all right welcome everybody to the advanced guide to scale with Advantage Plus shopping campaigns on met ads in 2024 so to give you context in regards to Advantage Plus and then we'll see the structure of the video it's going to be video one out of two there's going to be two videos for this serious so I discovered Advantage Plus shopping campaigns when meta introduced those in Europe in February of 2023 in an event and then I went to the Madrid headquarters in October 24 right before Black Friday when they introduced the beta phase of manual
bidding inside of Advantage Plus and we managed to be inside this beta phase to test manual bidding inside of Advantage Plus and it was phenomenal so to give you a bit of a little bit of context specifically in this that account I've managed to spend so far 800k since the release of this campaign format pretty successfully I mean the top campaign we did was at a 4X draw spending 220k so yeah phenomenal performance highly recommend it but you need to know specifically how to use it right so in this guide we're going to see a
basic definition of Advantage Plus shopping campaigns the updates that meta has just released for this campaign format I'll give you a few best practices in my opinion and then I'll give you the best practices that meta recommends and then we will see a scaling strategy and how I use Advantage Plus inside my whole strategy to horizontally scale my winning ad creatives landing pages and formats so let's get straight into it as a definition at the end of the day Advantage Plus campaign this is a solution by meta which they call it a product um that
has been designed to lower the setup time so it's pretty fast to set up increase the efficiency of targeting I will explain how in a second and improve the delivery of your ads so it's just another type of campaign to keep it simple now when they introduced it um in in this event they were talking about artificial intelligence artificial intelligence ai ai all of the time so the reason metad delivery is usually machine learning purely now with Advantage Plus campaigns they trying to mix this machine learning with artificial intelligence for many reasons but basically to
personalize the ad experience a lot more and also to kind of counter these tracking issues limitations privacy stuff um they're trying to do that with AI so as a definition um these campaigns use AI to figure out your target audience and deliver your ads specifically to the people that are in a purchasing journey of a product like the one you're selling so if I'm selling sunglasses and I go at to card in a specific website then if I run a different brand that's also selling sunglasses with Advantage Plus I can deliver my ads to the
person that has done an add to card to a different brand so basically it's like targeting other people's traffic so they spend in prospecting they create an audience of add to cards and then with Advantage Plus you're retargeting those people that you don't own necessarily if you know what I mean so it's nice because you're you're going super specifically into targeting people who are in the purchasing journey of that specific product so the way they call it is combines your customer knowledge with AI to reach the most relevant audience what is a relevant audience the
audience that's in the the middle of a customer journey of a specific product so yeah it's nice um as another finition you basically reach higher intent customers with greater ease and results so high intent that's basically Advantage Plus a couple of updates that are interesting and applicable for everybody when it comes to Advantage Plus as I mentioned before you can do manual bidding in Advantage Plus well I mean you can do apart from CCAP which is what I mentioned there you can also do um max value and you can do max value with Target RWS
I usually only do cost cup you cannot do bit cup so far so I don't know if they they will roll it out in the future but and the other one is excluding retargeting audiences and checking that Adent per audience in the breakdown that we'll see in a second let's start with manual bidding so here's an example of campaigns where I've used manual bidding like CCAP 120 ccab 50 ccab 60 70 depending on the campaign in the season um to successfully scale my Advantage Plus campaigns like spend 25k at a 3.66 spend 14k at 4.5
R it works great it's just part of my scaling strategy horizontally specifically so and you see it summer sales Black Friday um different times Different Seasons Winter sales we just go with it and it works pretty good so to set it up you basically in the in the campaign level in this case conversion you choose website maximize number of conversions choose your pixel whatever conversion event purchase in here you basically set up your cost C so for this you can watch I don't know if I'm going to be able to suggest it around here um
I'll leave in either here or in the link a uh video about manual bidding that that I uploaded in the past check that video out about manual bidding and then you can come back to this video and end up seeing how I'm using cost CS in these campaigns but basically yeah in here you set a cper result super easy nobody's doing it I highly recommend you do it with your winning cost caps and um you scale further the other one is um excluding or controlling how much of your Advantage Plus campaign budget is going to
