Utilising Advantage Shopping campaigns across your Meta setup
In today’s digital age, e-commerce has become an integral part of our daily lives. As consumers increasingly turn to online platforms to fulfil their shopping needs, businesses must adapt and leverage innovative strategies to stand out from the competition. One key feature we use across our Paid Social strategy is the Advantage Shopping campaign (ASC) type, a new product released by Meta late last year.
Using machine learning models, ASC drives online conversions by finding qualified users at all stages of the funnel, whether that’s prospects starting their journey at the top of the funnel or users who are already aware of your brand at the bottom. It is designed to both acquire new customers for growth and retarget existing customers. ASC intends to deliver the most efficient cost per acquisition (CPA) with maximum flexibility across targeting and placements.
So, what are the key features of using Advantage Shopping campaigns across your Meta strategy?
- Automated full funnel targeting
- Customer list uploaded at account level
- Control the existing customer budget cap
- Country-level targeting
- Up to 150 ads per ad set
We’ve done a lot of testing of ASC over the past few months, and we’ve seen great success from it.
There are a number of benefits of using ASC campaigns:
- Fast, simple setup
- Access to a separate auction that considers a greater range of signals
- Unlock incremental reach
- Reduce time spent in the learning phase
But don’t just take our word for it… Based on case studies run by Meta in December 2022 specifically looking at ASC, Meta saw:
- -17% lower CPA
- +32% increase in ROAS
Here at Journey Further, we’re actually seeing an average drop in CPA -24%.
If you want to know more about what we’ve learnt so far, give the video below a watch!