ICYMI, Meta has taken another step towards replacing humans with robots relying on machine learning for ad optimization with the release of the Opportunity Score feature. The Opportunity Score can be found in Ads Manager, where advertisers can view their current score, see detailed recommendations, and track progress over time.
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This tool offers actionable recommendations to help advertisers improve ad campaigns while gamifying the process with a point system that weighs changes based on the biggest potential impact on overall performance. The most notable update came recently with budget recommendations that also provide performance predictions.
As our resident skeptic, my first instinct is that this is the Boost button in a different font. Yet another way for Meta to entice and encourage business owners to spend more money on the platform with vague promises and underwhelming results.
Unlike my original reaction, after digging deeper and testing the feature a handful of times, I’m pleased to report that there might be some value after all.
So, what does Opportunity Score mean exactly?
The Opportunity Score is a metric that ranges from 0 to 100, reflecting how well advertisers are leveraging Meta’s advertising tools and following best practices. The score is based on how many recommendations from Meta Ads Manager you have implemented, with these recommendations prioritized by their potential impact on your performance. The recommendations, which are ranked by importance, are meant to provide insights into the optimization level of our ad campaigns, ad sets, and individual ads, thus improving your score.
Previously, Meta’s Opportunity Score would suggest general actions like increasing your budget to scale high-performing ad sets, but it lacked specificity. Now, Meta has refined this feature to provide exact budget increase recommendations and its likely impact.
How legitimate is the feature and is it another Meta cash grab?
While Meta’s Opportunity Score offers insights and recommendations for optimizing ad campaigns, any experienced advertiser knows that one-size-fits-all strategies don’t apply in the complex landscape of digital advertising.
At Matchstick Social, we understand the importance of tailoring strategies to each client’s unique needs and objectives. Factors such as key performance indicators (KPIs), user experience, and the customer journey vary from client to client. Not all clients will thrive with automatic placements or other Meta best practices.
While the Opportunity Score provides a solid guideline for following Meta’s advertising rules, it’s not a strict mandate. Our team takes a client-centric approach, considering individual goals and preferences when building & optimizing ad campaigns. By understanding the nuances of each client’s business and audience, Matchstick creates more effective and customized advertising strategies that drive real results. We never just believe Meta that the next biggest thing is the next biggest thing.
