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Meta Enhances Advantage+ AI with New Campaign Optimization Tools and Features
Implementing Meta’s updated Advantage+ tools can supercharge campaigns by reducing lead costs and enhancing ad performance through AI. These updates allow marketers to save time while improving efficiency, particularly in lead generation and ad personalization.
Meta has announced major improvements to its Advantage+ AI suite, focusing on better campaign setups and new features for advertisers. Advantage+ shopping campaigns have experienced a 70% year-over-year growth, bolstered by the launch of Meta Andromeda, which improved ad quality by 8%. Meta is now simplifying its campaign setup process, enabling all sales, app, and leads campaigns to utilize its AI optimizations. Advantage+ leads campaigns are fully automated, cutting lead costs by 10% while improving lead quality. Additionally, the opportunity score feature provides a real-time campaign performance evaluation and actionable recommendations, showing a 5% median decrease in costs for advertisers adopting its suggestions. These tools highlight Meta’s commitment to leveraging AI for improved advertising efficiency and results.
https://www.facebook.com/business/news/supercharge-performance-advantage-opportunity-score
Google Business Profile Adds WhatsApp and SMS Integration Features
This integration helps businesses streamline communication with customers, improving responsiveness and simplifying inquiries, bookings, and support. Companies that use this feature can strengthen their relationships with customers by providing direct and efficient communication channels.
Google has added WhatsApp and SMS messaging integration to its Google Business Profile. This feature enables businesses to handle inquiries, share key business information, manage booking requests, and offer customer support directly through their profiles. Businesses can activate this feature by navigating to their profile settings, selecting “Chat options,” and choosing either Text message or WhatsApp. The functionality is available globally, with exceptions in certain countries, and supports multiple business profiles sharing the same WhatsApp URL. Although performance metrics for chat interactions aren’t yet available, this integration aims to help businesses streamline customer communications while offering a more direct engagement method.
https://support.google.com/business/answer/15013580
Snapchat Enhances Snapchat+ with New AI Features and Customization Options
Snapchat+ subscribers can now leverage AI tools to create personalized, engaging content and explore advanced messaging options, making the platform a powerful tool for creative expression and audience engagement. These features allow businesses to deepen their connection with users in a unique, interactive way.
Snapchat has introduced several AI-driven updates to its Snapchat+ subscription service, now serving over 14 million subscribers. The new features include Custom AI Stickers that generate contextual stickers based on chat text and an AI Lens for creating cinematic, movie poster-style images. The platform has also launched Snap Modes, introducing self-destructing Snaps and non-replayable content for exclusive interactions. Bitmoji customization has been enhanced with new wardrobe items, including Valentine’s Day-themed accessories. These updates reflect Snapchat’s commitment to personal expression and innovation, making it a leader in immersive and engaging communication platforms.
https://newsroom.snap.com/february-product-bundle
Google Ads Introduces AI-Powered Video Shortening Feature for Demand Gen Campaigns
Google’s “Shorter Video” feature empowers advertisers to optimize video content for platforms like YouTube Shorts while preserving branding and messaging. Businesses can leverage this tool to expand reach and adapt to the growing demand for short-form video content.
Google Ads has rolled out a new AI-driven “Shorter Video” tool for its Demand Gen campaigns. This feature automatically condenses longer video ads, focusing on key moments to maintain core messaging and branding. Alongside existing tools like vertical and square video versions, this update caters specifically to ads over 45 seconds and those targeting YouTube Shorts placements. Each shortened video undergoes a quality review to ensure it meets Google’s standards. The feature simplifies video ad creation, enabling advertisers to diversify formats and better engage audiences on short-form platforms.
https://www.linkedin.com/feed/update/urn:li:activity:7293169137021808640/
Microsoft Unveils New Performance Max Tools and Platform Updates for February 2025
Microsoft’s latest Performance Max updates, including LinkedIn Profile targeting and global remarketing, offer advertisers more precise and versatile campaign options. Implementing these tools can improve conversion rates and streamline campaign management across platforms.
Microsoft Advertising has introduced a suite of new tools for its Performance Max campaigns, including LinkedIn Profile targeting in six major markets. This integration allows advertisers to use LinkedIn’s professional targeting data for more effective audience segmentation. The updates also include enhanced audience reporting and new conversion value rules for real-time bidding adjustments. Additional features, such as bulk location targeting for search campaigns and global impression-based remarketing, streamline the ad creation process. Microsoft has also launched a multi-format campaign management feature for combining native, display, and video ads within a single campaign. The transition from Smart Shopping to Performance Max has already resulted in a 24% increase in conversions, demonstrating the effectiveness of these tools.
https://about.ads.microsoft.com/en/blog/post/february-2025/new-performance-max-tools-and-other-product-updates-for-february#02
Google Launches Causmos a No-Code Tool for Automated Causal Impact Analysis
Causmos enables marketers to automate complex causal analysis, simplifying campaign evaluation and KPI measurement. Businesses using this tool can make data-driven decisions with ease, improving campaign efficiency.
Google Marketing Solutions has launched Causmos, an open-source, no-code application designed to automate Causal Impact analysis for marketing campaigns. Built on Google Cloud, the tool integrates with Google Ads, Google Analytics, Google Sheets, and CSV uploads. Causmos automates data gathering, validation, and reporting, using comparative analysis to measure the impact of marketing interventions. It calculates the difference between observed KPI values post-intervention and predicted values without intervention, providing actionable insights for marketers. Accessible without coding expertise, Causmos empowers professionals to perform robust campaign evaluations efficiently and securely.
https://github.com/google-marketing-solutions/causmos
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