SOCIAL
Meta Expands Automated Ad Optimization Options via ‘Meta Advantage’ Program

As it works to mitigate the impacts of Apple’s ATT privacy prompts, which have reduced its capacity for personalization and data-based ad targeting, Meta’s looking to enhance its automated ad tools, and make them more available to more businesses, via a new expansion of its ‘Meta Advantage’ automation program.
Originally launched back in March, Meta Advantage groups together its various ad automation and AI-based tools, in order to make it easier for advertisers to understand which elements do what, while also highlighting the various automation tools it has on offer.
And now, Meta’s expanding its Advantage options – first off, Meta’s adding ‘Advantage+ Shopping’ campaigns, which will provide assistance in ad creation, and will be able to automate up to 150 creative combinations at once.
As per Meta:
“Rolling out to ecommerce and retail advertisers on August 15, the Advantage+ shopping campaigns tool gives advertisers new ways to optimize campaigns. Advantage+ shopping campaigns uses AI to automate the campaign creation process and is powered by new machine learning models.”
Those models, according to Meta, have been generating good results:
“In a study of 15 A/B tests, we discovered that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads.”
The update will provide more options for eCommerce brands, while Meta’s also looking to enable businesses with a FB or IG Shop to use it as a destination for Advantage+ shopping campaigns.
“We’ll then use the power of AI to direct people to the Shop or the seller’s website based on what has the highest likelihood to result in a transaction.”

So the process (which is still in testing) will be able to guide users to where they’re more likely to convert, based on their past behavior. Elements like this have been particularly impacted by Apple’s update, because Meta can’t track where people are tapping through to – though recent research has shown that Meta is still able to track link click activity when you use the in-app browser in its apps.
That could make this a more effective option, which could be worth considering in your campaigns.
Meta’s also looking to give SMBs more access to the same tools, with smaller brands now able to access Advantage+ creative and Advantage audience to create ads via their Facebook Page.
“Advantage+ creative automatically adjusts ad creative for each person who views your ad. This helps show them the version they’re most likely to respond to, delivering better ad performance, while Advantage audience creates a personalized audience based on your Page details and automatically adjusts over time to help you reach more relevant people with your ad.”
Both of these new options are now available when you create ads from your Facebook Page.
Meta’s also updated its creative optimization options via Ads Manager, in order to better enable advertisers to create multiple versions of an ad, that are optimized for what viewers are more likely to respond to, while it’s also testing a new process that will automatically add music from Meta’s sound catalog to image-based ads, ‘creating a more immersive experience for placements in Reels ads’.
These are some interesting updates, and it may well be worth exploring Meta’s evolving Advantage product suite, in order to gauge how they might help to enhance your campaigns in its apps.
Using automation has become an increasingly viable option for brands, as online ad systems continue to evolve and ‘learn’ from user behaviors. And again, with less data to go on, due to the new iOS prompts, automation could well be the best way to maximize campaign performance.
You can learn more about Meta Advantage here.
SOCIAL
LinkedIn Adds AI-Generated Job Candidate Responses in Recruiter

LinkedIn continues to integrate generative AI elements, this time within its Recruiter platform, with AI-created messages that HR professionals can then send to potential candidates, which are customized and personalized based on InMail best practices.
As you can see in this example, the new process, built into LinkedIn Recruiter, will enable users to quickly and easily craft a message that they can then send to a potential candidate, simply by tapping the ‘Draft personalized message’ prompt at the bottom of the composer window.

As explained by LinkedIn:
“Using our own LinkedIn in-house generative AI model trained on successful InMails, we use the information from the candidate’s profile, job description, and the recruiter’s company to draft a highly personalized message to get the conversation started.”
Once the AI generated InMail is created, you’ll then be able to further customize the message by ticking the topic elements that you do or don’t want to include. You can then edit and send the message – which should help recruiters save time, while still maintaining personal outreach.
Though it also feels a little impersonal, like maybe this is an element that shouldn’t be automated?
I guess, when you’re dealing with such responses at scale, it’s not really personalized anyway. But as with some of LinkedIn’s other generative AI experiments, like AI created feed posts, it feels like this is taking some of the human interaction out of the platform, and removing the ‘social’ aspects out of ‘social media’.
Maybe that’s an idealistic viewpoint, and the time savings outweigh any overarching principles at play. But it seems like some of these things should be written by a human, in order to maintain that baseline of real connection within these apps – otherwise we’re headed to a future where it’s just bots talking to bots, and when you actually have to meet in person, you’ll never know what you’re going to get.
I mean, theoretically, the candidates could also have written their application via generative AI, and they could respond to these emails with their own generative replies. And if it’s a remote position, maybe you’ll never even meet in person, and it’ll all be just simulated engagement for simulated jobs.
Seems slightly off, but maybe these tools help in some cases, potentially a lot of cases – it just feels like LinkedIn is going to get a lot less genuine than it already is as a result.
Either way, it’s happening. LinkedIn says that it’s starting to roll out AI-assisted messages in Recruiter to ‘a handful of customers’ in the US and Europe, before an expanded launch beginning next month.
You can read more about LinkedIn’s latest Recruiter updates here.
SOCIAL
YouTube Ad Revenue Forecast To Rise 4%, Hit $30.4B, In 2023 05/30/2023

Advertising revenue across all
YouTube platforms, including YouTube TV, should see growth of 4% this year, to $30.4 billion and growth of 10.3% to $33.5 billion, in 2024, according to new WARC projections.
While relatively
modest, 2023’s growth will represent a turnaround from Q4 2022, when YouTube’s ad revenue dropped …
SOCIAL
LinkedIn Launches New ‘Find Your In’ Ad Campaign

LinkedIn’s launching a new promotional campaign, created by ad agency Droga5, which aims to highlight how you can use the platform to find your ideal career pathway.
The ‘Find Your In’ campaign looks to showcase how LinkedIn can unlock new possibilities, so you can be whatever you imagine, with the help of LinkedIn’s connectivity.
As explained by Droga5:
“It starts with a little girl who finds herself in a place that’s perfectly ordinary: the laundromat. But we quickly learn there’s more here than meets the eye. All it takes is a little bit of inspiration from a LinkedIn alert on a nearby phone to set off an unexpected and extravagant dance with her own potential. The future comes to life, teeming with opportunity and endless options to explore.”
Not sure that I felt inspired, as such, by the clip, but it is catchy, and it could prompt people to take another look at the app, and consider how they can utilize LinkedIn as a guide on their professional journey.
LinkedIn’s been working to maximize discovery, and capitalize on its record high levels of engagement, by better highlighting relevant influencers and niche creators, with a view to helping others discover new connections, and explore their passions in the app.
That, ideally, will help more people establish networks of likeminded professionals, which could indeed facilitate new career opportunities through the same.
The campaign could help to amplify this. The new push will run across TV, web and social media platforms over the coming months.
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