On Our Minds: Meta’s Latest Automated Features: Site Links and Automatic Adjustments

As the digital landscape continues to evolve, advertisers must determine how much they are willing to embrace automation and AI-powered technology. Meta has been rolling out features to enhance the effectiveness of ads across their platforms.?

One of these features includes creating ads with site links, which can only be delivered to the ad placement Facebook mobile feed. Meta’s site links feature enables advertisers to add multiple landing pages to ads, similar to the sitelink assets added to Google Search and Performance Max campaigns. While users were previously able to review and confirm suggested site links, Meta is now adding site links automatically. These site links are dynamically sourced from the primary website provided in the ad source section at the ad level. Advertisers should check their ads and decide whether they’d like to keep the automatically added site links or if they want to remove them. They can also choose to manually add site links to provide more opportunities for people to engage with their website and learn more about their show.

In addition, Meta recently rolled out a new feature called “automatic adjustments” to several ad accounts, allowing Meta to have some control over campaign management. The new feature can implement significant campaign changes without explicit consent from advertisers. When “automatic adjustments” are enabled, Meta can pause or activate campaigns, modify budgets, consolidate ad accounts, and merge audience segments. As part of its broader Advantage+ suite, these adjustments can strategically modify campaigns based on data-driven prediction. These changes can help minimize the need for constant monitoring and maximize an ad’s adaptability across various audience segments and placements.

While these automated changes aim to streamline and optimize campaign performance, Meta’s AI-driven algorithm can automatically optimize ad settings and make major campaign changes without even notifying the advertiser. Unintended budget changes and merged audience segments can disrupt ad performance and targeting, leading to uncertainty regarding overall campaign effectiveness. For example, the system may shift budgets away from high-performing ads to test new ones.

Many advertisers are leveraging automation and AI-powered technology to achieve favorable campaign performance. However, as new features continue to roll out, advertisers need to determine if they can embrace the lack of control, shifts in budgets, and possible consolidation of audience segments. If not, advertisers have the option to disable the new feature, retain control over their campaigns, and ensure alignment with their goals.

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