As soon as this article about the next Meta Automation appeared on the Web, there are numerous discussions concerning the future of targeting. So, what happened for performance marketing agency?
Briefly, Meta announced that due to the power of AI automation they created Advantage+ shopping campaigns which help advertisers spend less time launching, analyzing and optimizing. Recent studies showed that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads.
Does it mean that PPC Managers will no longer be in need? Certainly not.
As a PPC Manager I can state that launches are only a 10% of my main job. The thing is that you spend hours analyzing the right audience, creating funnels that will help to engage that audience and generating messages and offers that will convert leads into sales. Moreover, my team and I go through the whole funnel of the client to find the strongest and the weakest points to use or improve effectively. We also check the work of the Sales Department and get their overviews on the quality of leads.
Our strategy is:
Review
Rethink
Relaunch
Run
Report
Advantage+ will become a time-saver not a competitor. But this change will affect the number of new players on the market. So it would be better to prepare your advertising processes carefully.
Please feel free to find more official info in Meta
