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Campaign Outcome

Strike Social effectively reduced ad costs while enhancing reach and engagement through precise campaign management and strategic execution. By fine-tuning targeting strategies, the team ensured smarter ad spend allocation, reinforcing its expertise in optimizing Facebook video ads for maximum performance.

Maximizing Impact with Meta Video Ads

Using historical insights, Strike Social refined audience targeting by focusing on Parenting and Shopping audiences, which drove stronger engagement. The team’s precise budget distribution ensured:

• 71% of impressions came from Facebook Feed due to its high engagement potential.

• Instream Video placements achieved a 28.35% engagement rate, proving highly effective in audience interaction.

• Stories and Video Feed ads contributed 12% and 15% of impressions, rounding out a multi-placement approach.

Learn more about Strike Social

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The post Facebook Case Study: 11M+ Impressions with Optimized In-Feed Video Ads appeared first on Strike Social.

How to Use Meta Advantage Suite: A Complete Guide for Advertisers

Meta is doubling down on AI-driven automation with the full rollout of the Meta Advantage Suite, a powerful set of tools designed to streamline ad creation and optimize performance. Businesses using Advantage+ campaigns have already seen up to a 12% reduction in CPA and a 15% increase in ROAS, proving that automation is driving better results.

As Meta continues evolving its ad system, advertisers who use these tools can save time, simplify campaign management, and scale effectively. But how do you balance automation with maintaining control over your campaign performance?

In this guide, we’ll break down the Meta Advantage Suite, explore its key features, and show you how to use these AI-powered tools to maximize your campaign results.

What is the Meta Advantage Suite?

The Meta Advantage Suite is a comprehensive set of tools designed to simplify and automate advertising across Facebook and Instagram. First introduced in 2022, it addresses key advertiser pain points—eliminating the need to manually upload and test hundreds of ad creatives or constantly monitor performance to determine what works best.

Meta Advantage+ helps advertisers reduce manual effort while improving campaign efficiency by automating time-consuming tasks like audience selection and budget allocation. While Advantage+ tools focus on streamlining entire workflows, other Advantage features enhance automation throughout the ad creation and management process.

Let’s take a closer look at how each Meta Advantage+ tool contributes to smarter, more efficient advertising:

Advantage+ Audience

Advantage+ Audience works with Meta’s AI to automatically identify and target users who are most likely to view, click, or purchase based on your business or product. When this feature is enabled, Meta dynamically adjusts your audience, ensuring your ads reach users who can improve cost efficiency and performance.

To maximize the benefits of Advantage+ Audience, you can utilize the following tools:

• Advantage Detailed Targeting: Expands interest-based targeting for broader reach. For example, if you’re running a traffic campaign for a real estate listing and have defined “Business & Finance” as an interest, Meta may also target users interested in “Banking”, even if it wasn’t in your original settings, to increase potential clicks.

• Advantage Custom Audience: Enhances custom audiences by refining targeting based on past interactions, such as engagement with your Facebook Page or Instagram account. This helps guide users toward lower-funnel actions like clicks or purchases.

• Advantage Lookalike: Uses an existing audience source—such as a customer list or newsletter database—to find users with similar profiles who are likely to engage or convert. You can define the similarity level, up to 10%, to optimize reach and improve match quality.

Advantage+ Catalog Ads

Designed for eCommerce advertisers, Advantage+ Catalog Ads streamlines the process of running sales campaigns by eliminating the need to add products for each new campaign manually. Beyond sales, Advantage+ Catalog Ads can also be used for app promotion, engagement, lead generation, and traffic objectives.

This tool personalizes product ads for each user by using tracking data from Meta Pixel or app software, ensuring that ads are dynamically tailored based on user behavior and preferences.

• Advantage+ Creative for Catalog: Automates creative variations to optimize engagement by testing multiple formats and identifying high-performing assets. For instance, if Meta’s AI determines that a user engages more with swipeable carousel cards, the ad will be displayed in carousel format.
  
  Alternatively, if the AI predicts a higher likelihood of direct purchase, the ad will appear in Collection format, showcasing the most relevant product based on the user’s behavior.

• Advantage+ Creative: A broader feature within the Meta Advantage Suite, this tool enhances ad creatives without requiring new uploads or separate ad variations. Enhancements include:
  • Text and headline improvements (during campaign creation and post-launch adjustments)
  • Dynamic overlays (text, branding, and logos)
  • Music additions for engaging ad experiences
  • Optimized CTAs for Stories placements
  • Site links dynamically added based on the provided URL
  • Adaptive image and video enhancements (cropping or expansion based on the user’s perspective)

Advantage+ Placements

This Meta Advantage Suite feature automates ad delivery across Facebook, Instagram, Messenger, and the Audience Network, selecting the most effective placements from over 20 options. Advantage+ Placements ensures your ads appear where they are most likely to drive engagement and maximize efficiency, reducing the need for manual placement selection.

Recent data from our latest Facebook benchmark report shows that awareness campaigns in 2024 experienced a 51% efficiency improvement, with lower CPMs throughout the year. This performance boost is largely attributed to Advantage+ Placements, which expands ad reach across Meta’s full advertising network–serving ads where they can generate the best results.

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Further Reading

Choosing Between Manual vs. Advantage+ Placements

Meta’s AI can optimize ad placements for impressions and clicks, but is automation always the best choice? Understanding when to use manual placements versus Meta Advantage+ can help you make smarter advertising decisions. Find out which approach works best for your campaigns.

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Advantage+ Campaign Budget

By turning on Advantage campaign budget, you allow Meta’s AI to automatically allocate budget across ad sets based on real-time performance and ad delivery.

