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If you've been in the digital advertising business for a while, you're probably very familiar with dynamic ads - if not, go check out our guide to dynamic product ads. But dynamic ads had a change back in 2023 when Meta introduced more machine learning into its targeting algorithms with the launch of Advantage+ Catalog Ads. The new and improved version uses more advanced data signals to achieve better results and higher returns for your brand.
With the help of Advantage+ Catalog Ads, as an ecommerce business owner, you can make campaigns to promote each of your products uniquely and target potential customers who have expressed interest in them based on behavior on your site or .
You might be thinking this sounds too good to be true, but it's not! In this guide, we'll teach you about Advantage+ Catalog Ads, so you can start using them to access the right audience and increase your sales.
Meta Advantage+ Catalog Ads is the new name for their past advertising tool, Dynamic Ads. This resource lets you create multiple ad variants for a single product and then multiply that across your entire product catalog. In other words, you'll have dozens of unique creative per product all fed into a single campaign within Meta and allowing the platform to optimize for efficiency and ROAS. Meta recommends 20-50 unique ads - you can get started with Marpipe for free to easily create variants with an intuitive creative editor and AI tools to help remove backgrounds and generate unique messaging quickly.
Upon creating and implementing your new ads back in the ad platform, Meta will display it on the feeds of users who use their apps like Facebook and Instagram. But these aren't just any people; they are those who've shown an interest in the type of products you sell, so your advertisements are targeting the group most likely to act and convert.
There are two main types of catalog ad formats: single-image and carousel. Both options have their pros and cons and are suited for different kinds of advertisements; let's take a closer look at them to see which option will be best suited for you:
Single-image ad formats are designed to display one product from your store's catalog based on the user's preference. If you choose to operate your campaign with this format, your ad will only have one image of one product when it's displayed. The product that's displayed will be based on the person's preferences. So, say a woman has been searching for sunglasses in the past; a female pair of sunglasses from your store would show on their feed rather than a couple of different products that they can flick through.
Most companies prefer Meta's carousel ads because they display multiple goods from your store rather than one specific product to a user. Rather than giving you one chance to convert someone into a customer, it gives you a couple because more of your stock is seen. Think of it as if you were running a physical store, and in your window, you presented five items you wanted to sell that would give you five opportunities to get someone to come inside. However, with a single-image ad, you only get one chance.
Before you can get started with Meta's Advantage+ Catalog Ads, you have to register an account with them. When everything is set up and you want to launch a campaign, a list of all the products in an ecommerce catalog must be provided to Meta rather than one, which is normally the case with a single product advertisement. Along with the product names, some of the product's features need to be submitted to develop the ad, like images, descriptions, prices, etc.
Meta leverages artificial intelligence (i.e. more data) with the Advantage+ Catalog Ad tool along with their proprietary algorithms to see what users have been coming across online for the types of products offered in your catalog ad. They then display one of the variants you've created and monitor engagements, clicks, and conversions on each ad individually. Since its Meta, they're able to reach scale and self-optimize the campaign for the individual ad variant that performs best. All said done, they're using some really advanced algorithms to better identify your top performing creative.
Meta has made it easy for company owners to upload their ecommerce catalog to the tool, so the process will be easy for you. It can be done through a CSV or XML feed, or if you've got a Shopify store, there's an integration feature that lets you upload it to Meta's Ads Manager directly.
There are two types of Advantage+ Catalog Ad campaigns that you can use on the platform after you sign up. These are Dynamic Product Ads (DPA) and Dynamic Ads Broad Audience (DABA).
Let's take a look at the creative options to see which will benefit your website the most:
Dynamic product ads are advertisements that are displayed to a user who has already shown an interest in your brand in the past. It's a marketing method that tries to encourage someone who may be undecided on whether they want to buy the product from you or not.
For example, imagine someone has searched for a pair of jeans in the past on your website but never bought them. They then would receive dynamic product ads with the goods and some others from the company's catalog on their Facebook feed.
Dynamic Ads Broad Audience are different from Dynamic Product ads. The user may not necessarily know about your brand, but they may have shown an interest in the types of products you sell, so Meta displays your advertisement to them based on the details they've got on the previous behavior.
For example, you sell men's suits, and someone searched for a tie on Facebook, they'd then receive an advertisement with your company's catalog on their feed.
Given Meta's reach across their platforms, you'd be crazy not to register for their Advantage+ Catalog Ads. There are countless reasons why you should choose them for your next ad set. Let's cover them below:
Once you provide Meta with your catalog and all the necessary product information, they automate and optimize everything for you in the background. This will save you time making individual ads for different customers and allow you to focus on other areas of your business.
Advertising isn't cheap; it can be challenging at the beginning if you're a start-up working with a small budget, so making sure you're getting good value for money is essential, and Advantage+ Catalog Ads provide just that.
Facebook gives you the chance to set minimum daily budgets, so you're always in charge of how much you spend per day on your advertisements.
Anyone who uses Meta's advertisement programs gains access to their full suite of channels, including Facebook and Instagram, which extend your reach and introduce your brand to new customers.
Meta has made setting up their Advantage+ Catalog Ads really easy. After you sign up, upload your catalog and create your own product sets of up to 20 options in each, and if you ever want to remove one, it's only a matter of unticking a box. They take care of the technical side of things in the background, so you only have to monitor the progress, not the maintenance.
Meta Advantage+ Catalog Ads are one of the best ways to advertise on Facebook. You get to give high-paying customers the goods they're looking for according to their preferences.
If you want to personalize your Meta Advantage+ Catalog Ads better than the limited features they give you to do so, register with Marpipe today. You'll have the ability to control the creative side of your ads with access to photo collections, templates, multivariate testing, and much more. Check out our pricing plan page to choose a package that suits your advertising needs and start getting more conversions.
