What’s the big deal?
To better reflect the full range of advertisers that can benefit from this product Advantage+ Shopping will be re-named Advantage+ Sales, and Advantage+ Leads are also being introduced as a new feature. Good news? Good news. So you can run Sales, Apps and Leads all within one evolved, or ‘streamlined’ campaign type – and there’ll be no option to create a ‘manual’ campaign:
How will setting this campaign up work?
Here’s where it gets confusing. Manual options to deselect placements or add/exclude audiences or provide audience suggestions (including gender and a maximum age) will be available within Advantage+ Sales campaigns, and here’s how this might look:
However, campaigns will also have a label marking them as “Advantage+ on” or “Advantage+ off” as per the above GIF, and this will only be toggled on if you accept an Advantage+ audience, placements and budget…
And yet, in Meta’s own words, your campaigns with “Advantage+ off” can still benefit if you choose the broadest settings possible and other Meta Advantage+ features.
I think we’ll need to wait and see how that one plays out!
In summary, things which are going away:
- The option to select “Automated or Manual” when setting up a campaign
- Existing customer budget caps (though you’ll be able to exclude them manually)
- Mandatory single ad sets with 150-creative limits
And things which are coming in new:
- The ability to optimise to Leads or App actions in the same campaign type as Sales
- More audience “suggestions” (though we’ve our doubts on how much this will actually control the targeting) within ASC
- Multiple ad sets per Advantage+ Sales campaign! Though each will have a limit of 50 ads, we can presume these will have ad set-level budgets…
Things which are still a question mark…
Why is this option not available for traffic, engagement or awareness? What will happen to old sales-objective campaigns or indeed, Advantage+ Shopping campaigns? Will these be ‘upgraded’? Stop running, as the old conversion-objective campaigns did when sales objectives were introduced? How accurate will lead targeting be – and how specific will we be able to get with the new campaign format whilst retaining an Advantage+ On label?
Lots to think about, but plenty of positives – more control over budgets, multiple ad sets, more scope for testing… watch this space as these features are rolled out.
