What changed: Meta outlined improvements to the AI models that retrieve and rank ads, with updates reaching campaigns automatically. The system considers ad content, a person’s likelihood of taking action and previous customers’ purchase experiences. The highest bid or largest budget does not automatically win an auction.
Who is affected
Businesses running campaigns through Meta’s advertising system are affected.
What it means for your business
For businesses using Meta ads, ad quality includes delivery, product satisfaction and the purchase experience after a click, alongside the advertising content itself.
What to do
Check your campaign’s optimization goal and select the outcome you want to achieve. Send the value of each conversion back to the system. Measure cost per result or return on ad spend, and review shipping speed, support responsiveness, product quality and checkout friction.
When it takes effect
The source says updates reach campaigns automatically; it does not provide a single effective date or completion deadline.
Source: https://www.facebook.com/business/news/how-metas-ads-system-matches-your-ad-to-the-right-person
