Meta has expanded the capabilities of its Advantage+
Shopping Campaigns to provide social media marketers with additional audience
insights and targeting options. The new features allow advertisers to better
segment engaged customers and optimize campaign performance through testing and
learning.
Advantage+ Shopping Campaigns are Meta's automated
advertising solution for driving online sales on Facebook and Instagram. With
automated bidding, delivery, creative optimization and reporting, the
self-service ads can help businesses boost purchases and return on ad spend.
Meta's research shows Advantage+ Shopping campaigns typically deliver a 17%
improvement in cost per acquisition and 32% increase in return on ad spend
compared to non-automated campaigns.
A key update now gives social media marketing professionals
(SMM panel) access to a new engaged customers audience. Meta defines engaged
customers as people who are aware of a business or interacted with its products
or services in some way but have not made a purchase. With the new setting,
advertisers can create a custom audience of these engaged individuals and
analyze their responses separately in Advantage+ campaign reports.
Segmenting engaged customers from new prospects provides
valuable insights for campaign optimization. SMM panel may test different
creative messages or offers tailored to each group's level of interest. For
example, messaging focused on re-engagement could work well for those
previously exposed but not yet converted. Understanding each audience's
tendencies through testing helps maximize campaign performance over time.
The engaged customers feature offers another lever for SMM
panel to refine audience targeting strategies. Pairing it with other options
like lookalike audiences, custom affinity audiences, and placement targeting
allows for highly tailored combinations. Not all audiences respond equally to
the same ads or placements, so testing various combinations is important. With
experimentation, SMM panel can home in on the highest-converting combinations
for their business goals and budget.
Another benefit of the new setting is visibility into how
engaged customers versus new, unexposed prospects interact with an Advantage+
campaign. Comparing metrics like click-through rate, purchase rate, average
order value, and others sheds light on which creative or offer types most
appeal to each group. With that knowledge, SMM panel gain power to optimize the
campaign approach, copy, creatives and offers to further boost results over
time.
For example, one SMM panel tested a campaign promoting a new
product line. After analyzing engagement differences between engaged customers
and new prospects, they found engaged customers responded much better to
discount offers while new prospects preferred informational creatives. Being
able to recognize these subtle audience preferences allowed the SMM panel to
tailor the campaign approach for higher performance.
Overall, the engaged customers feature and automated
optimization of Advantage+ Shopping Campaigns give SMM panel valuable tools to
scale up their acquisition efforts efficiently. When testing and optimizing
campaigns regularly based on performance data, patient SMM panel can
significantly grow sales and return on ad spend over time. With practice and
data-driven decisions, Advantage+ users reap the rewards of targeted,
high-converting Facebook and Instagram advertising.
If you're looking to supercharge your social media
marketing, visit Great SMM where we offer a full-service SMM panel. Our experts
handle campaign set up, management, and testing so you can focus on your core
business. Contact us today to learn more about how we can help optimize your
Advantage+ Shopping Campaigns and drive more sales through Facebook and
Instagram.
