This is how Advantage+ will change the way we work with Facebook advertising.

Facebook and Instagram advertising has long been an important part of the marketing strategy for companies worldwide. But with ever-increasing competition and complexity, a more strategic approach is needed to achieve success on the platform. This is where Advantage+ comes into the picture.

In this article you will learn about Advantage+, as well as its main functions and benefits of this form of campaign. We will also share some practical examples and results from our customers, including one of our online customers, where cost per result was reduced by 90% while the purchase number increased by 145%.

What is Advantage+? And why should you use it?

Advantage+ Shopping Campaign from Meta (the parent company to Facebook) is an automated solution specifically developed for online commerce and partly for B2B marketing.

This form of campaign applies advanced machine learning algorithms. The algorithms look at your intended results and the “advertising best practices” across Meta’s various services. This is done to obtain the best possible results with the campaign. In other words, the algorithm handles the targeting of the ads for you based on what you want to achieve to get the best results.

One of the main features of Advantage+ Shopping Campaign is their ability to reach new and existing customers in one and the same sales campaign. When you create such a campaign, you can add your stored audience and set a budget cap to how much you want to spend on the familiar audience, for example 30%. That is, it will spend 70% of the budget reaching new, relevant customers for the company and the remaining on the warm audience you have imported.

With the customers we have implemented Advantage+ Shopping Campaign for observed that this form of campaign not only often delivers the best Return on Ad Hand (ROAS) on a engaged audience, but it also excels in identifying and attracting new relevant customers. This is achieved by using their advanced machine learning technology, which effectively identifies and targets the most valuable customers.

Case 1

INEVO operates the Meta advertisement for a customer in the restaurant and café industry. In this example we duplicated a traditional manual sales campaign and turned it into an Advantage+ Shopping Campaign so that all the elements otherwise were similar. The campaigns had the same targeting, daily budgets and advertisements and were run for the same time period.

The result was that Advantage+ spent 75% less in budget, while the number of purchases increased by 145%. Not least reduced cost per result by 90% and Return on Ad Hand (ROAS) increased by 1 285%.

Do you use Advantage+ correctly?

One of the most interesting aspects of this campaign form is its unique capacity compared to standard sales campaigns.

In a regular promotion campaign, you are limited to a maximum of 6 advertisements per ad group before creating challenges for the learning phase, where the campaign works to find out what works best. In contrast, Advantage+ allows you to test up to 150 different ads. This distinguishes it significantly from other forms of promotion and gives a significant advantage in exploring and identifying the most effective advertising strategies.

And this is a property that we see that many people do not take advantage of enough. It is easy to “take to old habits and practices”. We see many who set up a campaign with a standard dynamic carousel and dynamic collection of all products, and perhaps a standard image ad. But with Advantage+ you can test far more, different creative combinations tailored to different types of segments.

While some respond better to e.g. a carousel in his feed and therefore gets more of this type of ad form, perhaps responding another better to standard image ads. Some may respond better to some kind of message, others might react better to something else. This also gives you the possibility to be more pointed in your messages and increase the probability of the recipient converting.

Here's a simplified example:

Henrik needs a new belt for his pants and is looking for belts on Google. One day later, he gets two ads in his Facebook feed from Zalando.

One ad is a carousel that shows out clothes, shoes and other things from Zalando with the message ”We have thousands of goods.“ etc.

The second ad is a carousel that shows the belt from Zalando with the message ”Discover our handsome belts from the bestselling brands“ etc.

Which do you think Henrik is the most likely to click?

Advantage+ uses a machine learning tool that will take the content of your various adverts and show them to those who the algorithm believes will respond best to this. Moreover, as this type of campaign combines prospecting and reparation at once, it is an excellent example of cross-border activity. If a customer has purchased a hanging jacket from you, they may also be introduced to the outdoor kitchen you sell through another advertisement.

In other words, Advantage+ ensures that your adverts reach the right audience with maximum effect. This is also a golden opportunity for shops with a larger range to showcase the wide range they have. Let's think about what we did for Strikemekka as an example:

Case 2: Knitting hook

Knitted metal is a leading online shop for knitted packages, yarns and accessories in Norway and one of the customers of INEVO. In the fall we set up an Advantage+ Shopping Campaign where the goal was to lift out more of the different product categories and brands The Knitting Mäcke offers to both new and existing customers. Here we have tested various ad formats, product sets and messages.

Among all the "always on" sales campaigns that the Strikemekka has run on Meta this harvest, this one has especially distinguished itself with the highest Return on Ad Hand (ROAS) for a engaged audience.

Summary

For companies that want to achieve success on the Facebook platform, Advantage+ is a must-have tool.

With advanced algorithms and machine learning, it facilitates your campaign setup and helps you identify and reach your most valuable customers. With unique properties such as the ability to test up to 150 advertisements in the same campaign, it increases the targeting and conversion potential. You get the opportunity to be more excited about communication and talk to different segments of one campaign.

How can INEVO assist?

In INEVO we work strategically and operationally with paid advertising, content and care for the specific nature of the channels. Our SOME team has a lot of experience with what kind of content works. We work operationally with Facebook, Instagram, Snapchat, TikTok, LinkedIn and Pinterest. Our Good Operating Market Assistants and SoMe Specialist has good experience with Advantage+ and can assist with various services. We can provide training in the tool, hold workshops, set up, operate and optimize campaigns for you and act as an advisor. You can read more about what we can help with here.