For example, if you set a $15,500 budget for a two-month campaign, a manual budget setup would require constant monitoring and adjustments to ensure funds are allocated to the best-performing ad sets. With Advantage+ Campaign Budget, Meta’s AI optimizes budget distribution, focusing on ad sets that generate higher engagement and conversions.

Codeway Studios, a mobile app development company, utilized Advantage+ Campaign Budget along with other Advantage+ features for audience targeting and app campaigns. This resulted in a 46% increase in app subscriptions, demonstrating how AI-driven budget optimization can significantly improve campaign performance.

Meta Advantage Campaign Solutions

With Advantage+ App Campaigns and Advantage+ Shopping Campaigns, advertisers can streamline the entire ad workflow with Meta’s end-to-end campaign solutions:

Advantage+ App Campaigns

Previously known as Automated App Ads, Advantage+ App Campaigns are designed to drive maximum app installs by automating key campaign elements—including budget allocation, audience targeting, and placement selection.

With Meta’s latest update, all Advantage+ features will now be automatically enabled when selecting the app promotion objective:

Advantage+ Shopping Campaigns

To help your shopping and sales-focused ads reach more relevant audiences, you can use Advantage+ shopping campaigns to make your products more discoverable.

By combining Advantage+ Shopping Campaigns with tools like Advantage+ Creative and Advantage+ Creative for Catalog, advertisers can create highly personalized shopping experiences, ensuring your products are shown to audiences most likely to convert.

The tools within the Meta Advantage Suite allow advertisers to scale campaigns effectively while maintaining strong personalization and optimization. Aimed at saving time, cutting costs, and driving improved results, these tools mark a major advancement in automating digital advertising processes.

How to Use Meta Advantage Suite

To guide you in using the Meta Advantage Suite tools and features, here are the steps to help you maximize these AI-powered tools:

1. Selecting the Campaign Objective

Start by selecting the most relevant campaign objective based on your business goals. For the following objectives, Advantage+ features will be automatically activated:

• Leads
• App promotion
• Sales

2. Campaign Level Set-up*

* The following steps apply to Meta campaign objectives that do not have Advantage+ automatically activated.

For automatic campaign budget optimization, turn on the Advantage campaign budget at the campaign level. Then, proceed with the rest of the campaign set-up process, such as choosing the campaign name and/or updating your campaign objective.

3. Ad Set Level Set-up

At the ad set level, you can turn on Dynamic Creative to allow Meta’s AI to automatically generate different creative combinations and templates based on your initial assets.

You can also modify Advantage+ Audience settings here. To further refine your audience, click on Audience Suggestions and specify your preferences for age, gender, and interests under Detailed Targeting.

If you prefer to select placements manually, hover over the Placements section at the bottom of the screen and click Edit to customize placements.

4. Ad Level Set-up

Upload your image or video and proceed with Advantage+ creative suggestions for your primary text and headlines. With Dynamic Creative turned on, Meta’s AI will also suggest templates to further improve your ad creative.

Complete the rest of the ad setup, including URL, CTA, and ad description.

Finally, review your campaign setup and click Publish when you’re ready.

Once your campaign is live, Meta’s AI will take over to optimize the budget and ad performance. While Advantage+ Suite handles much of the heavy lifting, it’s still important to monitor campaign performance to ensure continuous optimization and refinement.

Potential Drawbacks of Using Meta Advantage Suite

While Meta Advantage+ offers many benefits, it’s important to acknowledge that it’s not without its limitations. Here are some potential drawbacks to consider when using Meta Advantage Suite:

Less Visibility on Ad Creative Performance and Effective Variations

One limitation of Advantage+ creatives is the reduced visibility into specific performance metrics. For example, you may not be able to identify which ad variations are performing the best or which creative enhancements are driving the most effective clicks.

Additionally, since Meta’s AI determines when and how to apply creative optimizations, you have limited control over how your ads are presented to audiences.

Reduced Manual Control Over Targeting and Placements

While automation simplifies campaign management, it limits advertisers’ ability to make granular adjustments. This can be a concern for brands with specific targeting needs or creative preferences.

For example, if you prefer your ads to only appear on Instagram placements, manual placements might be a better option, as Advantage+ will automatically distribute your ads across various platforms, including Facebook and Messenger.

AI-Based Optimizations May Not Always Align with Brand Strategies

Machine learning algorithms prioritize cost efficiency, which may not always equate to ad performance.

Based on our Facebook benchmark data, we observed that while cost efficiency was excellent, ad performance sometimes suffered due to increased ad exposure without targeting the right engaged audiences.

Using Meta Advantage Suite offers several valuable benefits and is indeed a valuable addition to making advertisers’ work easier. However, it’s still crucial to monitor campaigns regularly and make strategic adjustments when necessary to ensure the direction of ad performance aligns with your goals.

The Right Balance of Automation and Control over Meta Campaigns

When combined, the key components of the Meta Advantage Suite work together to help brands save time, save costs, and improve performance. Meta’s AI capabilities have certainly exceeded expectations, helping many businesses more effectively reach their cost and campaign goals.

However, it’s essential to maintain strategic oversight even as automation takes the lead. While Advantage+ can automate many decisions, it’s not foolproof and may require adjustments to stay aligned with your objectives. That’s where the expertise of Meta-certified professionals comes in—ensuring that your campaigns are managed effectively and optimized at every step.
Partnering with a Meta-certified company gives you the advantage of expert knowledge to manage campaigns from activation to fruition. To learn more about our Meta advertising expertise, request a demo of our AdTech services and how we optimize your campaigns for efficiency and growth.

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Article by
Syd Olivarez, Strike Social’s SEO Content Specialist

Syd crafts content on paid digital advertising strategies, blending 5+ years of writing expertise with 3 years in digital marketing. She keeps up with the latest trends to deliver valuable insights that keep brands informed and competitive.

