Holiday Planning

If You Are Not Testing Advantage+ Shopping (ASC), You Are Missing Out!

With consumer hesitations to buy and rising media costs, brands must maximize every dollar in their media mix to win this holiday season. If you are not testing Meta Advantage+ Shopping Campaigns before holiday, you are missing out!


What are Advantage+ Shopping Campaigns?

Advantage+ Shopping Campaigns (ASC) are a new Meta tactic, leveraging comprehensive machine learning to drive higher incremental returns for ecommerce and retail DTC brands. It is part of a rebranded suite of automated advertising tools, Advantage+, which automates either campaign creation entirely or one of the 5 steps for manual Ads Manager campaign creation (audience, budget/bidding, destination, placements, and creative) to ultimately connect interested shoppers to relevant ads and efficiently deliver the right ad to the right person. 

Instead of marketers creating multiple campaigns (several for dynamic tactics and others for non-dynamic tactics) with different segmentation, ASC can effectively do this in one campaign. ASC automates up to 150 creatives at once, saving advertisers more time, which will enable them to think strategically about their business.¹ While segmentation opportunities are limited beyond new vs. existing customers, the effectiveness we’ve seen so far suggests this tactic to be a strong addition to marketer’s media mixes.

ASC is available only for the Sales objectives. See the full list below of what factors are supported or unsupported by ASC. Refer to Meta support portal for more information.

Note- ASC is available to all verticals except Auto, 10% of eCommerce and Retail advertisers are currently ineligible.

Why We Are Loving It?

Compared to business-as-usual (BAU) media mix, we are seeing ASC drive up to a 25% increase in attributed return and a 101% increase in incremental return² in the Meta platform. This is made possible by increases in more efficient delivery and engagement which translates to more efficient conversions. Here are some of the key differentiators of ASC:

  • Ad Personalization: It can identify what sequence of ad types (video, static, dynamic) are most effective for individual users, elevating the personalization of the investment.
  • Consolidation: All of this is within one campaign consolidating all the data to elevate audience liquidity and fuel ad serving with more data.
  • Auto-Targeting: The tactic leverages new machine learning including features like auto-targeting, which automatically creates and ranks targeting segments based on user behavior.
  • Incremental Impact: It is proving to drive higher incremental impact for brands when leveraged within a Paid Social mix!

What’s A Marketer To Do?

Don’t miss out! If you are eligible for ASC, you should be testing ahead of the holiday season as a part of your Paid Social mix. The right testing methodology is critical to setting up, analyzing, and optimizing performance of these campaigns. Want to know more about how we are testing ASC or talk to one of our experts? Fill out the contact us form below:

Let’s Work Together To Optimize Your Marketing

Ovative Group is a digital-first media and measurement firm. We bring together the best of media, measurement, and consulting to enable an enterprise approach to marketing that increases our clients’ profitable revenue, strengthens their customer base, and creates sustainable competitive advantage. Connect with us to learn more. 

Cory Pearson

Director, Paid Media

About the Author

Cory is a Director of Paid Media and is responsible for leading our display and paid social team to provide best in class service. Since joining Ovative in 2017, he has developed a reputation as an inspiring leader, authentic colleague and robust subject matter expert. Cory is concentrated on building forward thinking efficiency, training and service solutions to fuel... Read More >>

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