What are Advantage + Shopping campaigns in Meta Ads?
Posted: Wed Dec 11, 2024 6:10 am
The Advantege + Shopping campaigns , available for a few months now, were launched from Meta to offer a more efficient solution to those advertisers whose main purpose is to boost their online sales. Its machine learning allows it to help these advertiser profiles reach a more valuable audience for their purpose by spending less time setting up the campaign.
To start with, these campaigns unify the first two levels of Facebook into one, that is, they unify campaigns and ad groups to a single level.
The algorithm for these campaigns relies on data collection from pixels and offline conversion tracking.
What do the preset configurations include?
These include the choice of the truemoney database conversion event, the purchase event is automatically attributed, therefore, we can conclude that these campaigns are only created, initially, for companies that are ecommerce.
Another of the predefined configurations is automatic locations. We can only define our target audience by country, not by city, interests, sex or age. This is an open segmentation that targets all users, regardless of where they are in the funnel, without having control over the budget assigned to each of them.
One option that Meta does allow for in these campaigns is to include your current customers in the account settings. This setting will automatically apply to all Advantage+ shopping campaigns in your ad account.
How can you do this? Once you've created your campaign, head to your account settings, where you'll now see a menu of Advantage+ Shopping Campaigns. Define your current customers using custom audiences to gain additional audience insights.
You can also create lists of retargeting audiences from different sources (website, customer list, etc.). This new campaign type does not currently include audiences of users who interact with your Facebook and Instagram profiles as sources.
Another new feature of these campaigns is the option to limit the budget we want to allocate to our current customers by establishing a maximum percentage of the budget to spend. This option is only recommended if you prioritize the acquisition of new users, since it can reduce the overall purchase volume. The rest of the budget will be invested in new audiences.
Among other automatic configurations is the ad suggestion, allowing for easier creative input with up to 150 combinations, offering the option with the best results. In this process, in addition to improving ad performance with the most efficient creatives, we can obtain valuable information about the creative assets that provide the best performance for the development of future campaigns.
To start with, these campaigns unify the first two levels of Facebook into one, that is, they unify campaigns and ad groups to a single level.
The algorithm for these campaigns relies on data collection from pixels and offline conversion tracking.
What do the preset configurations include?
These include the choice of the truemoney database conversion event, the purchase event is automatically attributed, therefore, we can conclude that these campaigns are only created, initially, for companies that are ecommerce.
Another of the predefined configurations is automatic locations. We can only define our target audience by country, not by city, interests, sex or age. This is an open segmentation that targets all users, regardless of where they are in the funnel, without having control over the budget assigned to each of them.
One option that Meta does allow for in these campaigns is to include your current customers in the account settings. This setting will automatically apply to all Advantage+ shopping campaigns in your ad account.
How can you do this? Once you've created your campaign, head to your account settings, where you'll now see a menu of Advantage+ Shopping Campaigns. Define your current customers using custom audiences to gain additional audience insights.
You can also create lists of retargeting audiences from different sources (website, customer list, etc.). This new campaign type does not currently include audiences of users who interact with your Facebook and Instagram profiles as sources.
Another new feature of these campaigns is the option to limit the budget we want to allocate to our current customers by establishing a maximum percentage of the budget to spend. This option is only recommended if you prioritize the acquisition of new users, since it can reduce the overall purchase volume. The rest of the budget will be invested in new audiences.
Among other automatic configurations is the ad suggestion, allowing for easier creative input with up to 150 combinations, offering the option with the best results. In this process, in addition to improving ad performance with the most efficient creatives, we can obtain valuable information about the creative assets that provide the best performance for the development of future campaigns.