retargeting the issue that we had in the past before they rolled out all this update was we didn't know how much of this budget was going to retargeting and then you see a Ras of 10 in this Advantage Plus campaign and you're like is this real or is this coming from retargeting you don't know so they rolled out the capacity to see it like this so I will explain how in a second but now you can see these Advantage Plus campaign is giving me um from the new audience is giving spending most of the budget
and I spend I don't know two three four five% I remember um on existing customers and that's what I want for this brand it's perfect so that's how we do it now how do you set this up you want to go to um advertising settings from here you want to go to audience segments then you want to click on um you can exclude also engaged audience I usually don't exclude it it's up to you depends on how much retargeting you do you want to do so existing customers you want to upload your um csb or
dynamic clayo audience what however you have it but upload your customers in here um and once they are uploaded just click on confirm and then from this you want to set this up in the when you're creating the campaign under budget so here's budget existing customer budget cup here is where you're going to limit that right so in this case it's 5% depending on your retargeting strategy you're going to put 5 10 15 I don't know but for me uh to clients I would not deliver more than 5% I want to keep them in the
loop um especially if it's a new campaign but um yeah no more than 5% and um in here is where you can see then new audience and existing customers spending 150 to existing customers it's completely fine and good for us and then the majority of the budget is going to uh new audience so this is perfect now in terms of best practices I want to Super simplify this I don't I'm not going to give you like a manual of best practices super Theory stuff um you basically first want to limit the retargeting audiences especially the
the ones for the existing customers you don't want to overd deliver your ads to them it's useless then you want to at least use um three ads per Advantage Plus shopping campaign these campaigns like it's AI so you basically have to give meta a few options in order to improve the deliverability of those ads that specific campaign and get in the customer journey of a lot of people who are interested in purchasing products like yours get like reach them with the best possible ad combination so you don't know if that specific people is going to
react better to video image or whatever so at least three ads and then at low scale I do not put more than five ads per Advantage Plus campaign um in the scaling strategy I will explain why but um I don't usually do it so the me the recommendation by meta is you want to use at least 10 to 20 assets featuring a wide variety of creative approaches so basically you want to put product images lifestyle videos whatever the thing so 10 to 20 creatives I don't put 20 creatives per ad Vantage plus that's my opinion
um I think it's wasting creatives especially if you use it in the middle of your scaling strategy if you use it for testing or you just want to yeah I'm going to set up one advantage plus you can put 20 but if it's in the middle of a scaling strategy where you have some rules I don't do it last but not least um in terms of optimization it's not complicated imagine you have the Advantage Plus campaign at 100 a day if all the budgets going to a specific ad out of the five ads that you
have all the budgets going to one ad and it's not performing for the last 4 days it's out of kpis turn off the ad and let the budget run into the other four ads before you downscale from 100 to 50 okay so you want to optimize on the ad level first and then you want to optimize on the campaign level in terms of budget and the scaling strategy I mean we're going to cover it in a specific video because I want to take my solid 10 minutes to talk about um scaling when to use in
my strategy Advantage Plus cuz it's it works but it's not the best like personally I prefer cbos at this point but um they have their own place so and they work well so how to scale them vertically if it's different to machine learning cbos or not how to scale them horizontally cost C how many ads per Advantage Plus Etc how to do manual bidding and um basically troubleshooting fixing stuff with Advantage SP campaigns so yeah in the next video uh just give me a few days in case you're watching it the day that I upload
it and in case you're watching this in the future I'll try to leave the video recommended somewhere in here or you can go to my channel and check it out where I will explain the whole scaling strategy and where exactly Advantage Plus comes into place so yeah thanks for watching uh subscribe for the next video and uh yeah I'll see you in part number two let's go
