Maximizing the Potential of Your Campaigns with Facebook Advantage+
In this article, we'll clarify the distinction between Advantage and Advantage+ products.
To begin with, it's essential to understand the difference between the two.
Advantage products focus on automating a specific aspect of your campaign setup to boost performance, while Advantage+ products have the ability to automate your entire campaign creation.
How do Meta's Advantage and Advantage+ campaigns work?
Advantage+ is a product offered by Meta that uses its own machine learning. This allows advertisers to set up a fully automated campaign, making it an evolution of Advantage campaigns.
The tools remain similar, but the names have changed. Here's a quick overview of the changes announced by Meta:
Les outils restent similaires, mais les dénominations ont changé. Voici un aperçu rapide des modifications annoncées par Meta:
- Lookalike Expansion is now Advantage Lookalike, a tool that helps advertisers reach a wider audience than their Lookalike target audience.
- Detailed Targeting Expansion becomes Advantage Detailed Targeting, which enables additional audiences to be targeted according to the advertiser's preferences.
- Automated App Ads is now Advantage+ App Campaigns, using live data to adjust ads according to audience, placement and creative.
- Automated placements are renamed Advantage+ placements, a feature that decides where your ad will be displayed on Meta (e.g. on Facebook Feed, Instagram Stories, Reels, etc.) for best results.
- Dynamic Experiences becomes Advantage+ Creative, giving you the ability to create multiple versions of an ad from a single image or video.
What are the benefits of these Meta Advantage+ campaigns?
The main advantage of Meta Advantage+ campaigns is that they automatically locate the audiences and placements most likely to meet the advertiser's objective. What's more, they offer a way of simplifying campaign optimization.
According to Meta, up to 150 creative combinations can be tested simultaneously. Nevertheless, this does not dispense with the analysis required to evaluate campaign performance and plan strategic optimizations.
How do I set up an Advantage+ shopping campaign?
Here's a simplified guide to setting up an Advantage+ shopping campaign:
- Click on "create a campaign" and select the sales objective.
- Then choose between a manual sales campaign or the Advantage+ Shopping Campaign. Choose the latter.
- Next, you'll need to define: Audience location
- Budget and schedule
- Attribution parameter
- Ads to be imported
Meta will also ask you to import all existing ads on the account. These ads will be the visuals for this campaign.
As with a traditional campaign, you'll need to write up the ads with text, titles, call-to-actions and website URLs. Copyrighting remains an essential element of any strategy, even in an automated campaign. Once you've finished, you can publish.
Focus on Shopping Advantage+ campaigns
Do they perform better than traditional Facebook campaigns?
While Advantage+ Shopping campaigns are innovative and exciting, there are some concerns that ecommerce site owners need to be aware of.
Firstly, the system requires historical KPIs on ad creatives and targeting, so you can't use it on a brand-new ad account.
Someone needs to do some testing before deploying Advantage+ to make sure it's optimized for success.
One disadvantage of Advantage+ is that you can't define targeting.
For example, if you have products for women, Advantage+ would still show ads to men. This could potentially lead to unnecessary ad spend and lower ROI.
The other concern is that with Advantage+, you're giving control to the platform. While AI and machine learning have revolutionized advertising, it's essential to approach these new tools with a healthy dose of skepticism.
As humans, we operate according to many previous patterns and our limited scope of awareness and knowledge. With Advantage+, AI has greater insight into targeting and modeling the ideal customer.
Should you use Advantage+ buying campaigns?
Despite these concerns, we still recommend using this type of campaign, which has been very successful with Advantage+ advertising.
A large majority of users with ecommerce sites using Advantage+ get a good return on ad spend (ROAS).
All we have to do is adjust the budget according to performance.
With Advantage+ buying campaigns, Facebook does all the hard work of targeting and attracting qualified people to your content.
However, it's important to remember that this technology is controversial because it gives control to the platform. Put in the work to make sure your content and ads are relevant and converting.
Conclusion
Facebook Advantage+ offers a powerful and versatile advertising tool for marketers. Its precise targeting, multi-level approach and robust retargeting capabilities make it an attractive option for businesses looking to increase their digital presence.
When complemented by other advertising platforms such as Google Ads, it can form part of a comprehensive and effective digital marketing strategy.
Geoffrey G
