TRGT's Blueprint for Dominating with Advantage+ Shopping Campaigns
by Dorota Faron-Register
In the fast-paced world of digital advertising, staying ahead of the curve is essential for success. As advertisers increasingly turn to Meta’s AI-powered Advantage + Shopping Campaigns (ASC), it becomes crucial to learn how to make the absolute most out of them.
As it stands, 27% of our total spend is running through ASC campaigns (40% if we look at e-commerce accounts only) and we expect these numbers to keep increasing.
Share of Advantage+ Shopping Campaigns as a percentage of total spend
In this article, we'll explore key A/B tests and conversion lift studies that can help you supercharge your A+SC campaigns.
A/B Tests: Finding Optimal Setup
Creative Mix: Image, Video, or Both?
Determining the ideal creative mix is key. A/B tests pitting single creative format campaigns vs mixed ones can reveal whether your audience responds better to images, videos, or a combination of both.
Existing Customer Cap: Finding the Sweet Spot
What's the perfect cap for existing customer spend? Test various caps (e.g 0%, 5%, 15%, 25%, no cap) to identify the point where diminishing returns set in.
Catalog Ads in A+SC Campaigns: Yes or No?
Should I run dynamic and regular ads in the same campaign? A/B testing single ad format campaigns vs mixed ones can help you answer that question.
Creative Refresh Frequency: Striking the Right Balance
Creatives fatigue over time. Testing the optimal frequency of creative refreshes ensures that your content remains engaging. Find the sweet spot between keeping your audience interested and not disrupting machine learning by implementing too many changes.
Launching New Creatives: Existing or New Campaigns?
Experiment with launching new creatives into existing campaigns versus starting entirely new ones. A/B testing will shed light on where your efforts are likely to yield the best results.
Copy Variants: Finding the Magic Number
Crafting compelling copy is an art, and testing different copy variants is key to understanding what resonates with your audience. Determine the optimal number of copy variants that strike the right balance between diversity and consistency.
Bidding Strategy: Max Conversion vs. Max Value
Test whether a max conversion or value-based bidding strategy aligns better with your objectives. Striking the right balance between cost and value is vital for sustained campaign success.
When to Run ASC Ads: Round the Clock vs Strategic Scheduling
Use the new ad scheduling tool to find out how campaigns that run 24/7 compare to those delivering on selected days or at specified times. This A/B test will help you understand whether focusing on high demand periods of time translates into stronger performance.
Lift Tests: Measuring Incrementality
Is ASC Driving Incrementality?
Run conversion lift tests to determine if ASC is driving incremental sales. Comparing the results generated by your ASC campaigns vs a control group will provide insights into the true impact of this campaign type.
ASC vs. BAU Setup: Comparative Incrementality
Compare the incrementality of ASC and your Business-as-Usual (BAU) campaigns. A multi-cell lift test will help you understand whether the ASC is delivering more incremental conversions than your standard activity.
Combining A+SC with Mid/Upper Funnel Campaigns: Amplifying Incrementality
Explore the synergy between ASC and mid/upper funnel campaigns. Lift tests can reveal whether combining these different funnel approaches amplifies incrementality, providing a holistic view of your advertising strategy.
In conclusion, building a comprehensive testing pipeline for Advantage+ Shopping Campaigns on Meta is a dynamic process. Regularly iterating and refining your strategies based on A/B tests and conversion lift tests will ensure that your campaigns stay relevant, engaging, and highly effective. TRGT Digital empowers businesses to navigate this journey seamlessly, providing the tools and insights needed for advertising excellence - get in touch to discuss how we can support you to scale your ASC campaigns today.
Ready to learn more about how TRGT can help you with your ASC strategy? Get in touch with our team today
