Now, the Advantage+ Campaign setting seems to be working for everyone, advertisers are reporting missing features and confusing campaign creation. A detailed guide is needed to clear this guide.
In almost every case, you can continue to do what you were able to do before. But the way you do this has certainly changed.
Let’s take a closer look…
What are Advantages + Campaign Settings?
Advantages + Campaigns are a new way to create campaigns that make setting up easier than before. The initial prompt is gone when creating an activity to choose between automation (such as Advantage+ Shopping) and manual activity.
You go straight to the campaign.
There are three main elements to determine if a campaign is an advantage+:
- Budget
- audience
- Placement
If you don’t make any important edits to these three, Advantage+ will remain. If any changes lead to a steering advantage + OFF, you will be notified, which means your campaign is not fully optimized.
Now, I don’t believe that when the advantage + “on” vs. “close”, I find any magic dust. It’s more about campaign scores, incentives and encouragement of use of defaults.
The reason is not a mysterious reason. Meta found that advertisers using default values were more likely to get better results. Therefore, this new campaign setting further prevents changes that may harm performance.
Available targets
As of now, Advantage + Campaign Creation only applies to the following goals:
- Sales volume
- lead
- Application Promotion
This means that at least for now, you can still have old manuals for other goals and tailored options.
Personally, I think why other targets are not available. I think it’s easiest to start with these goals, and others will follow.
No more advantages + shopping activities
It should be noted that Meta announced the renaming of Advantage+ Sales as an Advantage+ shopping event.
This is an oversimplification of what is happening. Advantages + Shopping is disappearing. I’m not sure why Meta positioned it as a simple rename.
Advantages + Shopping is unique for several reasons:
- Almost no target input
- No ability to edit positions
- Existing customer budget caps (which have been eliminated in recent months)
- One ad set, no more can be added
- Encourage up to 150 creative combinations
None of these carry out advantages + sales activities. The best way to describe the strengths + sales activity is to use the manual sales activity of the previous method, but without any material edits to the default.
Advantage+ Sales allows multiple ad sets, and previous rules and ad counts for manual campaigns continue to apply. There are no more than 50 ads per, but metadata discourages more than six.
Budget
Created with previous manual campaigns, the Advantage + Campaign Budget is turned off by default.
But now, when you create a campaign with the new simplified method, there is a budget section in the campaign where the advantages + automatically opens. In other words, by default, the Advantage + Campaign Budget will continue.
You can still switch to the ad set budget if you prefer.
Beware of this
Because by default, because Advantage+ campaign budget is by default, some options may not be available if you intend to use an ad set budget with a single ad set.
For example, when the Advantage + Campaign Budget is launched, you cannot set the cost of each result target in the ad set.
If you maintain the advantage + campaign budget, edit bidding strategy will happen in the campaign.
This policy will apply to all ad sets in your campaign.
There are similar issues if you want to set up a budget schedule in your ad set.
Since the Advantage+ Campaign budget requires a single campaign budget, this customization will be done at the campaign level.
This may be obvious if you plan to use the Advantage + Campaign Budget. But now it’s already started by default, and it can be confusing if you create only one ad set.
Change-reversal advantages + close
Suppose you have only one ad set, switching to ad set budget does not necessarily turn off Advantage + close. In this case, the behavior is the same regardless of the strengths + campaign budget launch.
However, if you select and create multiple ad sets, switching to ad set budget will turn off Advantage + Close. This will also lead to lower campaign scores.
Why? Because forcing meta to work within the ad set budget is a limit and best option. In theory, you are more likely to get the most results by allowing the algorithm to dynamically allocate your campaign budget between ad sets to achieve efficient spending.
audience
The audience settings for previous manual activity were found in separate audience controls and Advantage+ audiences.
The new Simplified Advantages+ Campaign Setting combines these settings into a single audience section, whereby the Advantages+ is by default. In other words, Advantage+ audience will be used.
Audience controls still include location, minimum age, custom audience exclusion, and language.
Since these are controls, Meta uses them as fixed constraints.
But otherwise, you can provide audience advice with custom audience, audience, age range, gender and detailed targeting. When you do this, meta can still move ads beyond those groups.
Things to remember
In the previous manual version of Campaign Creation, you can turn off the Advantage + Audience by clicking Switch to Original Audience.
When I covered it extensively in a separate post, it was just a design and language change. You still have the same control as before, but the way you control your audience is different.
Instead, you will click “Further limit the scope of your ads.”
After switching, you can choose age range, gender, custom audience, or detailed targeting as suggestions or fixed constraints.
Please note that whether you can turn off suggestions about audiences or detailed positioning depends on your performance goals. The rules that allow this allow remain unchanged from previous methods.
What may be confusing is that terms such as Advantage custom audience, similar advantages and detailed positioning of advantages are nowhere to be found in new designs. This is because there is no difference in how your ads are delivered, whether using one of these methods or taking your input as a suggestion, your audience is expanding through one of them.
Change-reversal advantages + close
Changes to controls and audience suggestions will not affect your strengths+ settings. Amid these changes, the Advantage+ will continue to exist.
However, when you change the limit positioning and uncheck the suggestion, the advantage+ will be turned off.
Why? Because limiting your audience in this way limits the ability of Meta to get results. In theory, these limitations can hurt performance.
Placement
When created with an old manual campaign, it is obvious that by default, Advantage+ Becements is turned on.
This means that all locations are available and Meta will automatically allocate your budget between placements so you get the best results.
The new Advantage + Positions section in the new Advantage + Campaign settings does not mention Advantage + Positions. At first glance, all we know is the Advantage+ is launching.
This means taking advantage of what was previously known as Advantage+ location. If you click See More Settings, you can discover a variety of customizations available.
Potential traps
Over the years, Meta has gradually buried the options for editing locations. Of course, this was intentional. Meta knows that when advertisers are not necessary, locations are usually removed, thus damaging the results in the process.
Well, Meta now burys these environments deeper. However, you can do anything you can with the old design. You need to hover over each individual section to edit through the device and the operating system…
platform…
Placement…
Skipable ads…
And brand safety and applicability…
Change-reversal advantages + close
Most (but not all) positioning customization will convert the advantage + off. Actually, I was surprised that some of the changes placed would not turn it off. There are only a few examples…
1. Only Android devices are included when connecting to WiFi only.
2. Remove the threading platform (probably early release supervision).
3. Exclude jumpy videos.
Close Advantages+
Of course, the question is, does it matter if the advantage + close? This is mainly brand and visual alerts to preserve the default values, which on average indicate better results can be achieved. But keeping the “Advantage+” tag doesn’t necessarily have anything magical.
I do believe that you should prioritize the defaults where possible. But there are always exceptions. Before the new simplified campaign was created, I documented how to determine when it should break from the default value of the Meta. These rules still apply.
If there is a specific weakness, that Meta’s algorithm can take advantage of more (but lower quality) results, then you should control where possible. An example I encountered is the occasional weakness found in the age group and lead. For whatever reason, algorithms can sometimes use ages 65 and older to get cheap clues. However, if they are of lower quality, you need to remove the maximum age as a suggestion.
Since it is currently only available for sales, leads and app promotion targets, Advantage+ Campaign Creation is currently available for when it comes to function. Of course, you can use sales or leadership goals using link clicks or landing pages to view performance goals. If you do this, I highly recommend that you delete the location of your audience network.
Bottom line: Conversion Advantage + OFF should be an exception, not a rule. There is a good reason to turn it off and be supported by a lot of the latest data.
now you
Have you used the simplified benefits + campaign creation? What do you think?
Let me know in the comments below!
