Advantage+ Sales Campaigns: How They Work and When to Use Them
Advantage+ Sales is an automated type of sales campaign in Meta Ads. The algorithm automatically selects audiences, placements, and creative combinations. For many stores, it is currently the primary campaign for scaling sales.
How Advantage+ Sales works
Instead of building multiple ad sets with different audiences, you create a single campaign with broad targeting. Meta uses conversion data from the entire account to find people with the highest likelihood of purchasing and automatically shifts the budget to the best-performing ads.
When Advantage+ makes sense
The account has a purchase history and a properly functioning pixel with Conversions API.
You sell products with a broad target market.
You have a steady stream of new creatives for testing.
For new accounts without conversion data, it is better to start with a classic sales campaign and gather initial purchases.
How to set up the campaign
Objective: sales, optimized for purchases.
Budget: at the campaign level, sufficient for several dozen purchases per week.
Creatives: from a few to a dozen or more ads in various formats: video, image, carousel, and catalog.
Existing customers: define them in the account settings to control what portion of the budget goes to people who have already purchased.
Common mistakes
Too few creatives, causing the algorithm to quickly burn through ads.
No control over the share of existing customers, making the campaign look great in reports but poor at acquiring new ones.
Daily budget and setting changes that reset the learning phase.
How to measure results
Look not only at the ROAS from the Meta panel, but also at the share of new customers and the store's overall MER. We explain this in the article what ROAS is and how to calculate it.
Summary
Advantage+ Sales can scale sales very well if it receives good data and a steady stream of creatives. This is how we build accounts as part of our Meta Ads management.
