Human vs. Machines Round 2: A Deeper Dive into AI-Generated Copy with Meta’s Advantage+ Tool
January 29, 2025
Key Takeaways from our Campaign Test:
- The ads with AI-generated copy were more cost-efficient.
- Click-through rates were nearly identical for both human and AI-generated copy.
- Meta’s Advantage+ often used the AIDA framework (Attention, Interest, Desire, Action) but with its own unique twist.
In the previous KOSE blog post, “Unlocking Meta’s Advantage+ : Surprising Insights on Who Responds to AI-Automated Ads” we introduced you to the world of AI-generated advertising within the Meta ecosystem. We explored the capabilities of Advantage+ and its potential to revolutionize ad creation. Now, in this follow-up post, we’re taking a deeper dive. We’ll delve into the results of our latest experiment, where we pitted human creativity against artificial intelligence in a head-to-head battle of ad copy.
The Experiment: Human-Generated vs. AI-Generated Ad Copy
Our goal was simple: to determine whether AI-generated ad copy could outperform human-written copy in terms of cost-effectiveness and audience engagement. After developing our human-written ad copy, we teamed up with Meta’s Advantage+ AI to explore its possibilities. Advantage+ allowed us to quickly generate several different options, which streamlined our process and allowed us to zero in on the most effective messaging. From there, we refined it to ensure it aligned with our brand. 
With everything in place, we were ready to launch our test with two ad sets;
- Ad Set 1: Ads with copy crafted by our team of human copywriters (human-created control group)
- Ad Set 2: Ads with copy generated using Meta’s Advantage+ AI tools (test group)
We ran the ads across various demographics and analyzed the results.
AI Takes the Lead (This Time)
The results were intriguing, shedding light on the current capabilities and limitations of AI in advertising:
- Meta’s AI-generated copy proved to be the most cost-effective with a cost-per-link click of $.67, compared to $0.77 for human-generated ads. This represents a notable 15% cost reduction, allowing us to drive more clicks for each dollar spent.
- Meta’s AI-powered ad copy also outperformed in terms of CPM (cost per thousand impressions), achieving a CPM of $7.15 compared to $8.33 for human-generated copy. This highlights their superior cost-efficiency in reaching our target audience.
- Click-through rate (CTR) was comparable across both groups, with Meta’s AI-generated ad copy achieving 1.07% and the human-generated ads reaching 1.08%.
Behind the Scenes: Decoding Meta’s AI Copywriting Style
As we analyzed Meta’s Advantage+ AI-generated copy, some intriguing patterns emerged, hinting at Meta’s preferred structure for future ad copy. The AI appears to lean toward the AIDA framework (Attention, Interest, Desire, Action), but with its own distinct spin. Here are some key elements we observed:
- Meta’s AI generated copy consistently incorporated attention-grabbing hooks, highlighted key benefits, included supporting details, and ended with clear calls to action.
- Meta experimented with different copy formats, including headline-body structures, short and snappy messages, question-answer formats, and even storytelling approaches.
- Interestingly, Meta’s Advantage+ AI generated copy often exceeded its own recommended character counts, potentially leading to truncated copy in some ads. This could be a strategic move to encourage users to click “see more” and increase engagement.
- Another theory is that AI generates longer ad copy to create modular components that can be dynamically assembled and optimized across different ad placements. This allows for greater flexibility and personalization.
Our latest experiment showed that AI-generated ad copy can deliver strong results while reducing marketing costs. While human creativity is still an important asset, AI tools like Advantage+ are rapidly evolving and proving their value in driving campaign performance. At KOSE, we’re committed to staying at the forefront of innovation in the digital marketing realm. We’ll continue to explore the ever-expanding capabilities of AI and share our insights with you. Stay tuned for more updates and in-depth analyses on the future of advertising!
