We have more updates to Advantage+ Shopping campaigns.
When Meta first rolled out Advantage+ Shopping, advertisers had very few options for customization. Defaults were locked in.
Since then, Meta has opened it up a bit. Here are some examples…
1. Originally, you could only optimize to maximize the number of conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More. Then value optimization was added.
2. You couldn’t add a Cost Per Result goal. Then you could (as well as a ROAS goalWhen utilizing the Sales objective, "Maximize value of conversions," and Highest Value bid type, you can set a ROAS Goal. Meta will then attempt to spend your budget with a focus on maintaining your desired ROAS. More when optimizing for value).
3. You couldn’t customize placements. Now you can remove some placements in your Ad Account Settings that will apply to all Advantage+ Shopping CampaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More.
Finally, the most recent change…
4. The conversion event was originally locked in as Purchase. Now you can select from any of your standard and custom events.
You don’t even technically need to select an event that has anything to do with the purchase flow. While I wouldn’t use anything other than Purchase here, there’s nothing wrong with being able to test other options.
Maybe try out Add to Cart or Initiate Checkout and see how it goes. And since you can select from custom eventsConversion events tracked by the pixel, app SDK, or API that are outside of standard events. These tend to be created to fit the publisher's needs when a pre-defined standard event will not. More, you have plenty of other options that could produce interesting results.
Always test and experiment. Report back!
