Recently, Meta has silently rolled out a new feature— ‘automatic adjustments’. As per the latest update, Meta can make changes to ad campaigns without requiring prior approval from advertisers.
Considering this controlling nature, the new feature has stirred up debates among advertisers who fear that Meta’s automation could lead to unanticipated costs. Let’s have a deep look at that.
What is the Auto-Adjustment Feature?
Meta’s auto-adjustment feature refers to the usage of AI-driven algorithms to automatically optimize ad settings. Designed as part of its broader Advantage+ suite, Auto-Adjustments strategically modifies campaigns based on data-driven prediction. Even though it sounds good, it may leave room for mistakes. For instance, sometimes the system sometimes shifts budgets from high-performing ads to test new ones, which is risky for advertisers.
Major Changes in Ad Management
The new update lets the Meta algorithm make crucial changes to ad campaigns. Have a look at the key areas that can be controlled:
- Pausing or activating campaigns based on the performance insights.
- Alter audience targeting to ramp up engagement.
- Consolidating ad accounts for better management.
- Increase or decrease the ad costs automatically.
In short, the algorithms can implement major campaign changes without even notifying the advertiser. Yet, since the system isn’t transparent about these changes, it’s hard for advertisers to predict results precisely.
How It Affects Advertisers
Advertisers are now facing a new reality where their campaigns can be altered without explicit consent. This has led to several concerns:
- Loss of Control: Advertisers may find their carefully planned strategies disrupted by automatic changes that do not align with their objectives. The worst part is that such changes are not even notified.
- Budget Changes: Automatic adjustments give free control to algorithms to change the ad budget. As a result, the overall campaign effectiveness will be affected. Moreover, sudden changes in budget or audience targeting could lead to financial losses.
- Audience Segmentation Issues: The consolidation of audience segments could result in less targeted advertising.
How To Turn Off Automatic Ad Adjustments
You can turn off the automatic ad adjustment feature to regain control over the campaigns. Check out a step-by-step guide for the same:
- Access “All tools” in Ads Manager.
- Click on “Automated rules.”
- Select “See automatic adjustments.”
- Scroll to the “Manage automatic adjustments” page.
- Toggle the feature OFF.
Final Words
The introduction of auto-adjustments is a double-edged sword for advertisers. On one hand, it may help those who lack the expertise for daily manual adjustments. For them, auto-optimization may bring in better results. However, expert ad specialists worry that it regulates their control. Ad budgets can be shifted away from high-performing ads to test less successful ones to shatter the results.
Luckily, advertisers do have the option to turn off the new feature. That means anyone who has concerns can opt-out. Will you turn it off or try the new feature out?
