It is now possible to (partially) personalize spending on the new Advantage+ campaigns. As a reminder, Meta integrated this new type of campaign in the summer of 2022. The aim is to automate conversion campaigns by reducing the number of manual settings required. This system enables Meta to automatically choose a certain number of setups for advertisers, and let its algorithm work to find the most relevant audiences.
Until now, advertisers have not been able to customize certain parameters of their Advantage+ campaign. Since the beginning of 2023, it has finally been possible to integrate specific spending limits on the existing customer base. This feature represents a significant advance, as it gives greater control over the acquisition strategy and enables investments to be adjusted according to each brand’s objectives.
It’s important to specify that Meta understands “existing customers” to mean any personalized audience created via your databases or Pixel Meta, and not just your active customers or recent buyers. This includes visitors to your site, subscribers to your newsletter or similar audiences generated from your data.
How do you divide your expenses according to your objectives?
Depending on your primary objective, you can now fine-tune the spending limit on your personalized audiences. If your goal is to convert, then it’s advisable to set a very high limit, or even no limit at all, on this existing customer base. The Advantage+ algorithm will then focus on remarketing, which generally generates the best conversion rates.
Conversely, if your priority is toacquire new customers, it’s wiser to limit spending on existing audiences. This will force Meta to seek out similar but new profiles, helping to broaden your customer base.
It’s a question of dosage and strategy. For a more granular approach, split testing Facebook ads can be very useful. This type of test allows you to compare the performance of different budget allocations, identifying the most profitable combinations according to your targets.
Conversion Lift: an indispensable measurement tool
To assess the relevance of your Advantage+ strategy, it’s also essential to measure the real impact of your campaigns on your business results. Have you heard of Conversion Lift? This tool, offered by Meta, enables you to determine whether your ads have had a direct effect on your sales, by comparing a group exposed to your ads with a control group. To find out more about this methodology, read our article: how to perform a Conversion Lift?
By integrating these studies into your analysis routines, you gain a clearer view of the real contribution of your advertising investments, helping you to arbitrate your budgets more intelligently between acquisition and loyalty.
The team’s opinion
For advertisers who have integrated Advantage+ into their Meta acquisition strategy, our Facebook Ads agency recommends setting specific spending limits on existing audiences. This allows them to keep control of their strategy and better balance their efforts between loyalty and conquest.
What’s more, we strongly recommend that you regularly enrich your Pixel Meta. Why do you do this? Because the more data you provide (customers, visitors, subscribers), the better the algorithm will be able to target your future prospects. This facilitates cost management and improves overall campaign performance.
Think omnichannel and long term
Effective Meta campaigns don’t just rely on technical optimization. It also depends on your ability to generate a consistent, engaging presence across all your channels. For example, brands that want to grow on Instagram need to create content that encourages interaction and loyalty. Find our advice on the subject here: growing on Instagram.
By integrating Advantage+ into a global performance logic, you’ll be able to better exploit the power of Meta advertising while staying on track with your growth objectives. Automation should not mean loss of control, but rather better management, based on data, analysis and continuous experimentation.
Would you like to take your Advantage+ campaigns one step further, or benefit from personalized advice? Don’t hesitate to contact us. Our experts are here to help you activate tailor-made strategies, adapted to your sector and your targets.
