How To Leverage Facebook Ads Advantage+ Shopping
Facebook Ads Advantage+ campaigns are being dubbed as the performance max of Facebook. Leaning more on automation and AI to deliver results, these campaigns could be an amazing addition to your prospecting activity, if used effectively.
Who is Advantage+ Targeting?
Advantage+ is a great opportunity for prospecting and reaches users at all stages of consideration in their journey, whether they’re looking to purchase, discover new brands or just browse. This goes a lot further than a standard sales campaign where you’re only reaching users based on their likelihood of completing the conversion action you selected.
Advertisers who gained early access to this feature have said they have seen low CPAs alongside a growth in new customers.
Budget
Start Slow and Build
When Advantage+ is new, it’s more likely to fluctuate in performance, with that in mind it’s better to start small with your spend and build slowly. You can do this by only applying around 25% of your prospecting budget to Advantage+ activity and build from there based on performance to retain spend control.
Let It Run
Whilst we’re on the topic of performance fluctuations… Don’t panic and abandon the mission if you’re not getting the result you want instantly. Advantage+ needs at least 2 weeks before you start seeing more positive metrics on a more consistent basis with momentum really building at the 4-8 weeks mark, so letting it run through this painful period is key.
Another thing to note is in the early stages of launching an Advantage+ shopping campaign, it will be feeding off what Facebook already knows to determine who to go for, and what does Facebook already know? Your existing audiences! Which is why you may see fluctuations within your existing campaigns if they are running at the same time as your Advantage+ activity, but don’t panic, there are a few ways around this:
- Test differing creative and value offerings based on the campaign type
- Make use of cost cap and ROAS bidding within your pre-existing campaigns to gain control over the algorithm
- Add audience exclusions to your Advantage+ activity
- Apply Advantage+ Custom or Lookalike audiences to give Facebook more targeting guidance
It’s All About The Creative
Creative is the main thing you can leverage in an Advantage+Shopping campaign, and Facebook relies on your assets to build data and target new users. With AI and automation being the key component in this campaign type, diversifying creative, capturing trends and testing different ad formats and concepts to find winning asset combinations is a great way to scale this activity and generate results.
Running unsuccessful creative and not iterating on it is a problematic way to run this campaign type and can drive it to achieve less than ideal results, so it’s important to change up to populate a good set of assets and switch your creative and messaging at least every 4-6 weeks.
Your Product Catalog
Advantage+ shopping is all about… well… shopping. Which is why ensuring your product catalog is optimized will be an important aspect in allowing your campaign to succeed. This is especially the case in the early stages of launch when Facebook will naturally push more spend towards ads that are catalog focused.
@misspinkdigital Facebook Ads Advantage + Shopping is a great opportunity for anyone looking to scale their prospecting activity and leverage more of Facebook’s automation. That being said it comes with patience and optimisation! Here are some ways you can optimise Advantage+ Shopping to level up you Facebook Advertising 🤝 #facebookads #facebookadstips #facebookadvertising #paidads ♬ Aesthetic - Gaspar
Tracking & Data Quality
Feeding Facebook with as much accurate data as possible is the key to unlocking the full Advantage+ experience. Using just the base pixel is not going to cut it and Converion API (CAPI) as well as event match quality is what you need.
What is CAPI?
Conversions API allows you to track at server level and not just browser level like you typically get with the standard pixel tracking. This was heavily recommended following the IOS 14 update that was also dubbed the “death of cookies”. CAPI works with your pixel and Facebook to track results and data that may not have been possible previously.
What is Event Match Quality?
This helps you track the likelihood of events matching your account/campaigns. Each event is paired with a quality rating of poor, ok, good or great. To really make use of this tool, you need to be aiming for a quality rating of good or great.
Website User Experience and Conversion Rate
With the use of Advantage+ shopping comes the increased chance in driving new users to your website, so be ready for this!
Ensuring your website’s user experience is in check and you have at least the basic conversion rate optimization principles in place will help get those new visitors over the line and hopefully become new customers!
