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Meta unveiled Advantage+ in 2022, and since then, machine learning-based optimization has grown immensely in popularity. The ability to target broader audiences who are genuinely interested in your products, optimize creative at scale, and save advertisers time has been a game-changer for developing both prospecting and retargeting campaigns that achieve results.
Getting started with Meta Advantage+ Ads at the beginning can be challenging if you've never used automation for advertising before. It’s also naturally nerve-wracking; after all, you’re handing over a lot of control back to the platforms.
To help you hit the ground running, we've written this article to show you how they work and the different types and ways your e-commerce company can benefit from them.
Back in 2022, Meta launched their latest creative marketing solution powered by artificial intelligence (AI), Meta Advantage +Ads. The idea of Meta Ads was to streamline the advertising process for marketers with AI while achieving the best possible results.
Instead of going through the painstaking process of making individual ads and individual campaigns, Meta's Advantage+ campaigns allow up to 150 unique creatives in a single campaign while allowing their algorithm to optimize for creative and placement by performance. Companies can unlock more reach and performance from the ad platforms while utilizing a service like Marpipe to produce on-brand creative at scale.
Meta's Advantage+ Ads allow you to execute creative and audience targeting with artificial intelligence. But AI is a loaded phrase, so let’s break down what Meta is actually doing.
Advantage+ ads start with a lot of inputs, i.e., your creative and a broad audience.
The campaign itself does the work to create combinations of both creative and audience targeting to find user engagement and conversion signals and self-optimize performance accordingly. In other words, Advantage+ campaigns conduct multiple experiments concurrently to find the best audiences, placements, and creative to optimize campaigns for things like cost per click or ROAS.
Let’s break down how a brand might set up and execute an Advantage+ campaign.
The Goal
Imagine a brand, “Chic & Co.,” is launching their new winter collection with a primary goal to drive sales efficiently while exploring new customer segments. They choose Advantage+ Ads to leverage AI-driven optimization for both creative and audience targeting.
Step 1: Select the Campaign Objective
The first step is to define what success looks like. Chic & Co. selects the Sales objective since their priority is increasing purchases through their online store.
Step 2: Upload Creative
Next, Chic & Co. uploads a variety of creative assets to give the system the inputs it needs to test different approaches. Advantage+ creative includes:
By the way, this is where Marpipe can come in and help you turn a handful of assets into hundreds with just a few clicks.
Step 3: Define a Broad Audience
With Advantage+, the focus is on starting broad to allow the AI to find the most relevant audience. Chic & Co. inputs:
This broad targeting lets the AI test and refine who to focus on for optimal results.
Step 4: Let the Campaign Optimize
Here’s where Advantage+ Ads shine. The campaign automatically generates hundreds of creative-audience combinations and tests them in real time. It optimizes for:
Advantage+ Ads can be really effective whether your aim is to launch or scale a campaign. And, although they take away a lot of the control channel managers have become accustomed to, you can still start broad, learn quickly, and then break out new campaigns based on your findings. It’s very likely that you’ll see tangible performance improvements, unlock even more budget, and be able to execute even more campaigns than ever before.
As of writing this article, Meta has released two different ad campaign types for companies to use. These are shopping and app campaigns; one is used specifically for shopping purposes while the other focuses on their applications like Facebook and Instagram. The goal of the two campaigns is the same: enhance the performance of your catalog ads by targeting the right people with less output from you and more AI.
Once you've implemented the Meta+ pixel on your website to track user behavior, you can start creating your first Meta Advantage+ shopping campaign.
Here are the steps you need to follow:
Advantage+ Ads have become one of the most popular tools in a marketer's tool belt because they provide so many benefits:
The alternative to Advantage+ Ads would be dozens of manually created and managed campaigns, each with varying combos of creative and audience types. Not only would a manual approach not be sustainable, but it wouldn’t unlock the ability to dynamically allocate budget to the most performant combination since each campaign would need its own daily or lifetime budget limits set in the platform.
Increase Visibility & Variety
Unlike other advertising platforms that only offer a couple of combinations for showcasing your products, Meta creates 150 combinations and runs each in different placements across the ad network to find you both the messaging and placement that delivers the best performance.
Advantage+ turns the process of testing from exhausting to exhilarating for any data-driven marketer. You’ll have much more data and feedback around what’s working and what’s not and be able to continuously feed new inputs inspired by your learnings.
While Meta's Advantage+ Ads have the ability to achieve incredible results, it's not guaranteed. You'll need to follow these tips to get the most out of yours:
One of the first things you should do is install the Meta Pixel on your website so you can observe your user's activity and see when you've converted them. Meta will provide you with the pixel when you register for their Advantage+ tool. You'll have to copy and paste the code on the back end of your site and ensure all events are working correctly so that the ads can properly understand what actions people are taking on your product detail pages, in the cart, and across your entire site.
Don't be afraid to test as many campaign variables as possible to see which ones pull in the best results, especially at the start. Start by gathering by brainstorming what it is you’d like to test for, for example:
Stand out among the crowd and catch the user's attention by making eye-catching ads. This can be done by adding professional photos, interactive videos, and/or compelling copy that makes someone want to learn more about your product. We've made this extremely simple with powerful tools inside Marpipe — make sure you give it a go!
It's one thing getting someone to click on your advertisement, but your ultimate goal will be to convert them. Establishing a precise pathway for conversion for when they land on your website will give you a better chance of making them paying customers.
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Meta has taken a leading role in the development of artificial intelligence, and you can see that company owners like you will benefit from it the most.
Don't miss the chance to start benefiting from Meta's Advantage Ads today. But remember, their 150 combinations can only do so much. If you want to stand out among your competitors, sign up with Marpipe today to improve the creative automation of your advertising campaigns. Get access to our huge library of templates, images, and design catalogs that will take your advertising game to the next level.
