions for each campaign. Using Advantage+ creative with Advantage+ placements helps match the right ad format to the right spot. You can even tweak designs for specific placements so they fit better. The idea is to have more options for the system to show to different people, which can help you reach a wider audience.
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Set controls only when necessary
If you have strict requirements on where your ads should (or shouldn’t) appear, account-level placement controls can block certain locations or platforms. But Meta warns that narrowing placements may reduce performance.
The takeaway from Meta’s tips is clear: the more freedom you give its AI tools to manage where and how your ads run, the better your chances of seeing stronger results. While the company isn’t yet at the point where it can manage every part of the ad process on its own, it believes that day is coming—and when it does, advertisers may only need to supply a link for the system to work from.
