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How to Create Advantage+ Shopping Campaigns (ASC) with Best PPM Practices

Updated over a year ago

The upgraded ROIH offers improved Advantage+ App Campaign compatibility, with support for App Promotion.

Intro

Digital retailers need an advertising framework that scales well across any range of products; easy to set up, control, and maintain. For retailers, advertising results come from making sure you promote the good products and stop paying for the bad ones.

When you follow ROIH strategies and use cases, you will be able to not only reach exemplary marketing results but also maximize the opportunities within your product inventory. You can drive more revenue, and optimize for fast product turnover and better margins at the same time. Use your marketing spend as leverage to drive retailing outcomes with real business value.

What is ASC?

Advantage+ Shopping Campaigns (ASC) are a cutting edge type of campaign backed by a new Meta algorithm. This algorithm combines all of Meta's e-commerce best practices into a clean, new campaign structure.

How to Set Up ASC in ROIH

  1. Navigate to Meta > Create Campaign. Select your account, then select the ASC campaign setup option under "Choose a campaign setup":

  2. Click "Continue with Campaign Creation"

Then follow steps #1-3 below for configuration (click to expand):

Step 1: Campaign setup

  1. Enter a name for your campaign:

  2. Confirm all UTM parameters are set correctly to ensure a good tracking rate. Read here for more on maintaining 100% tracking rate.

  3. Then click "Continue with Ad Set"

Step 2: Ad set setup

  1. Enter the name of your ad set, and fill in the corresponding settings:

  2. Under "Conversion":

    1. "Drive my audience to": select the appropriate option for your campaign. Read here for more on Web or App optimization.

    2. "Pixel": select the appropriate option for your campaign. Read here for more on Pixel setup.

    3. "Performance Goal": select either of the two options:

      1. Number of conversions (e.g. number of transactions)

      2. [NEW] Value of conversions (e.g. high value purchases = potentially higher ROAS)

        Tip: Value of conversions optimization works perfectly with our Poor Performers use case. By choosing this type of optimization, you are pushing ASC to work towards higher ROAS, but at the same time, by excluding poorly performing products (with low ROAS), you are protecting the baseline and further supporting your goals.

  3. Under "Targeting":

    1. Choose the country or countries to target with your ASC

    2. If your target audience is in the EU, enter the Beneficiary information

  4. Under "Reporting":

    1. Add any existing audiences if you want to target them with a specific budget. Read here for more on budget caps for existing customers.

  5. Set up your budget and attribution settings

  6. Then click "Continue with Ads"

Step 3: Ad setup

  1. Select the appropriate settings for your ad setup, which should be familiar from the standard campaign setup:

  2. Keep in mind that you are choosing Product sets on the Ad level. There are several setups available:

    1. 1 Ad Set + Ad(s) with one particular Product Set (PPM Strategy): you allocate a specific budget behind a specific product set to have more control over where the investment goes.
      ​Example: 1 Ad Set with a budget of 1,000 USD

      • Ad 1 promoting Bestsellers

    2. 1 Ad Set + Ads with different Product Sets (different PPM Strategies): you can choose more Product Sets on the Ad Level and ASC will allocate a share of spend based on the performance of each Ad. This way, you are executing more strategies with one budget.
      ​Example: 1 Ad Set with a budget of 1,000 USD

  3. You can choose formats and creatives on the Ad level. Use the ROIH Template Editor and prepare different creatives for different segments of products or different messages in an instant:

  4. Then click "Send to Meta"

Best Practices

  • Set up existing customer audiences in your ad account for ASC retargeting

  • Create ASC campaign and allow for retargeting

  • Create several ads with different Product Sets (e.g. different PPM strategies) under one Ad Set. With strength in diversity, the sum can perform better together than each individual part separately.

  • An ASC needs a lot of creatives to work properly across all of Meta's platforms. With ROIH's Template Editor, you have all the assets you need just a few clicks away:

    • Try alternate copy or image templates for different ads

    • Use videos and social ads!

  • Pursuing value optimization with target ROAS is similar to stop loss strategies for the Poor Performer use case (but inverted)

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