The post Meta Advantage Suite: How to Use AI-Driven Optimization for Smarter Ads appeared first on Strike Social.

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Campaign Outcome

Strike Social’s data-driven approach and influencer-powered strategy successfully optimized ad delivery while increasing audience engagement. By refining audience targeting and campaign execution, we aim for maximum efficiency and impact for Meta-influencer campaigns.

Enhancing Campaign Efficiency with Adaptive Targeting and Budgeting

• Supplemental Campaign Expansion: Strike Social implemented a secondary campaign layer designed to drive additional visibility and interaction.

• Strategic Audience Segmentation: The team combined first-party and third-party data with Meta’s native targeting layers to enhance engagement to effectively connected with engaged users.

• Real-Time Campaign Adjustments: Deployed continuous bid pacing adjustments and dynamic budget reallocations. By monitoring underperforming audience segments and optimizing ad delivery, the team allocated the budget, which was consistently directed toward the most responsive users.

Learn more about Strike Social

See other Facebook case studies.

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The post Meta Case Study: Scaling Reach for New Moms with Influencer Content appeared first on Strike Social.

Is Advantage+ Audience Good for Your Meta Ad Strategy?

Meta claims that Advantage+ Audience improves ad performance, citing their own test results—up to 28% lower cost per click (CPC) and 7% lower cost per website conversion. They position it as an AI-driven solution that “typically” enhances efficiency across all campaign objectives.

More importantly, Meta is steadily pushing advertisers toward full automation—Advantage+ Audience is now automatically enabled for new campaigns in Ads Manager. But does it truly optimize performance across the board, or are there trade-offs? Let’s break down its impact and whether it’s the right fit for your Facebook and Instagram ads.

But does Advantage+ Audience truly work for all campaigns, or are there trade-offs? Let’s break down its impact and whether it’s the right fit for your Facebook and Instagram ads.

What Is Advantage+ Audience?

As part of Meta’s AI-powered ad tools, Advantage+ Audience is designed to enhance audience targeting by identifying users who are most likely to engage, click, or convert. It expands upon your selected interests and demographics, optimizing reach based on past engagement and additional behavioral signals.

How Meta Advantage+ Audience Targeting Works

According to Meta, here’s how Advantage+ Audience determines who sees your ads:

• Ads are automatically delivered to users most likely to interact, based on engagement, clicks, and conversions.
• If you provide preferences in Audience Suggestions, Meta’s AI will use them alongside its own analysis.
• Advantage+ Audience refines targeting using factors such as:
  • Meta Pixel data
  • Previous conversion history
  • User engagement with past ads and content, etc.

The goal of Advantage+ Audience is to simplify Meta ad campaign setup by replacing manual audience targeting with AI-driven automation. Instead of selecting every targeting parameter yourself, Meta’s AI determines the best audience for your ads based on your past campaigns.

Let’s have a look at the table below to see the difference between Advantage+ audience vs. manual targeting:

While Advantage+ Audience improves efficiency and lowers costs, manual targeting still holds value for niche campaigns requiring precise audience selection. For brands running multiple campaigns, Advantage+ Audience offers a balance of scalability and automation.

However, advertisers who need strict audience control and want full transparency on who sees their ads may still prefer manual targeting for highly specialized goals.

Where Advertisers Struggle with Advantage+ Audience

First introduced in mid-2023, Advantage+ Audience is no longer new to advertisers. Many brands have tested it—some achieving cost-efficient results, while others faced challenges in ad performance.

Despite Meta’s promise of simplified campaign management, advertisers still encounter key struggles when using Advantage+ Audience.

Broad Targeting ≠ Quality Engagement

The core idea behind Advantage+ Audience is its ability to expand reach beyond manual audience targeting. While this can lead to increased exposure, it often prioritizes quantity over relevance, which can result in:

• Lower CTRs: Ads may be shown to users outside core demographics, leading to minimal engagement despite high impressions.
• Misaligned leads: Automated targeting can include users likely to engage but not convert.

For example, if an advertiser wants to target primarily female audiences, Meta’s AI might still expand the ad frequency to male audiences if it predicts better performance. While this increases ad reach, it doesn’t always translate to meaningful engagement or conversions.

A real-world example comes from WordStream, which tested Advantage+ Audience under Meta’s recommended settings. While the campaign achieved a 61% lower cost per lead (CPL) than the $21.98 industry benchmark, all 130 leads generated were unqualified—proving that low CPL does not always mean high-quality results.

Downsides of Over-Automation

Since Advantage+ Audience relies on AI-driven decisions, advertisers often face blind spots that are difficult to adjust mid-campaign:

• Audience burnout: Campaigns may initially perform well with low CPMs and high engagement, but AI quickly exhausts high-quality audiences, leading to performance declines.
• Skewed budgets: When used alongside Campaign Budget Optimization (CBO), Advantage+ ad sets often absorb a disproportionate budget share compared to manual targeting.

For instance, Search Engine Land tested Advantage+ Audience vs. interest-based targeting. While Advantage+ delivered more leads at a lower CPL, the quality of leads was twice as poor compared to interest-based targeting. Additionally, 40% of the campaign budget was allocated to Advantage+ audiences, reducing control over ad spend.

Without active campaign pacing and adjustments, advertisers risk higher-than-expected costs per action (CPA) despite Advantage+’s initial cost-saving promise.

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Further Reading

How Meta Advantage Campaign Budget (CBO) Works

Meta Advantage Campaign Budget (formerly known as Facebook CBO) allows advertisers to set one central campaign budget. From there, Meta’s AI will distribute the budget across your ads, focusing on those that perform the best. But how can you make the most of this feature?

