Advantage+ campaigns just got a major upgrade, giving you more control over your budget and audience. Let’s dive into the two key changes:
Budget Control: Say Goodbye to Overspending on Existing Customers
Ever wondered if your Advantage+ campaigns are just bringing back the same customers? Worry no more! Meta now allows you to set a maximum percentage of your budget specifically for existing customers.
This feature, available at the Ad Set level under Budget & Schedule, ensures you can invest in acquiring new customers while still nurturing your loyal base.
You will need to define your existing customers for this to be effective. Which brings us to…
Advantage+ Audience Segments: Define Your Audience for Better Insights
Understanding your audience is crucial, and Meta has introduced Advantage+ Audience Segments to help you do just that.
While the location of this setting is currently migrating within Meta Ads Manager, you can find it through either:
- Via the left menu under Ad Account Settings
- Via the left menu under Advertising Settings and then selecting Advantage+ Shopping Campaigns on the following page
Here, you can define three key segments:
Engaged Audience: This segment should include individuals who have interacted with your website or social media but haven’t made a purchase yet. Think of them as warm leads!
Existing Customers: This one’s simple – it encompasses all past purchasers.
URL Parameters (Optional): This allows you to share your audience data with third-party trackers for further analysis.
Analysing Your Audience Split
Want to see how your Advantage+ campaign performs across different audience segments? Easy! Just use the Breakdown feature within Ads Manager.
Click Breakdown then navigate to Demographics and select Audience Segments to see the performance breakdown for new, engaged and existing customers.
Remember, these updates currently apply only to Advantage+ campaigns. So, start exploring these new features!
If you have any questions on your Meta audiences, feel free to reach out to us. We’d be happy to help you expand your Meta analytics.
