Your Ads’ Best Friend: Meta’s AI

Cash money rules everything around me

Let’s be honest: managing ads can sometimes feel like herding cats.

Just when you think you’ve got everything under control, something new pops up and throws your perfectly planned strategy into chaos.

But fear not, for Meta’s AI is here to save the day with its Performance 5 and Power 5 tools.

Right?

Yes and no, depends on your perspective or definition on "What's working?"

These AI-driven strategies are like having a personal ad guru who never sleeps and always knows the latest trends.

If you're cool with that- great, but if you need an auditor with a red pen before every ad goes out, then this can also be your worst nightmare.

Because Meta has the best ad platform on the planet for a reason- because it doesn't need your approval to choose what's right for the customer.

Crazy, right?

What my marketing agency in Seattle has found is that the truth is that Meta's AI for the last decade plus has spent countless hours optimizing creative and copy to identify what works best for scroller and the advertiser.

But that's the thing, it decides.

The era we're living in now isn't so much about what Meta can do, but rather how much control marketers are willing to let go and how many clients advertisers are cool with losing when the ads that went through a creative review get published with new text, color, and now - music too.

I've seen it go both ways. I've seen marketers let go and trust the machine learning process to understand how to serve up better ads that fans want to engage with. But I've also had clients with creative performing at a 11:1 ROAS suddenly shut down all their campaigns when they see their creative was optimized by the Ai, true story.

Either way, we can create more posts about this later, but for now let’s dive into what's driving this and how they work.

Very simple, two things to know when publishing through Meta, is that Meta's Performance 5 and Meta's Power 5 are your two best friends, here's why.

What is Meta’s Performance 5?

Meta’s Performance 5 is a set of five recommendations designed to optimize your ad campaigns. Think of it as the cheat sheet for getting the best performance out of your ads.

Here’s a breakdown of what each recommendation entails:

1. Account Simplification: Less is more, folks. By simplifying your ad account structure, you can reduce complexity and improve performance. This means consolidating your campaigns and ad sets to focus on what really works. It’s like decluttering your closet – you’ll find that everything fits and functions better.

2. Creative Diversification: Variety is the spice of life, and the same goes for your ads. Using a diverse range of creatives can capture attention and appeal to different segments of your audience. Experiment with various formats, such as images, videos, carousels, and instant experiences. Your audience will thank you for not showing them the same boring ad over and over again.

3. Broad Targeting: Let Meta’s AI do the heavy lifting by using broad targeting. Instead of narrowing down your audience with a fine-toothed comb, give the AI more freedom to find the right people for your ads. It’s like casting a wide net – you’ll be surprised at how effective it can be.

4. Mobile Optimization: People are glued to their phones, so make sure your ads are mobile-friendly. This means using vertical videos, fast-loading content, and ensuring your landing pages look great on smaller screens. If your ads aren’t optimized for mobile, you’re missing out on a huge chunk of your potential audience.

5. Automatic Placements: Let Meta decide where your ads should appear. By using automatic placements, you allow the AI to distribute your ads across Facebook, Instagram, Audience Network, and Messenger, optimizing for the best results. It’s like having a seasoned ad strategist who knows exactly where to put your message.

What is Meta’s Power 5?

As I mention in our blog on How Paid Advertising Works, Meta’s Power 5 is another set of AI-driven strategies designed to supercharge your ad performance. These five tactics leverage machine learning to streamline your campaigns and maximize results. Here’s what they include:

1. Account Simplification: Yes, it’s so important it made both lists. Simplifying your account structure is crucial for better performance. Fewer campaigns and ad sets mean more efficient learning and optimization.

2. Campaign Budget Optimization (CBO): Let the AI manage your budget. With CBO, Meta automatically allocates your budget across ad sets to get the best results. It’s like having a financial advisor who’s always on the lookout for the best investment opportunities.

3. Automatic Placements: Again, let Meta take the wheel. Automatic placements ensure your ads are shown in the most effective locations, be it Facebook, Instagram, or the Audience Network. Trust the AI to know where your audience hangs out.

4. Dynamic Ads: Personalization is key. Dynamic ads automatically show the right products to people who have expressed interest in your business. It’s like having a personal shopper who knows exactly what your customers want.

5. Auto Advanced Matching: Improve your tracking with auto advanced matching. This feature uses customer data, such as email addresses and phone numbers, to better match your website visitors to people on Facebook. It’s like having a detective who always finds the right connections.

Meta’s AI-powered Performance 5 and Power 5 strategies leverage the power of machine learning to optimize your campaigns, reduce complexity, and drive better results.

Embrace these tools, and watch your ad performance soar – all while keeping your sanity intact.

Now go forth and conquer the ad world with a little help from your buddies!