Key Takeaways

1. Introduction to Advantage+ Shopping Campaigns (A+SC or ASC):

   • Launched in BETA in August 2022
   • Uses machine learning to dynamically serve ads to audiences most likely to convert
   • Allocates budget efficiently across different audience segments

2. Benefits of META A+SC:

   • Combines retargeting and prospecting in one approach
   • AI helps uncover new potential audiences
   • Easy to set up and manage
   • Allows importing of high-converting ads from other campaigns
   • Constantly evolving with new features and functionality

3. Case Studies:

   • Boots Christmas Campaign: 10% decrease in CPA, 7% increase in ROAS
   • Carlow Awareness Campaign: 1.7x more orders, 4.3% decrease in CPA
   • Smol Increasing Sales Campaign: 51% lower CPA, 2x more orders

4. Best Practices:

   • Keep audience lists up to date (Engaged Audiences and Existing Customers)
   • Optimize towards different events, not just purchases
   • Test different performance goals (set realistic minimum ROAS)
   • Use both browser events and Conversions API for tracking
   • Utilize Audience Controls to limit reach
   • Manage Placements at the account level
   • Add budget caps for existing customers to focus on new acquisitions
   • Test various ad creatives (up to 150 per campaign)
   • Use unique frames for carousel ads and experiment with price overlays
   • Monitor performance for new vs. existing customers

Action Items

1. Implement A+SC:

   • If available, start testing META Advantage+ Shopping Campaigns

2. Audience Management:

   • Update and segment audience lists regularly
   • Create separate lists for engaged non-purchasers and existing customers

3. Optimization Strategies:

   • Experiment with different optimization events beyond just purchases
   • Test various performance goals, ensuring realistic minimum ROAS

4. Tracking Setup:

   • Implement comprehensive tracking using both browser events and Conversions API

5. Campaign Controls:

   • Use Audience Controls to refine targeting
   • Set up account-level placement management
   • Consider adding budget caps for existing customer segments

6. Creative Testing:

   • Develop a variety of ad creatives (static images, videos, carousels, catalog ads)
   • Design unique frames for carousel ads
   • Experiment with different price overlay styles and positions

7. Performance Monitoring:

   • Regularly review performance metrics, especially comparing new vs. existing customers
   • Keep an eye on high-performing ads from other campaigns for potential import

8. Stay Updated:

   • Given the BETA status, stay informed about new features and best practices

Remember: META's Advantage+ Shopping Campaigns offer a powerful, AI-driven approach to e-commerce advertising. Regular testing, optimization, and staying current with new features will be key to maximizing performance.

For more information:

• Twitter: @samanthanoble
• LinkedIn: @SamJaneNoble
• Presentation Deck: Speakerdeck.com/samjanenoble
• Contact: 020 8123 0290, info@biddablemoments.com