We have an update to Advantage+ Shopping Campaigns…
When you create an Advantage+ Shopping CampaignAdvantage+ Shopping Campaigns offer a streamlined way of creating a Sales campaign that leverages machine learning to get the best results. Presets are locked in and can't be changed. The advertiser provides custom audiences at the account level that define current customers and can then determine a budget cap for how much of the budget is spent on current customers. More, you may see a drop-down menu for the performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More. If you don’t have the drop-down, you don’t have this change yet.
By default, the performance goal is “Maximize 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.” Click that drop-down and you’ll see another option: “Maximize value of conversions.”
It says:
“We’ll try to show your ads to the people most likely to make higher-value purchases.”
This may look familiar if you’ve run Sales campaigns the manual way.
Should you use it? If you have a wide range of product prices, this would help the algorithm focus more on value than volume. It may help improve the Return on Ad Spend. You’ll likely end up with fewer conversions, too.
Probably no reason to use Value if you have a narrow range of prices or you already struggle to generate purchase volume.
Do you have this yet? Will you use it?
