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Meta's automated shopping campaigns



Meta just released new products for Meta Advantage, it's new suite of automated advertising tools. According to the platform, there are two main types of products housed within Meta Advantage - 1) tools that advertisers can use to help automate specific parts of manual campaign setup, like lookalikes (Meta names these as “Advantage” products) and 2) tools that advertisers can use to automate an entire campaign type (which Meta calls “Advantage+.”) The purpose of both is to automate as many manual functions as possible, giving advertisers "better tools to understand performance and encourage a test-and-learn mindset". So, basically, the goal is to make your on-platform Shop the final destination for Advantage+ shopping campaigns - Meta will use AI to send people there or directly to your website instead, depending on which is more likely to convert. Read more here.



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