Meta has just launched their Advantage+ shopping campaigns.
First, some background. Facebook has been moving towards automation with its advantage ad suite. Advertisers can already allow Facebook to automatically select targeting/audiences, placements and creatives.
However, the Advantage+ shopping campaigns bring the different features together under a quick and easy setup.
Available to select merchants, these campaigns are Facebook’s answer to Google’s PMax campaigns. (P.S. We wrote about these in our newsletter here).
If you don’t see the campaigns in your account, get in touch with your meta rep and ask for priority access.
According to Meta’s own documentation, Advantage+ shopping campaigns are AI-based campaigns that leverage machine learning to help you reach valuable audiences with less setup time and greater efficiency.
They are designed to be the most efficient solution for performance-focused advertisers looking to drive online sales.
The key benefits:
i) Simplified setup - Save time and effort on campaign creation. Combine new and existing audiences under one campaign.
ii) Personalization - Automatically match personalized products from your catalogs to get results. Meta’s streamlined delivery gives you more opportunities to reach people likely to purchase your products.
iii) Optimization - Deliver your highest performing ad variations to your highest value shoppers. Better results for stores of all sizes.
So how do you set up Advantage+ campaigns? Here are the steps from Facebook's own documentation:
While it’s too early to declare the verdict, Meta’s own pilots have reported a 12% lower cost per conversion in early tests.
And if the PMax (or Performance Max) campaigns on Google are any indication, AI-based campaigns are here to stay.
This doesn’t mean that you stop testing your audiences and creatives or using a good attribution tool, however. The fact is that Meta has limited intent data post iOS14, so advertisers who triangulate data from multiple sources can exert better control over their campaigns’ results.