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Advantage+ Audience Results: What Meta Advertising Trends Reveal

Our 2024 Facebook Ads Benchmark Report analyzed key ad cost and performance metrics to uncover the impact of Advantage+ Audience on Facebook campaigns. Let’s hear the data talk:

Impression Campaigns

Cost Efficiency: CPM improved by 51% compared to 2023, largely due to Advantage+ placements expanding reach across Meta’s ad network. This allowed ads to be shown to more audiences, effectively lowering CPM.

Challenges in Performance: While impressions increased, CTR dropped by 61%, highlighting a major drawback—ads were served to a broader but less engaged audience. The challenge? Lower costs, but weaker audience engagement.

Video Views Campaigns

Cost Trends: With 21% of Facebook users spending time on Reels (second only to the main feed at 36%), CPV improved by 20% YoY.

View Rate Decline: Despite increased exposure, view rates fell by 13%, indicating that while Advantage+ audiences were served the ads, many quickly swiped past without engaging. The AI-led targeting likely matched behavioral patterns (e.g., watching similar videos) but did not necessarily identify high-intent viewers.

Traffic Campaigns

Cost Improvements: CPC saw a 42% improvement vs. 2023, reinforcing Advantage+ Audience’s cost efficiency across all campaign types. By widening audience reach, Advantage+ was better able to identify users likely to click, aligning well with click-driven campaign objectives.

Higher Engagement: Unlike impression and video views campaigns, traffic campaigns benefited most from Advantage+ automation.

• Clicks campaigns: CTR increased by 52%
• Link click campaigns: CTR rose by 10%

Download the 2024 Facebook Benchmark Report

Explore a detailed month-over-month and year-over-year analysis of Facebook ad costs and performance trends across various campaign objectives. As Advantage+ adoption rises, is trusting Meta’s AI-driven campaigns the right strategy?

Download the report

Advantage+ Audience clearly drives down costs and optimizes ad spend, but only traffic campaigns—a lower-funnel objective—saw improvements in both cost and audience engagement.

While Meta’s automation expands reach and reduces costs, manual oversight remains crucial to ensure these expanded audiences actually convert.

Meta Advertising Strategies to Maximize Performance

While Advantage+ Audience targeting has both strengths and limitations, it remains a powerful tool for Facebook advertisers. The key is knowing when to use it and how to stay in control of your campaign performance.

When to Use Advantage+ vs. Manual Targeting

Advantage+ Audience works best for lower-funnel campaigns like clicks and conversion campaigns. Because it prioritizes users most likely to convert—using your Meta Pixel data and engagement history—it is well-suited for direct-response objectives.

For awareness campaigns, Advantage+ can still be effective in maximizing reach and lowering CPMs, making it a viable option when the goal is broad visibility rather than immediate conversions.

When Manual Targeting Outperforms AI

• For highly niche audiences: If your audience must meet very specific demographics, interests, or behavioral criteria, manual targeting gives you greater control over audience selection.
• For remarketing and retargeting: These campaigns rely on high-quality past data—such as Lookalike Audiences based on past conversions or B2B leads. Advantage+ may not prioritize high-intent users, as it focuses more on engagement likelihood rather than conversion potential.

Optimizing Advantage+ for Better Results

While Advantage+ simplifies campaign management, it still requires oversight to prevent audience fatigue and ensure continued performance.

To maintain control over Advantage+ campaigns, here’s what you can do:

• Add Custom Audiences: Advantage+ treats additional targeting inputs as “Audience Suggestions.” Provide as many variables as possible to help Meta’s AI refine its targeting and focus on relevant users.
• Control Ad Frequency: If applicable, set frequency caps to prevent ad fatigue. The more times Meta recycles your ads to an exhausted audience, the more engagement and performance may decline.

Enhance Your Facebook Campaigns with Strike Social’s AdTech Solutions

Keeping an eye on your ad campaigns 24/7 is no simple matter—you’d need people monitoring them constantly to ensure nothing is overlooked.

With Strike Social, you can leave the heavy lifting to us. Our mission is to help you lower ad costs while keeping your campaign performance on track. Through our Software-with-a-Service (SWAS) model, you gain access to a team of expert Facebook media buyers while maintaining full transparency with dedicated access to your campaign insights.

In combination with Meta’s Advantage+, our adtech optimizes auction bids and ensures your ads reach the right audiences. This strategic alignment helps maximize ad performance and keeps your campaigns running efficiently.

Want a full walkthrough of our adtech solutions? Request a demo from our team today.

The post Is Advantage+ Audience Effective? How It Impacts Your Ad Performance appeared first on Strike Social.

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Partnering with a Meta Ad Agency for Optimized 2024 Holiday Advertising Costs

The peak 2024 holiday season is fast approaching, and with Meta restricting political ads a week before the election date, the ad space is again available for brands to compete.

Some brands may have paused their ads in October in anticipation of the influx of 50% of the political ad budget. We previously recommended against pausing your ads during this period; instead, it’s better to maintain an always-on approach while guiding your Facebook and Instagram audiences through awareness, engagement, and conversion campaigns.

To help you achieve peak performance during this busy season, here’s why a Meta advertising agency is key to optimizing your Q4 2024 holiday advertising costs.

How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs

In addition to assisting you in activating and managing your holiday ad campaigns during Q4 2024, partnering with a Meta ad agency to enhance your holiday marketing offers numerous advantages. Even with limited time for the learning phase, the expertise of a Meta advertising agency can serve as the foundation for steering your holiday ads toward success.

Expert Knowledge of Meta Holiday Ad Costs

A key priority for a social media advertising agency is making sure your ads deliver results and keeping your holiday advertising costs within your campaign budget—or even lower.

Strike Social’s service promise is our commitment to achieving your desired outcomes—whether that means hitting specific CPM or CPV targets or reaching a particular number of impressions or views within a set timeframe. With our expertise as a Meta ad agency, we establish benchmarks based on current rates, allowing us to devise effective strategies that meet your financial goals.

