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Is Advantage+ For Everyone?
TikTok News
Dec 5, 2024
Considering launching an Advantage+ campaign, these are the things you need to know first...
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Considering launching an Advantage+ campaign, these are the things you need to know first...
Picture this…it's 2022, you go to set up a manual sales campaign and the following prompt pops up on your screen:
Fast forward 2 years, and Advantage+ Shopping Campaigns are still the talk of the town when it comes to meta advertising. If you’re new here and haven’t the faintest clue what we’re talking about, allow us to explain. As Meta’s primary AI product offering, Advantage+ Shopping leverages the power of machine learning to help advertisers reach ideal customers more efficiently.
Sounds like a no brainer right? BUT there’s a catch. You see, not all Advantage+ campaigns are created equal. So before you go turning off all your manual sales campaigns and dedicating your entire budget to Advantage+, let’s delve into some things you need to consider before putting all your eggs into the Advantage+ basket.
This first point is arguably the most important, so listen up. One way to determine whether your Meta Ad account will benefit from an Advantage+ campaign is to consider the overall health of the Meta pixel. Think of your pixel like a fine wine - the older it is, the better. Why? Because the longer it sits on your website gathering dust, the more time it’s had to collect data on your website visitors. What this does is gives the meta AI a feel for who your customer is, so by the time you decide to send the meta AI minions off to find your ideal customer, they’re not going in completely blind. Rather, they’re using that information on your ideal customer and using it as a blueprint to find more.
So, if you’re dealing with a brand new ad account and an unseasoned pixel, best to train the pixel up through interest-based targeting before you trust it to seek out your ideal customer itself.
Another misconception surrounding Advantage+ is that you need to bombard it with as much creative as possible. While it’s true you’re going to want a significant number of ads in your campaign, you want to be sure that the creative you're submitting has been previously tested and proven to be a guaranteed money-maker. The only way to do this is to dedicate time and money to testing multiple variations of the same ad first, and finding a winner before scaling it in your Advantage+.
Lastly, in what will come as a surprise to no-one, the more daily budget you put into your Advantage+ campaign, the more you’re going to get out of it. The bigger the audience, the more budget required, and given you’re casting the net far and wide with Advantage+, you’re going to need a significant sum to reap the benefits.
How do we know this? Because we experienced it first-hand with one of our clients! When viral Aussie cleaning brand Clean Like a Pro first joined the Pulp community, they had never advertised on Meta before. This meant we were dealing with a new Pixel AND a ad account. Immediately, we knew it wasn’t quite time for Advantage+. So, for the first 3 months of advertising we worked on nurturing the pixel by directing interest-based audiences to the website. After 3 months of successful advertising and an increase in monthly spend, we opted into Advantage+ alongside our manual sales campaigns. Let’s just say the results speak for themselves….
In a nutshell, if you’ve got a seasoned pixel, winning creatives and a significant budget to play, you’ve got all the ingredients to create a deliciously successful Advantage+ campaign. If, on the other hand, you're dealing with a fresh account and pixel, you’re better off investing your precious pennies in interest-based targeting before jumping into the deep end.
