Learn more about Meta’s new Advantage+ Shopping Campaigns

Digital Marketing / September 01, 2022

Changes are common in web marketing, especially when it comes to web advertising. It can be difficult to keep up with new developments and best practices. To help you better understand the latest developments in social media advertising, we’ll demystify Meta’s (formerly Facebook) new Advantage+ Shopping Campaigns.

First off… What does Advantage+ mean?

Advantage+ is a group of products offered by Meta that use machine learning to make life easier for advertisers. These features automate the creation of advertising campaigns from A to Z (budget, bids, ads, etc.). This includes Advantage+ Catalog Ads (previously known as “Dynamic Ads”), Advantage+ Creative (previously known as “Dynamic Experiences”), etc.

Throughout 2022, marketers will witness more innovations from Meta. Most recently, on August 15th 2022, Meta launched “Advantage+ Shopping Campaigns” ads, an automated solution for Shopping campaign on Facebook and Instagram.

Let’s talk about that.

What are Advantage+ Shopping Campaigns?

Shopping Ads are focused on showcasing specific products from a website through a dynamic product feed.

Previously, advertisers had to manually test different elements like budget, visuals and audiences to find the best combinations.

Designed specifically for e-commerce advertisers, Advantage+ Shopping campaigns speeds up the ad creation process and allows for the automatic creation of up to 150 creative combinations at a time.

Advantage+ Shopping campaigns use certain signals to show each user a personalized ad that is most likely to interest them. In fact, Meta finds that 52% of consumers wish to discover new brands everyday, so long as the ads presented to them align with their shopping preferences. Advantage+ does exactly that.

In addition, advertisers can bundle certain campaigns together. The account structure is now simpler and campaigns require fewer frequent changes.

Since the product’s launch, Meta has found that the cost per conversion of Advantage+ Shopping campaigns is 12% lower than traditional advertisers’ campaigns.

What Are the Key Benefits of Advantage+ Shopping Campaigns

1. They simplify the implementation of your campaign.
2. They take only a few minutes to set up.
3. They use machine learning and artificial intelligence to create ad combinations that are most likely to achieve predetermined goals.
4. They suggest elements that have worked well in previous campaigns.
5. They optimize budget spending to achieve the best results based on the advertiser’s business objectives.
6. They continuously learn and optimize based on individual consumer preferences.

In short, the goal of Advantage+ is to help you achieve your business goals, speed up campaign set-up and deliver the best performance through automation.

Existing customer budget cap

Customer Budget Cap is a new feature unique to Advantage+ Shopping campaigns that allows advertisers to specify the percentage of budget they wish to allocate to existing customers. By creating custom audiences (based on your website visits or CRM for example) Meta will be able to identify your existing customers and allocate a maximum ad budget to those audiences.

Advantage+ Shopping Campaigns Case Study

Since Advantage+ Shopping campaigns are brand new, the results are still preliminary, but very encouraging! We tested the Advantage+ campaigns for one of our clients and the results are very positive when compared to the average account results. Cost per purchase was significantly lower than the average on the account and the return on ad spend (ROAS) was much higher than the average. We’ll continue investing more budget in this campaign next month, and report back.

If you should retain one thing…

As Advantage+ Shopping Campaigns have launched less than 15 days ago (at the time we’re writing this), combined with the conclusive, swift results of our recent case studies, we recommend you hop on the Ad+ train if you have yet to do so as quickly as possible.

If you need help setting up Shopping Campaigns or any of the numerous Advantage+ campaigns, feel free to reach out to our experts, they’ll be glad to help you succeed!