{"id":8639,"date":"2023-03-16T13:20:17","date_gmt":"2023-03-16T13:20:17","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/"},"modified":"2023-03-16T13:20:17","modified_gmt":"2023-03-16T13:20:17","slug":"facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/","title":{"rendered":"Facebook\u2019s Advantage+ shopping campaigns: Are they worth the ecommerce hype?"},"content":{"rendered":"<p>Are you running ecommerce ads on Facebook? Then you\u2019ve probably heard of Advantage+ shopping campaigns.\u00a0<\/p>\n<p>This innovative advertising technology integrates <a href=\"https:\/\/searchengineland.com\/create-effective-facebook-advertising-campaign-393070\" target=\"_blank\" rel=\"noopener\">proven best practices<\/a> with machine learning to optimize ad delivery.\u00a0<\/p>\n<p>It allows businesses to reach more people likely to purchase their products, driving more sales with less set-up time and greater efficiency.\u00a0<\/p>\n<p>But is Advantage+ worth the hype?\u00a0<\/p>\n<p>Let\u2019s dive in and find out.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/#Advantage_shopping_campaigns_The_lowdown\" >Advantage+ shopping campaigns: The lowdown<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/#Concerns_for_ecommerce_business_owners\" >Concerns for ecommerce business owners<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/#Should_you_use_Advantage_shopping_campaigns\" >Should you use Advantage+ shopping campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/16\/facebooks-advantage-shopping-campaigns-are-they-worth-the-ecommerce-hype\/#Consider_testing_%E2%80%8B%E2%80%8BAdvantage_shopping_campaigns\" >Consider testing \u200b\u200bAdvantage+ shopping campaigns<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Advantage_shopping_campaigns_The_lowdown\"><\/span>Advantage+ shopping campaigns: The lowdown<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advantage+ shopping campaigns use automation to streamline and optimize ad delivery. This makes it easier for ecommerce businesses to reach more people who are likely to purchase their products.\u00a0<\/p>\n<p>The new machine learning models can quickly learn which creative will resonate best with customers based on where they are in the shopping journey.<\/p>\n<p>The system generates countless variations of adverts, assessing how well they resonate with audiences, and then floods the market with the variants that perform best.\u00a0<\/p>\n<p>This has led to impressive results for some brands, with the option to alter text and images automatically.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Concerns_for_ecommerce_business_owners\"><\/span>Concerns for ecommerce business owners<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While Advantage+ shopping campaigns are innovative and exciting, there are some concerns that ecommerce business owners should be aware of.\u00a0<\/p>\n<p>First, this technology is only available to ecommerce businesses at the moment. While over 90% of ecommerce users reportedly have this rolled out, it\u2019s unclear when Facebook will make this available to everyone outside of ecommerce.<\/p>\n<p>Moreover, the system requires KPI history on creatives and targeting, so you can\u2019t run it on a brand-new ad account. Someone needs to do testing before deploying Advantage+ to ensure that it\u2019s optimized for success.<\/p>\n<p>One downside of Advantage+ is that you can\u2019t define targeting.\u00a0<\/p>\n<p>For example, if you have products for women, Advantage+ would still show ads to men. This could potentially lead to wasted ad spend and decreased ROI.<\/p>\n<p>The other concern is that with Advantage+, you are giving control to the platform. While AI and machine learning have revolutionized advertising, it\u2019s essential to approach these new tools with a healthy dose of skepticism.\u00a0<\/p>\n<p>As humans, we operate based on a lot of previous patterns and our limited field of awareness and knowledge. With Advantage+, the AI has more awareness into targeting and ideal customer modeling.\u00a0<\/p>\n<p>But at the end of the day, AI cannot process your unique marketing objective or overall plan, nor does it have emotions on what direction to move to next.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Should_you_use_Advantage_shopping_campaigns\"><\/span>Should you use Advantage+ shopping campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Despite the concerns, our ad agency has had great success with Advantage+.\u00a0<\/p>\n<p>Over 80% of our ecommerce clients are on Advantage+, and the return on ad spend (ROAS) has been pretty good.\u00a0<\/p>\n<p>All we have to do is adjust the budget based on performance.<\/p>\n<p>With Advantage+ shopping campaigns, Facebook does all the heavy lifting of targeting and mainly getting qualified people to your content.\u00a0<\/p>\n<p>However, it&#8217;s important to remember that this technology is controversial because it gives control to the platform. Put in the work to ensure your content and ads are relevant and converting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Consider_testing_%E2%80%8B%E2%80%8BAdvantage_shopping_campaigns\"><\/span>Consider testing \u200b\u200bAdvantage+ shopping campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advantage+ shopping campaigns are an efficient tool that allows ecommerce businesses to work on better creatives. At the same time, Facebook does all the heavy lifting of targeting and getting mostly qualified people to your content.\u00a0<\/p>\n<p>If your ecommerce business has a proven online sales process and quality content and ads, Advantage+ shopping campaigns are worth giving a test.<\/p>\n<p>But remember, it&#8217;s just one tool in the <a href=\"https:\/\/searchengineland.com\/ppc-management-for-e-commerce-28-tools-to-explore-387801\" target=\"_blank\" rel=\"noopener\">larger digital advertising toolbox<\/a>. Approach this technology with a healthy dose of skepticism and ensure it&#8217;s optimized for success before deploying it.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/facebooks-advantage-shopping-campaigns-worth-ecommerce-hype-394318\" target=\"_blank\" rel=\"noopener\">Facebook\u2019s Advantage+ shopping campaigns: Are they worth the ecommerce hype?<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Are you running ecommerce ads on Facebook? Then you\u2019ve probably heard of Advantage+ shopping campaigns.\u00a0 This innovative advertising technology integrates proven best practices with machine learning to optimize ad delivery.\u00a0 It allows businesses to reach more people likely to purchase their products, driving more sales with less set-up time and greater efficiency.\u00a0 But is Advantage+ worth the hype?\u00a0 Let\u2019s dive in and find out. Advantage+ shopping campaigns: The lowdown Advantage+ shopping campaigns use automation to streamline and optimize ad delivery. This makes it easier for ecommerce [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8639","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8639","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8639"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8639\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}