Strike Social’s Campaign Lab data for Q4 2024 indicates a trend of rising CPMs as the year progresses, underscoring the importance of proactive planning.

Consequently, we recommend building awareness in the months leading up to Q4, specifically in September and October. Then, ensure that you guide these audiences toward your lower-funnel campaigns, such as post engagement campaigns and traffic and conversion efforts. By October, shoppers are already searching for brands to consider for their holiday purchases.

However, awareness campaigns should follow an always-on strategy, as CPM levels tend to stabilize at a lower rate when Q5 begins at the start of the year. Meanwhile, lower-funnel campaigns show positive trends from Q4 through Q5, making this an ideal period for your holiday advertising efforts to shine, including capturing last-minute shoppers.

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Further Reading

Boost Your Q4 Holiday Ad Conversions with Facebook Engagement Campaigns

As the holiday season heats up, it’s an ideal moment to drive audiences further down the funnel and maximize conversions. Facebook engagement campaigns excel in turning brand reach and visibility into meaningful interactions, positioning your brand for impactful results throughout the holiday period.

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Hypergranular Targeting for Audience Segments That Drive Engagement

Just as you can utilize Facebook Audience Insights to identify target demographics such as age, gender, and location for your paid ads, a Meta ad agency leverages extensive insights gained from hundreds to thousands of previous successful campaigns.

An experienced agency specializing in Meta advertising possesses extensive knowledge from managing numerous Facebook and Instagram campaigns. Historical data from past campaigns is a valuable reference for understanding which audience segments perform best for specific industries and determining the optimal breadth or narrowness of targeting to achieve your desired views and clicks.

With over a decade of campaign experience on Meta and other social media advertising platforms, we have access to billions of data points that inform our decisions about ideal audience sizes and costs for precise targeting.

One of our recent successes involved a local fitness club aiming to drive digital sign-ups through a Facebook advertising campaign. Through link-click campaigns and precise location-based targeting, we ensured that ads reached the right audiences within the club’s service area. This strategic approach resulted in over 300,000 sign-ups, 1.5 million link clicks, and 700 million impressions, significantly enhancing the club’s digital presence.

Download the Facebook Health and Fitness Case Study here

Knowledge of Effective Ad Formats and Strategic Placements

With a deep understanding of Meta’s most effective ad formats, a Meta ad agency customizes options like Reels, carousels, and Stories to enhance engagement and performance. As Meta continues to expand its diverse array of ad formats and Advantage+ placements, it’s worth exploring which aspects of the Meta advertising network will drive traction for your holiday advertising campaigns.

For your Q4 2024 holiday advertising, Meta has introduced a new AI-powered feature within its Advantage+ shopping campaigns, allowing promotions to be showcased within the same ad. For instance, a promo code can be prominently displayed as a spotlight feature on a Reels ad:

Based on insights from Strike Social’s Campaign Lab data, here are our recommendations for the top Meta ad placements and advertising formats for your Q4 2024 holiday campaigns:

24/7 Execution of API-led Bid Optimization

To enhance this process, our Campaign Lab technology facilitates continuous campaign monitoring every two hours. Notifications are sent to the designated media buying team, making sure there is always vigilant oversight on your Facebook and Instagram holiday campaigns.

Strike Social’s Proven Success on Meta Advertising

We can confidently say that you should choose us to manage your holiday advertising campaigns this year, but what is our promise without the backing of our clients’ success?

How Targeted Meta Ad Placements Produce 34% CPLC Efficiency

As part of its anniversary collection, a luxury watch brand’s Facebook advertising campaign needed to introduce its new product line. While their brand represents luxury and prestige, the goal was to effectively reach a broad audience that would likely engage with their Facebook ad campaigns.

Results: The campaign successfully combined targeted placements to drive engagement and cost efficiency. Facebook overlay ads on Reels captured 77% of overall impressions and generated 48% of link clicks, proving highly effective in reaching a wide audience. Feed placements provided an additional 15% of impressions and accounted for 36% of link clicks, while Instagram Stories, though a smaller contributor, added 3% of impressions and 8% of link clicks. 

In terms of cost efficiency, each format demonstrated significant savings: Reels overlay ads reduced the cost per link click (CPLC) by 49%, Feed placements by 44%, and Instagram Stories by 38%. Altogether, this strategic mix resulted in a 34.69% reduction in overall CPLC compared to the projected rate, highlighting the advantage of targeted ad formats and thoughtful budget allocation for achieving high engagement at a lower cost.

Achieving 28x Facebook ROAS Through Data-Driven Monitoring

For a leading financial services provider, Strike Social executed a comprehensive campaign focused on acquiring conversions and leads, going through a meticulous approach from setup to ongoing optimization. It was a large-scale endeavor for a Facebook campaign and presented challenges, especially being far from the Thanksgiving and Christmas advertising surge.

Results: The conversion campaigns went live within 48 hours, swiftly generating impressions, clicks, and leads. Ongoing monitoring of the Meta Pixel was essential to maintain its effectiveness, allowing us to quickly resolve any issues in collaboration with the client. We also kept a close eye on cost per acquisition (CPA) and auction bids, which helped us meet our campaign objectives while staying within budget.

Thanks to this strategic approach, the Meta ad campaign achieved an impressive 28x Facebook ROAS, resulting in 66,000 leads and over 7,000 purchases through Facebook ads.

Your Go-To Meta Advertising Agency Partner is Just a Click Away

Choosing Strike Social as your Meta advertising agency means gaining access to unparalleled expertise, advanced tools, and proven strategies designed to optimize your Q4 holiday advertising costs.

