Meta ‘Advantage Plus Shopping campaigns’ were launched last year in August.
What are Meta Advantage Plus Shopping campaigns?
Meta’s Advantage plus Shopping Campaigns, often abbreviated and called ASC, are automated product promotion campaigns that use machine learning to dynamically serve your ads to the audiences most likely to convert, while better utilizing your advertising budget.
ASC eliminates manual ad creation steps and according to Meta, ‘automates up to 150 creative combinations at once’.
In 2023, almost 8 months post launch, Meta has provided some insights about the performance of ‘Advantage+Shopping Campaigns’
In the words of Meta –
“In the fourth quarter of 2022, advertisers saw over 20% more conversions than in the year before [while] recent tests have found that advertisers who use Advantage+ shopping campaigns are seeing a 32% increase in return on ad spend.”
“With Advantage plus shopping campaigns, an advertiser just needs to set their business objective, target country, advertising creative, and budget. Then, our AI systems do the rest: optimising to find the right person, with the right message, at the right time.”
“Advantage plus shopping campaigns are making some of our newer products like Reels ads and Shops ads perform even better. But don’t just take our word for it. The proof is in the pudding as they say or maybe in this case, the cookie dough. Doughp, a small business that makes and sells pints of cookie dough, has been using Shops ads with Advantage+ shopping campaigns to reach new customers and boost their sales. Kelsey Moreira, Doughp’s founder, told us that this combination of products made her ad campaigns truly a “set it and forget it” strategy. It’s been so successful that Doughp ended up shifting their budget away from other channels to Advantage+ shopping campaigns.”
“It uses AI to help advertisers automatically apply small enhancements – like adjusting brightness, aspect ratios and text placement – to improve the performance of creative. In a recent test, we found ads that used standard enhancements delivered 14% more incremental purchases per dollar spent.”
In fact, Meta also recently filed a patent for a video analysis system that would be able to predict the virality of video clips.
Have you tried Meta’s Advantage + Shopping campaigns?
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