The Instagram Ads Manager team is discussing: should we implement automated campaign optimization or give advertisers more manual controls?

Introduction

The Instagram Ads Manager team is facing a critical decision: should we implement automated campaign optimization or provide advertisers with more manual controls? This trade-off involves balancing efficiency and ease of use with granular control and customization for advertisers. My response will analyze this decision from multiple angles, considering user impact, technical feasibility, business goals, and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking this decision might be driven by increasing competition in the social media advertising space. Could you share more about the current market pressures and how they're influencing our product strategy?

Why it matters: Helps contextualize the decision within broader market dynamics Expected answer: Increasing competition from TikTok and other platforms Impact on approach: Would emphasize the need for differentiation and advertiser retention

• Considering our user base, I'm assuming we have a mix of sophisticated agencies and small business advertisers. Can you provide a breakdown of our advertiser segments and their relative contribution to revenue?

Why it matters: Ensures the solution caters to the needs of our most valuable segments Expected answer: 80% of revenue from agencies, 20% from small businesses Impact on approach: Would influence the balance between automation and manual controls

• From a technical perspective, I'm curious about our current AI capabilities. How advanced is our machine learning infrastructure for campaign optimization?

Why it matters: Determines the feasibility and potential effectiveness of automated optimization Expected answer: Solid foundation with room for improvement Impact on approach: Would inform the timeline and resources needed for implementation

• Regarding our product roadmap, I'm wondering how this decision aligns with other planned features. Are there any major platform changes or integrations on the horizon that could impact this decision?

Why it matters: Ensures the solution fits within the broader product ecosystem Expected answer: Upcoming API changes and potential integration with Facebook's ad platform Impact on approach: Would consider compatibility and potential synergies with planned features