With our focus on precise audience targeting, mastery of ad formats and placements, and proactive campaign adjustments, we are committed to helping you achieve both performance and cost-efficiency in your 2024 holiday marketing strategy.

Scaling your 2024 holiday advertising campaigns can be made easy. Fill out the form below for a personalized walkthrough of our ad tech solutions and discover how a certified Meta advertising partner can drive success for your campaigns. Whether you aim to reach new audiences or convert them into loyal customers, Strike Social is here to help.

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The post How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs appeared first on Strike Social.

What Are Meta Advantage+ Placements?

We must understand its meaning to determine whether Meta Advantage+ placements are right for you. Advantage+ placements are part of Meta’s complete campaign solutions, using AI to maximize each ad impression and exposure on the Meta platforms.

What Are the AI Solutions Within the Meta Advantage+ Suite?

Here are the various Meta Advantage+ functions advertisers can utilize in ad campaigns across Facebook, Instagram, Messenger, and the Meta Audience Network.

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Further Reading

Explore the Benefits of Using Meta Advantage+ Catalog Ads

Meta Advantage+ catalog ads automatically adjust elements like creative and placements for products that capture customer interest. When a customer engages with a product from your catalog, Meta creates a targeted ad designed to increase appeal. This feature enhances your advertising strategy by driving more effective engagement and sales.

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Where Will Your Ads Appear with Meta Advantage+ Placements?

Depending on your campaign objective, your ads can appear in various placements and formats across Facebook, Instagram, and other Meta ads platforms.

When Should You Use Meta Advantage+ Placements?

Now that you know which platforms and placements your ads can appear on, as well as which objectives and ad formats are compatible with Advantage+ placements, it’s time to determine if it’s the right fit for your brand and advertising goals. 

If you meet one or more of the following criteria, we recommend turning on Meta Advantage+ placements to maximize your advertising efforts on Meta platforms fully.

New to Facebook and Instagram Advertising

• For advertisers new to the platform who lack sufficient data to determine effective placements, Advantage+ placements utilize Meta’s extensive data and algorithms to identify the best ad placements automatically.
• This way, you can rely on Meta’s AI to distribute your campaigns across all available placements based on your ad format and objective. Meta will gather data to help you determine which placements work best.
• For instance, if you’ve been advertising more on YouTube and TikTok with video ads, Advantage+ placements can help identify the most effective ad placements within Meta’s advertising ecosystem.

Testing New Placements

• If you want to experiment with new placements or ad formats within the Meta Business Suite, Advantage+ can automatically include them in your campaign and measure their effectiveness.
• For example, if you have been primarily advertising on Instagram and are considering expanding to Facebook ads to acquire a new audience, such as promoting a new line of mocktails for a younger demographic, Advantage+ placements can help determine if Facebook placements are worth adding to your media plan or if maximizing Instagram ad placements would be more effective.

Download our 2024 Facebook CPLC Case Study

See how Strike Social used Facebook Reels and Carousel ads to highlight the brand’s reputation for stylish, durable automatic watches at competitive prices. By strategically allocating budget and selecting optimal ad formats, the campaign achieved a CPLC 34.69% below the guaranteed rate, proving the power of smart ad placements.

Download the report

Expand Ad Reach for Awareness and Traffic Campaigns

• Advantage+ placements can significantly boost your ad’s exposure when you aim to generate traffic or reach new audiences. By distributing ads across multiple platforms, Advantage+ placements help enhance both reach and engagement.
• The main purpose of Advantage+ placements is to broaden the visibility of your ads by displaying them across more locations within the Meta Audience Network. This means your ads will reach a larger audience, including users of mobile apps and websites beyond Facebook and Instagram.
• Though there isn’t a specific list of apps and websites within the Meta Audience Network, applying Advantage+ placements ensures your ads are seen in diverse digital environments, expanding your reach far beyond Meta’s own platforms.

When Should You Choose Manual Ad Placements Over Advantage+?

Manual ad placements can be advantageous when your advertising goals on Meta require a more tailored approach. If your objectives or concerns align with the following points, consider using manual placements:

Specific Placement Goals

• When you have specific goals for particular placements, choosing manual placements provides better control and precision, allowing for more targeted optimization.
• For instance, if your brand’s strategy revolves around video ads and you’ve seen positive results from this format, manual ad placement allows you to focus exclusively on high-performing Meta ad placements like Reels ads and other video-centric options.

Low-Quality Actions

• If you notice that certain placements are resulting in low-quality actions or conversions, such as accidental clicks or clicks from bots, it may be wise to exclude those placements manually. The algorithm does not inherently recognize low-quality clicks, so manual adjustments are necessary.
• For example, a study by a major B2B company found that while Meta Advantage+ helped them acquire more leads, their quality was lower than those leads acquired through traditional targeting and placement controls. In such cases, manually managing placements can help you focus on channels that yield higher-quality results.

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Further Reading

Guide to Meta Ad Sizes: Ensure Your Creatives Fit Every Placement

Meta ad sizes and specifications differ by ad type and placement. Advertising on Meta opens up multiple placements across Facebook, Instagram, and other apps within the Meta network. Make sure your creatives are sized right to capture audience attention across all placements.

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Opting In and Out of Meta Advantage+ Placements

You can set up your campaigns once you determine whether to use Meta Advantage+ or manual placements. Here’s a step-by-step guide to help you configure your Meta ad placements before the campaign launch:

How to Turn On Meta Advantage+ Placements

1. Log in to Meta Ads Manager. Ensure you are logged into your Facebook account and have access to the Ads Account on which you will be setting up the campaign.
2. Click Create at the Campaign level, then choose your campaign objective.
3. For the campaign setup, choose Manual campaign.
4. Proceed with the usual campaign setup. At the campaign level, you can decide whether to turn on the Advantage campaign budget (formerly campaign budget optimization) before moving to the Ad set level.
5. You can toggle between Advantage+ and manual placements on the Ad set level. The default setting is Advantage+ placements. To keep Advantage+ placements active, do not make any changes.
6. Continue with the rest of your campaign and ad setup.

