Digital advertising is constantly changing and evolving. To help marketers stay ahead of changing trends, Meta has introduced Advantage + Shopping Campaigns (ASC). These automated campaigns were designed for both ecommerce and direct-to-consumer advertising, offering a simplified approach to running ads on Meta platforms such as Facebook and Instagram.
Campaigns are optimized for better efficiency and performance. ASC leverages advanced machine learning, creative performance and real-time user behavior, which aims to help advertisers obtain improved results with less manual input.
Streamlined Setup
A clear benefit of Advantage + Shopping Campaigns is how easy they are to set up. Traditional campaign creation involves many steps including segmenting audiences and setting up multiple ad sets with different creative tests. Significant testing of multiple factors is needed to determine the ideal campaign setup. This process is much simpler with ASC.
With ASC, there’s no manual audience segmentation required. Everything is consolidated into one campaign and placement selection is automated. ASC finds the best placement across Meta’s platforms without marketers needing to test them. This process makes it much easier for busy marketers to launch campaigns quickly.
Enhanced Machine Learning
ASC uses enhanced algorithms that improve ad targeting over time. Creative elements and user behavior are analyzed by the algorithms to serve the right ad to the right prospect at the right time. Ad creatives that are performing best are prioritized. Delivery in real-time is adjusted based on user signals such as views, clicks and purchases. This means relevant ads are shown to prospects who are most likely to take action, which improves return on ad spend (ROAS).
Feedback From Customer Actions Used to Improve Campaigns
Traditional campaigns require manual adjustments as you analyze your results. ASC uses real-time feedback loops, which are based on how people are interacting with your ads. The algorithm learns from customer actions such as time spent on site, items added to cart and completed purchases. These signals are used to pinpoint patterns and optimize targeting.
Creative combinations are dynamically tested, and only the highest performing ads are delivered. Marketers benefit from this information as campaigns learn and improve the more they’re run. Over time, accuracy improves and your budget can be better allocated toward creatives that drive the best results.
Better Results With Less Manual Work
The bottom line is that marketers who use Advantage + Shopping campaigns enjoy faster setup and launch with less manual work. Advanced machine learning leads to smarter targeting and customer behavior provides real-time optimization. When automation is used and machine learning does most of the heavy lifting, marketers can focus on other aspects of their business such as storytelling and strategy.
Consumers are looking for brands and products they haven’t heard of before. Advantage + Shopping campaigns give marketers the ability to provide more relevant campaigns to those they’re trying to reach.
For expert help with social media marketing, paid advertising or any other aspect of digital marketing, reach out to Softline Solutions. We can help you grow your online presence and business.
