The advertiser selects nothing but the country, leaving the ad platform to find the best audience, devices, and placements in order to reach core advertising goals. That, in turn, requires significant testing of multiple factors to arrive at that ideal campaign setup for your business.Ĭompare that with ASC, which dynamically manages the delivery of ads to the most relevant audiences and placements possible. In BAU Facebook campaigns, advertisers are able to manually adjust seven manual levers to arrive at their top audience. Understanding these differences and benefits plays a role in deciding whether setting up your own ASC campaign makes sense in your situation. That said, the underlying reasons leading to these metrics are crucial in making the case. Those are drastic increases, and they’re worth chasing for any advertiser looking for campaign optimization. They also conducted a global test, which found that ASC campaigns (when added to current BAU campaigns) led to an average 17% improvement in CPA, and an average of 32% increase in ROAS compared with BAU-only campaigns. 4 Benefits of Meta’s New Advantage+ Shopping CampaignsĬreating a campaign within the new ASC setup comes with a few potentially significant benefits for advertisers when compared to the existing setup.Ī recent Meta study of 15 A/B tests found that Advantage+ Shopping campaigns drove a 12% lower cost per purchase compared to BAU setups. We’ve leveraged Meta’s new ASC solution with successful outcomes so let’s dive into the details and nuances of the setup, how it differs from business as usual (BAU) campaigns, and how businesses can implement their own best practices to achieve those same benefits. The core benefit, as described by Meta: leveraging greater flexibility to optimize campaigns for better performance, greater personalization, and more efficiency. Designed for both eCommerce and direct-to-consumer advertisers, Meta’s Advantage+ Shopping Campaigns (ASC) is a more automated process designed to dynamically target relevant audiences and test multiple creatives directly against each other.
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