How to Turn Off Advantage+ Placements and Switch to Manual Ad Placement

1. Follow steps 1-4 as outlined above.
2. Once on the Ad set level, scroll to the Placements section and click Edit to switch to manual ad placement.
3. Toggle the button to turn off Advantage+ placements and click on Manual placements.
4. You can choose the specific ad placements you want within Facebook, Instagram, Messenger, and the rest of the Meta Audience Network.
5. Once you have selected your desired placements, proceed with the rest of your campaign and ad setup.

It’s best to decide upfront which option is best for your campaigns, as changing your ad placement setup mid-campaign can disrupt the learning phase and lead to inconsistent ad performance. By determining the best ad placement strategy before the campaign flight, you can steer your campaigns more effectively and develop a clearer plan for optimizing results.

Is Advantage+ Really Beneficial for Your Meta Campaigns?

Are you ready to leverage the power of Advantage+? You’ve seen various perspectives, and by now, you should be able to evaluate whether Meta Advantage+ placements can truly enhance your brand’s results. The next step is to test it and determine how much control you need over your campaigns versus letting Meta’s AI optimize your ad placements. The real answer lies in taking action.

If you have questions about using Meta Advantage+ for your campaigns and how Strike Social can combine our expertise with AI to drive better results for your brand, reach out to our team for a personalized walkthrough of our tools and technology.

The post Should You Use Meta Advantage+ Placements for Your Campaigns? appeared first on Strike Social.

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This post was updated in September 2024 to provide you with the latest information.

An Overview of Facebook Ads Manager

The Facebook Ads Manager is a free tool available to assist you in your advertising efforts. It’s your all-in-one tool for creating ads, managing when and where they’ll be placed and tracking how well your Meta ad campaigns are performing.

You can use it to create, run and tweak the specifications of your ads. Using the Ads Manager allows you to target your ads to the right audiences, set your budget, see which of your ads are working, and view your billing information, payment summary and payment method information—all within the Meta Business Suite. This should not be confused with Facebook Business Manager, which provides a broader view of both organic content and paid advertising.

Are you ready to learn the essential steps to manage your campaigns through Facebook Ads Manager? Let’s jump in.

How to Access the Facebook Ads Manager

You have a few ways of accessing the Ads Manager and they will vary according to the platform you are using.

Desktop

• On your Facebook homepage (facebook.com), navigate to the left-hand side menu and click See More to expand the list of options.

• Once the additional options appear, scroll down until you find Ads Manager. Click on it, and you will be redirected to the Facebook Ads Manager interface.

• If you navigate directly to the Ads Manager site, you’ll be taken to your personal account by default. Switching to a different account is simple:
  • Click on your profile image on the left side of the screen to switch to the correct Business portfolio, or
  • Click on the dropdown menu next to Campaigns, then select See More Ad Accounts to choose the business or ad account you want to manage.

Mobile

• Download the Meta Ads Manager app from the Play Store (for Android devices) or the App Store (for Apple devices).

• If you already have Facebook installed on your device, the app will recognize your account and prompt you to click Continue to link your account to the Ads Manager app.
  • If you want to use a different account, simply click on Not you? to log in with another Facebook account.

• Once logged in, you’ll be prompted to select the ad account you want to manage.

• And that’s it! Your screen will now display an overview of your campaigns, and you can start exploring and managing your ads through the Meta Ads Manager mobile application.

Exploring Meta Ads Manager: Managing Your Facebook and Instagram Campaigns

Your Meta Ads Manager interface is organized into three main tabs—Campaigns, Ad Sets, and Ads. Here’s a closer look at what each tab offers:

Campaigns

This tab allows you to view and manage all your campaigns. You can create, duplicate, and edit campaigns, update campaign names, or change end dates.

It also provides insights into each campaign’s performance, allowing you to export or share results in .csv or .xlsx formats. You can customize the columns and use breakdown options to analyze your campaign data more effectively.

Ad sets

Viewing the Ad Sets tab gives you much of the same options as the Campaigns tab, but focuses on one specific ad set within a campaign. Along with everything mentioned above, it gives you the opportunity to edit your ad set and update not only the name, but also the placement, budget, scheduling and targeting.

Ads

The Ads tab allows you to focus on one single ad within an ad set in a Facebook campaign. In addition to editing the budget and viewing performance, you can use this tab to preview your ad and see how it appears across your selected Facebook ad placements within the Meta advertising network.

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Further Reading

Learn More About Your Audience with Facebook Audience Insights

The Facebook Audience Insights tool offers valuable data to help marketers understand their target audience. It provides information on page likes, geographic location, household demographics, and purchasing behavior.

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Best Practices on Facebook Advertising

• Always use high-quality photos. Whether for business or personal use, only upload high-quality images to social media platforms to ensure your content looks professional and engaging. Make sure your ads fit by learning the Facebook ad sizes.

• Avoid ad fatigue. To prevent your audience from seeing the same ads repeatedly, regularly update your ad creatives. Introduce new ads instead of just modifying existing ones to keep your content fresh and engaging. Keep your ads fresh with the latest Facebook ad formats.

Managing Your Facebook Ads From Inside the Office and Beyond

Now that you know all the benefits of using Facebook Ads Manager, go ahead and use the tool to improve the way you manage your Facebook campaigns.

Remember you can also download the Facebook Ads Manager app to manage your ads from home, the airport or rooftop lounge whenever you feel like it. Take advantage of the inspiration as soon as it strikes, since it doesn’t always happen in the office.

