Ditch the Advantage+ Rut

If you’re struggling to scale your ad account, it’s probably because you’re only running Advantage+ campaigns.

Meta’s Advantage+ shopping campaign is great for simplifying campaign management. You throw in your creative, your budget, and boom – Facebook (or Meta, whatever you want to call it this week) does its thing. And yes, the 0% existing audience cap sounds like you’re only targeting completely new people.

See? 0%. Fresh eyes only, right? Wrong.

Here’s the catch: “Existing customers” doesn’t include people who’ve already interacted with your brand.

This means it’s also targeting middle-of-funnel (warm) and bottom-of-funnel (hot) audiences.

This is the low-hanging fruit for the algorithm.

It’s a cheaper audience and can deliver quick results.

But can result in the same people continuing to see the same Ads, which drives up the frequency, making the Ads harder to scale.

Unrestricted Targeting, on the other hand, which is where you target location, gender and age only, is much more focused on targeting top-of-funnel (cold) audiences.

This results in audiences being vastly bigger than the audiences Advantage+ has access to.

So my advice is use Advantage+ as your ‘amplification tool’ that runs alongside your unrestricted targeting campaign. Only include your best performing creatives and scale your budget when your below your goal CPA and keeping an eye on your audience frequency.