How Do Facebook’s Advantage+ Campaigns Work?


How Do Facebook’s Advantage+ Campaigns Work?

If you’ve set up a Facebook ads campaign recently, you might have noticed a campaign option called Advantage+. This streamlines Facebook’s proven processes by following recommended settings. But if you haven’t seen this option yet, today we explore Advantage+: how it works, and both its benefits and drawbacks.

Advantage+ campaigns, Facebook’s new model for conversion campaigns, have made it easier than ever to get the results you need. By allowing Facebook to automatically select tailored campaign settings on your behalf, like bidding strategy and optimisation methods, they’ve massively reduced the amount of manual input required.

Unlike traditional conversion campaigns on Facebook ads, an Advantage+ campaign merges the campaign, ad set and ad creation stages into a single stage, and encourages advertisers to utilise Dynamic Ads.

While Advantage+ Campaigns aren’t currently available to all advertisers, Facebook is rolling them out to more and more worldwide. They look set to eventually replace the existing manual creation process entirely.

How do I set up an Advantage+ campaign?

You can set up an Advantage+ campaign in Facebook’s Ads Managers. Hit Create a campaign, and choose Conversions as your campaign objective. If you’re a selected advertiser with access to this relatively new feature, you’ll be presented with the option of an Advantage+ campaign. Then Facebook will prompt you to complete the usual setup stages: campaign name, ad copy, ad set targeting. Of course, this is far fewer steps than normal, as Advantage+ is geared toward Facebook ads novices.

What are the benefits of an Advantage+ campaign?

There are three primary ways in which using an Advantage+ campaign could benefit your business, especially if you’re a newbie when it comes to Facebook marketing:

  • It’s recommended by Facebook, with preset parameters depending on the nature of your business
  • It’s streamlined, with a simplified setup enabling advertisers to create a campaign in far fewer steps than normal
  • It’s tried and tested, the result of Facebook having helped countless businesses produce high-performing conversion campaigns through Advantage+’s optimised settings

If you’re inexperienced with Facebook ads or lacking in confidence, Advantage+ is a godsend, with its easy campaign creation process and minimal manual work required to get your ads up and running.

What are the drawbacks of an Advantage+ campaign?

While an Advantage+ campaign simplifies the conversion campaign creation process, they’ll be of little interest to those advertisers seeking to have a lot more input. For example, many won’t be keen on Facebook automatically choosing the optimisation method for them, as this loss of freedom could ultimately prove detrimental to their marketing goals. What’s more, the one-window setup isn’t ideal for those who want to create their campaigns in stages, rather than in one big chunk.

Is an Advantage+ campaign right for me?

Advantage+ campaigns are aimed at those who are beginners when it comes to Facebook ads, enabling these users to skip the more fiddly stages. The flipside of this accessibility is that they’re of little use to anyone looking to refine their settings manually based on their goals or experience. Nevertheless, it’s brilliant to finally see them as an option on Facebook’s Ads Manager, where a simplified all-in-one campaign creation process has been long sought after by less experienced advertisers. 


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