Automation is a strategic objective for various advertising platforms. Now it’s Méta’s turn to offer an advertising automation solution for advertisers, particularly SMEs. Based on tests carried out, Méta claims a 12% reduction in average CPA.
What are Advantage+ campaigns?
Méta has named its new conversion campaign automation model Advantage+. Essentially, it’s an easier way to set up conversion campaigns, reducing the number of manual settings required by allowing Méta to automatically choose a number of setups for you.
Unlike traditional conversion campaigns on Facebook Ads, an Advantage+ campaign combines campaign creation steps, ad sets and two-step ads. They also remove the need for manual entry of parameters such as bidding strategy and optimization methods, and encourage advertisers to use dynamic ads. What’s more, you’ll be able to add up to 150 creative combinations at a time.
For the time being, you still have the option of manually modifying the automatic settings, according to your preferences.
How do I configure Advantage+ campaigns?
Before getting started, it’s a good idea to carry out a Facebook ads audit, to make sure everything is set up correctly. Advantage+ campaigns can be set up via the Facebook Ads Manager. If you’re creating a campaign, choose “Conversions” as the campaign objective and you’ll see, if your account is eligible, the Advantage+ campaign option appear. Facebook will prompt you to complete the usual two-step configuration steps, such as campaign name, targeting, visuals and ad text.
Advantage+? campaign benefits
Facebook describes Advantage+ campaigns as “simplified”, “proven” and “recommended”, which means:
- Simplified – They have a simplified configuration to help advertisers create campaigns in fewer steps.
- Proven – They helped companies create high-performance conversion campaigns when they adopted Advantage+’s recommended and optimized parameters. Like all the platform’s innovations, these camapgnes have first been tested by selected advertisers, often in the USA, during trial periods.
- Recommended – These have predefined parameters that are optimized and recommended for certain companies. Overall, they will simplify your campaign creation process and reduce the amount of manual work required to set up your ads.
What’s more, Advantage+ allows you to set up automatic optimizations, which in a number of cases reduces recurring, energy-consuming tasks:
- Advertising content optimization: you can import up to 50 images or videos, 5 text options and 5 titles. The algorithm will then test as many variations as possible to find the most effective ones. You can also create ads linked to your feed, eliminating the need to create ads by product.
- Multimedia content enhancement: this option is revolutionary in that it allows you to enrich the quality of an image or video via several options:
- Automatic brightness and contrast adjustment
- Application of filters to sharpen, adjust color temperature or radial blur.
- Changes to the composition of advertising: certain adjustments will be made automatically in order to attract the interest of users:
- Display the most relevant comments under your ad
- Text combinations: depending on placement, the text you supply can be used as main text, description or title.
The Effinity team’s opinion
Advantage+ campaigns introduce a simplified, “all-in-one” campaign creation process that has long been lacking on Meta Ads, especially for advertisers with no real digital expertise. They are an excellent introduction for advertisers wishing to try out new things on Meta.
The experts at our Facebook Ads agency believe that Advantage+ is an excellent complement to an acquisition strategy that’s already well established on Meta Ads. The ever-changing environment, the rapid development of algorithmic power gives advertisers more and more solutions. It would be a shame not to take advantage.
To find out more about Facebook Advantage+, contact our experts.
