Elliott Botterill explains how Meta's new ad system evaluates millions of variants to match each user. The key: make ads specific enough for the algorithm to target accurately, which boosts both engagement and delivery precision.
Facebook basically gutted the ad platform and pulled the engine out and replaced it with a brand new one. And this guy is a beast. And what this guy can do is effectively look at so many millions of different ad variants and find the perfect one for the perfect person. As a result, the more specific we are in our ads, the higher the response rates from people. That has always been true. But now the more specific it is, the more accurate the algorithm can be at showing it to the right person. And so when you have higher response rates because it's specific and more pinpoint targeting, that is a double whammy, and we love that.
