Update 1: Expanded rollout of generative AI features and new Branding tools in Advantage+ Creative
We are expanding the availability of background generation and full image generation – generative AI features inside Advantage+ creative to more advertisers. I am also excited to introduce the launch of a suite of Branding tools that allows you to express your brand preferences and apply those brand elements across the creative outputs.
Our hope is that these features will allow businesses to save time and resources while generating on-brand outputs that can help improve ad performance through creative diversification.
Here are more details on the expanded access to generative AI and the upcoming new features:
1. Increased availability for background generation and full image generation:
Both background generation and full image generation are generative AI features that allow you to create diverse versions of your original ad creative, including generated text and logo overlays on the images. You can do this for both lifestyle images via full image generation or product focused images via background generation.
2. Branding Tools [coming soon]
Advertisers will soon be able to express their brand preferences at the ad level via the ‘Branding’ section, and this will carry over to future ads. The below elements will be available when creating or editing an ad:
• Logo, brand colors, and font:
Meta will automatically source and surface these elements of your brand from your existing assets including historical ads, websites previously provided and Shopify info to inform image generation and ‘Add overlay’
feature. You can then confirm, edit, or remove elements which will be used to inform image generation and text overlays. In instances where Meta is not able to identify and surface the brand elements, you can upload or select from a list of pre-set options. Once you have confirmed your brand elements, you can expect these to be reflected where appropriate, or you can also choose to turn off the ‘branding’ option entirely if desired.
• Visual Style:
Meta will infer your visual brand style from your recent ads and use that reference to generate images that better match your desired look. Please note that this feature only applies to product-focused images.
• Brand Tone:
Meta will infer brand tone from past ads and brand page and you will have the option to edit it using free form text. The brand tone will be used in text generation.
We’ll start rolling out these features in the coming months, and we look forward to more advertisers like you being able to use these additional sets of tools to generate more on-brand output.
Please note that these generative AI features leverage the Ad Creative Generative AI Terms to govern usage of our generative AI creative features in our self-serve ad interfaces, including Ads Manager and the Marketing API.
Help Center: About branding for your ads in Meta Ads Manager
Help Center: Generate image variations in Meta Ads Manager
Update 2: Bringing parity to the Ads Manager targeting experience for Advantage+ catalog ads
To provide users of Advantage+ Catalog Ads (A+CA) campaigns with the same targeting experience in Ads Manager, Meta is expanding the targeting experience currently enjoyed by catalog users at the ad level to catalog users at the campaign level. As a result, advertisers using A+CA at the campaign level will notice some differences.
From now on, newly created or duplicated ad sets will no longer display marketing and prospecting selection buttons. Advertisers will still be able to develop new customers and retarget ads, but the operating mechanism has changed.
- To leverage Advantage+ catalog ads for retargeting, advertisers should create and use
custom audiences.
- To leverage Advantage+ catalog ads for prospecting, use Advantage+ audience (no
additional targeting criteria is required; if advertisers would like to also exclude current
customers these can be added through custom audiences).
Meta plans to expand this update to existing ad packages in the second half of the year. Stay tuned for more updates aimed at enhancing the user experience.
Help Center: Create a catalog custom audience
Help Center: About Meta Advantage+ catalog ads
Help Center: Create an Advantage+ catalog ad
Update 3: Launch — Include Other Products When Promoting a Product Set to Drive Performance
Meta rolled out a new feature in Ads Manager that helps improve performance of Advantage+ catalog ads or Shops ads campaigns by allowing our systems to include other products from a catalog when advertising a specific product set.
For the best overall ad performance, we recommend using a catalog’s default product set called “All products,” which contains the full selection of products in the catalog. However, we understand that advertisers may want to curate their ads to promote certain products while balancing needs for better performance.
By “including other products when promoting a product set”, you can advertise your preferred products and show people other products from the catalog when likely to drive better results. In a recent test with 18 advertisers like you, we saw, on average, 14 percent higher return on ad spend and 11 percent lower cost per purchase when including other products from their catalog compared to only promoting the products included in a specific product set.
This feature is ideal for when you want maximise campaign performance, while also encouraging sales of specific products. We will continue to explore more features to support promoting sales of specific products.
To fully leverage the value of this feature, we recommend referring to the guide below for detailed steps and tips.
Help Center: Include other products when advertising your product set
Help Center: Tips for product recommendations in Advantage+ catalog ads
Update 4: Launch — Introducing Flexible Media
We recently launched a new automated creative solution called Flexible Media. This new feature relaxes current restrictions around the ratio of an ad for a particular placement, and allows Meta to deliver creatives across additional surfaces when there is an opportunity to improve performance.
In other words, when this creative solution is enabled, Meta’s system can use an asset selected to fit one placement/size (i.e. a 1×1 ratio creative for Feed) and deliver this creative in a different placement/size format (i.e. 9×16 for Stories). This increased flexibility provides more opportunities to deliver the right creative to the right user, and our hope is that this will ultimately help improve performance across placements.
Flexible Media currently supports the following ad formats and objectives:
- Single media (video or image)
- All objectives
For images, Flexible Media uses smart detection algorithms to help keep your ad intact, so for example, if important advertiser information will be negatively altered (e.g.,objects or text may be cut off) then Flexible Media will not be applied.
We currently do not have the smart detection algorithms in video, however, so as a general best practice, if you have the Flexible Media feature on, we recommend viewing the “ad previews” to understand how the end creative will appear.
Advertisers can enable Flexible media when creating a new ad or editing an existing one:
- When creating a new ad, navigate to the “Crop” section and check the box “Enable Flexible Media”.
- When editing a new ad, navigate to the ad level, “Ad Creative Setup”, then to“Flexible Media”, select “Edit” and switch the toggle to “on”.
Help Center: About flexible media
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Source: Meta
