Understanding Meta’s Advantage+ Campaign Setup: A Comprehensive Guide

Introduction

As Meta’s Advantage+ Campaign setup becomes widely available, many advertisers are encountering changes and missing features that have led to some confusion. While the core functionalities remain, the way campaigns are created and managed has evolved. This comprehensive guide aims to clarify these changes and provide insights into optimizing your campaigns with the new setup.

Table of Contents

• What is Advantage+ Campaign Setup?
• Available Objectives
• Transition from Advantage+ Shopping Campaigns
• Budget Management in Advantage+ Campaigns
• Audience Configuration
• Placement Options
• Turning Off Advantage+
• Conclusion

What is Advantage+ Campaign Setup?

Meta’s Advantage+ Campaign is a newly streamlined approach to campaign creation, designed to simplify the process and enhance efficiency. The initial choice between automated and manual campaigns is no longer present. Instead, users are taken directly into the campaign creation process, where three main elements—budget, audience, and placements—determine whether a campaign is classified as Advantage+.

If these elements are left unchanged, the Advantage+ status remains active. Meta encourages the use of defaults, as advertisers often achieve better results when adhering to these settings. The Advantage+ setup is primarily about leveraging these default settings to optimize performance.

Available Objectives

Currently, the Advantage+ Campaign setup is available for specific objectives: Sales, Leads, and App Promotion. Other campaign objectives still utilize the traditional manual setup. It is anticipated that Meta might expand the Advantage+ setup to other objectives in the future.

Transition from Advantage+ Shopping Campaigns

Meta has rebranded Advantage+ Shopping Campaigns as Advantage+ Sales. However, this change is more than just a renaming. The unique features of Advantage+ Shopping Campaigns, such as minimal targeting inputs and placement editing restrictions, are not carried over. Instead, Advantage+ Sales campaigns are akin to manual Sales campaigns, with the advantage of defaults being encouraged.

Budget Management in Advantage+ Campaigns

In the new setup, the Advantage+ Campaign Budget is enabled by default. This means the budget is managed at the campaign level unless users opt to switch to an Ad Set Budget. However, switching to Ad Set Budget when multiple ad sets are involved will deactivate the Advantage+ status. This is because allowing Meta’s algorithm to dynamically allocate the budget across ad sets tends to yield more efficient results.

Audience Configuration

The Advantage+ Campaign Setup merges the previous audience controls into a single section. Advantage+ Audience is enabled by default, meaning audience suggestions are used. While users can still provide audience suggestions, Meta’s algorithm may deliver ads beyond these groups to optimize results.

To restrict targeting, users must actively uncheck suggestions, which will turn off the Advantage+ status. This change aims to prevent overly restrictive targeting that could hinder performance.

Placement Options

Advantage+ Placements are automatically enabled in the new setup. This allows Meta to distribute the budget across all available placements for optimal results. While customization is possible, making significant changes to placements can deactivate the Advantage+ status. Meta has intentionally made it more challenging to edit placements to discourage unnecessary restrictions that could impact performance.

Turning Off Advantage+

Turning off the Advantage+ status is generally discouraged unless there is a compelling reason backed by data. While retaining the Advantage+ label is not inherently magical, adhering to defaults usually leads to better results. However, there are exceptions where specific targeting or placement adjustments are necessary to avoid exploiting algorithmic weaknesses.

Conclusion

Meta’s Advantage+ Campaign setup offers a streamlined and efficient approach to campaign creation, emphasizing the use of default settings to optimize performance. While the changes may require some adjustment, understanding and leveraging the new setup can lead to improved results. As always, it’s essential to evaluate your specific needs and objectives when deciding whether to adhere to or deviate from the defaults. Have you tried the Advantage+ Campaign setup? Share your thoughts and experiences!

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