The post An Overview of Facebook Ads Manager appeared first on Strike Social.

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Join our mailing list for the latest updates.

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This post was updated in August 2024 to provide you with the latest information.

Improve your Targeting with Facebook Audience Insights

Designed to help marketers learn more about the audience they want to reach, the Audience Insights tool provides relevant data for Facebook advertisers, such as page likes, location, what your target audience’s household looks like, and buyer behavior.

Audience Insights differs from Facebook’s Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at interactions with your page (e.g., likes, comments, and shares).

As with many Facebook tools, Audience Insights is free and user-friendly. Follow the steps below to improve your Facebook strategy and hone tactics for creating winning social media advertising campaigns time and time again.

How to Use Facebook Audience Insights

Step 1: Access Audience Insights

• Go to the Facebook Business Manager page.
• From the left-hand menu, select Insights to open the full overview.
• To view your Audience Insights data, click on Audience.
• On the Audience Insights screen, you will find three key tabs:

Trends: View metrics like follower count (based on the selected timeframe), post views, and follower engagement.

Demographics: Analyze the age, gender, and location breakdown of your followers.

Potential Audience: Based on your follower and engagement data, Facebook suggests an audience size and demographic, helping you refine your content and advertising strategy.

Step 2: Create an audience

To fully utilize the Audience Insights you have gathered from this tool, start by creating a custom audience.

• Hover your mouse over the left-side menu and click on All tools. 
• Search for “audience”, then click on Audience under Advertise.

• A new window will open, leading you to the Audiences section in Meta Ads Manager.

• Click on Create audience, then select Custom audience. 
• Select your source to begin customizing your audience list.

Once your audience is labeled as Ready, you can start using it for Facebook advertising, targeting based on the data from Facebook Audience Insights.

• When setting up your Facebook ad campaign, go to the Ad Set level.
• First, go to Audience controls and select your target location.
  
  To change the location, hover the mouse over the current location settings and click on the “X” that will appear on the right side of the box. Depending on your suggested potential audience from the Facebook Audience Insights tool, you can target by country or city.

• Scroll to Advantage+ audience. From here, you can segment your audience by age, gender, interests, people connected to your page, and more advanced data such as behavior, language, education, work, etc.
  
  Quick tip: Add your custom audience created in the previous step and create a Lookalike audience to target similar audience profiles from your target country.

After setting up your audience, continue with the rest of your Facebook ad campaign setup.

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Further Reading

Discover Advantage+ Audiences Insights from a Strike Expert

In our annual training, our Meta specialist from Strike Social provided an overview of Meta Advantage. The Meta Advantage+ Audience feature complements Strike Social’s AI capabilities by helping broaden the audience while remaining within the brand’s target demographics.

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Step 3: Play with the data

For example, we’ve created an audience in Chicago with both men and women between the ages of 25 and 54. Our audience likes the winning combination of entertainment and TV shows. Let’s follow this audience, as suggested by the Facebook Audience Insights tool.

Quick tip: To refine your target audience, continue adding segments by updating the Detailed targeting section. Notice how the audience size changes as you add or remove parameters.

Step 4: Get granular

It’s time to explore the new Facebook Audience Insights tool by examining the three main tabs that reveal what our audience looks like. Unlike the old Facebook Audience Insights tool with six tabs, the updated tool has streamlined its insights into:

• Trends,
• Demographics, and
• Potential audience.

Tab 1: Trends

The “Trends” tab provides a snapshot of your audience’s behavior on Facebook. It shows the average number of followers and returning viewers, along with engagement metrics like comments, likes, shares, and ad clicks within the last 30 days (or your selected timeframe).

For instance, if you’re tracking follower count as a secondary Facebook metric in addition to your primary goal (e.g., Awareness), this is an excellent way to monitor your progress at a glance.

This tab also highlights the most active times for your Facebook page’s audience. By analyzing the frequency of activity graphs, you can see when your audience is most engaged. For instance, our Facebook Audience Insights suggest that our followers are most active between 12 AM to 3 AM and 3 PM to 9 PM.

Tab 2: Demographics

The “Demographics” tab breaks down your audience by age, gender, and key locations.

For example, our current Facebook audience, primarily based in Chicago, consists of 58.4% men and 41.6% women. Interestingly, the age demographic skews towards 45-54 years old, with a decline in older age segments.

At the top left of this screen, you can view your total lifetime followers and switch between your Facebook or Instagram pages (if applicable) on the right-hand side.

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Further Reading

Can Non-sports Brands Succeed in Targeting Sports Audiences?

Exploring how brands and advertisers use sports-focused content can reveal new ways to boost campaign engagement, build emotional connections with audiences, and foster brand loyalty.

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Tab 3: Potential audience

The “Potential Audience” tab reveals how to expand your reach based on your audience’s current behavior. For instance, the data might suggest targeting more women, as they represent a significant portion of your most engaged audience. Additionally, you might discover that your content has a strong reach among the 55+ age group.

Use this data to fine-tune your audience segmentation, boost engagement, and achieve better results for your Facebook advertising campaigns by targeting the right audience.

Step 5: Put your Audience Insights to work

Are you satisfied with your audience? Can you use it to improve messaging and engage with Facebook users? If yes, remember to name and save your audience so you can use it to refine your targeting when advertising on Facebook.

If you plan to create many audience segments, you can do so by returning to the Audience tab in Facebook Ads Manager. There, you can select which audiences to use depending on the ad campaign you are looking to launch.

Conclusion

The Facebook Audience Insights tool can help you improve your ad campaigns and messaging. It ensures that your Facebook ad campaigns reach the right people and get the right engagement and clicks. Experiment with different parameters to truly understand the power of this valuable tool.

The post Improve your Targeting with Facebook Audience Insights appeared first on Strike Social.