AI continues to be the topic of discussion in the latest social media advertising updates – from Meta adding even more AI features into its targeting options and making it easier for advertisers to sell through Advantage+ catalog campaigns, to LinkedIn expanding its Predictive Audience offering. Here all about the recent updates to social media advertising platforms.
Meta can’t stop adding new AI features into Ads Manager
A regular report from this blog series, Meta is adding even more AI to Ads Manager. In a new announcement, Meta announced a plethora of new AI tools including Meta’s Andromeda System, a tool that looks at ad performance across Meta owned properties and predicts which ads users will find the most interesting. This should hopefully make Meta’s targeting stronger helping educate Meta’s AI to find the best users for each ad creative even further.
Along with this update, the Advantage+ Catalog ads are also receiving AI updates with display additional products from a brands catalog on an ad when promoting a preferred product set. What this means is, Meta’s AI will choose products from the catalog that are the most relevant to the user receiving the ad. An example of this would be if someone prefers blue suits to black suits, they will see the catalog of blue suits.
Meta finally receives a Google Analytics integration
After a year of working on its partner integration, Meta is now inviting more users to integrate their Google Analytics with Meta Ads Manager. Available within the Events Manager section of Ads Manager, advertisers can now set-up the integration to start tracking more web data in Ads Manager to help more accurately track campaign performance and actions that happen outside of Meta owned properties.
Connecting GA, along with the Meta pixel and conversions API seems like it will increase the effectiveness of Meta ad campaigns, with multiple data sources all educating Meta’s AI targeting features.
AI audience building continues advancing on LinkedIn
Following in Meta’s footsteps of AI powered audience building is LinkedIn, with its new updates to Predictive Audience tool. The tool can now use company list uploads to further better its targeting capability which its AI can learn from and predict a stronger audience.
Along with this update, LinkedIn is also expanding its retargeting sources where advertisers can merge data sources with LinkedIn’s targeting.
Meta campaigns can now be duplicated into Reddit ads
At Prohibition we have been experimenting with Reddit ads for a few of our clients and we really like the platform. The ability to be able to target subreddits and keywords allows us to reach our client’s niche audiences, a very unique factor which is a lot harder to achieve on the other platforms.
Now to see Reddit adding a campaign import function that takes details from Meta campaigns and copies it into Reddit. Advertisers can then tweak the set-up to optimise it for the platform before launching in just a few steps. This is great for those who don’t have a lot of time or aren’t used to the Reddit platform to get a feel for how the platform can be used as a part of their marketing strategy.
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