How To Optimize And Scale Facebook's Advantage+ Campaigns (Complete Guide - 2024)

Summary

This video offers a comprehensive guide on optimizing and scaling Advantage Plus shopping campaigns on Facebook. It emphasizes the importance of patience during the initial machine learning phase and outlines five key steps to enhance campaign performance, including setting kill switch thresholds, monitoring trends, turning off underperforming ads, injecting new ads, and adjusting budgets strategically. The presenter shares insights on achieving stability and scaling while minimizing losses, drawing from over 18 months of experience with these campaigns.

Takeaways

• 🚂 Start with Advantage Plus shopping campaigns which, once optimized, can be very stable and perform like 'great trains'.
• 🔒 Resist the urge to adjust campaigns in the first 5-7 days as they rely heavily on machine learning to find their groove.
• 📈 There are five key steps to optimize and scale Advantage Plus campaigns: setting kill switches, monitoring trends, turning off underperforming ads, injecting new ads, and adjusting the budget wisely.
• 🎯 Ask yourself how the campaign is performing against your KPIs before making any changes.
• 🛑 Implement two kill switches: one for the cost to get the first purchase and another for the cost to reach your target KPI.
• 📊 Monitor day-over-day trends to determine if ads are improving or declining in performance.
• ❌ Turn off ads that do not meet the kill switch thresholds to allow budget to be redistributed to better-performing ads.
• 🆕 Inject new ads into the campaign to keep the ad pool full for Facebook to find the ideal customers.
• 💰 Adjust the budget only when the campaign has proven its performance and stability over the last 7-14 days.
• 📉 Be prepared for a temporary dip in performance following a budget increase, as stability is typically regained after a few days.
• 🔍 Scale budgets based on performance trends and tolerance for initial losses, with the understanding that large jumps can sometimes have the same effect as smaller ones.

Q & A

What is the main topic of the video?

The video is about how to optimize and scale Advantage Plus shopping campaigns on Facebook.

Why should one not touch their Advantage Plus campaigns in the first 5 to 7 days?

The campaign is heavily reliant on machine learning and needs time to find its groove and get traction. Interfering too soon may jeopardize the optimization process.

What are the five steps mentioned for scaling Advantage Plus shopping campaigns?

The steps are: 1) Determine two kill switch thresholds, 2) Monitor trends, 3) Turn off ads that don't pass the kill switches, 4) Inject new ads, and 5) Adjust the budget when appropriate.

What is the purpose of setting kill switch thresholds?

Kill switches help determine the amount one is willing to spend to get the first purchase and to be at the target KPI, ensuring that the campaign does not overspend before it stabilizes.

Why is it important to monitor day-over-day trends in the campaign?

Monitoring trends helps in understanding if the campaign is moving in a positive or negative direction, which is crucial for making decisions on keeping or turning off ads.

What should one do when an ad reaches the kill switch thresholds?

If an ad reaches the kill switch thresholds, it should be turned off, and the budget should be redistributed to other active ads in the campaign.

Why is it recommended to inject a new ad every time an ad is turned off?

Injecting a new ad keeps a full hopper for the Facebook algorithm to work with, ensuring that the campaign continues to have fresh content to find ideal customers.

When should one consider adjusting the budget for their Advantage Plus shopping campaign?

The budget should be adjusted when the overall campaign is performing within the target KPI range in the last 7 to 14 days and the trends are positive.

How should one approach increasing the budget for their campaign?

Budget increases should be based on performance and stability. It's not about the percentage increase but rather the impact on performance, and one should be prepared for a potential dip in the first few days after adjusting the budget.

What is the significance of the 'first purchase' in the context of the video?

The first purchase is significant because it provides Facebook with data to find other potential customers, making subsequent purchases usually cheaper and more targeted.

What is the recommended approach to scaling up the budget for an Advantage Plus shopping campaign?

The recommended approach is to make significant jumps in the budget, as small and large jumps have shown similar results in terms of performance stability, and to allow the campaign to stabilize after each increase.