How To Optimize And Scale Facebook's Advantage+ Campaigns (Complete Guide - 2024)
Summary
TLDRThis 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.
Outlines
🚀 Optimizing Advantage Plus Shopping Campaigns
The video introduces a method to optimize and scale Advantage Plus shopping campaigns, a feature not commonly shared. It emphasizes the importance of patience during the initial setup, as these campaigns rely on machine learning to stabilize, which can take 5-7 days. The speaker outlines five steps for optimization, starting with understanding campaign performance and the significance of not altering campaigns within this initial period to avoid disrupting the learning process.
🛠️ Setting Kill Switch Thresholds for Campaign Scaling
This paragraph delves into the first step of scaling, which is setting two kill switch thresholds to manage ad spend relative to the first purchase and the target KPI. The speaker explains the rationale behind allowing Facebook to gather data after the initial purchase to find similar customers more cost-effectively. The example given illustrates how to set these thresholds based on the average order value, ensuring that ads are performing within an acceptable cost range.
📊 Monitoring Ad Trends and Making Informed Decisions
The speaker discusses the importance of monitoring day-over-day trends to assess whether ads are improving or declining in performance. It advises using intuition to decide whether to keep or turn off ads based on their trend direction. The paragraph also encourages viewers to like the video to support the channel and provides a step-by-step guide on turning off underperforming ads and injecting new ones to maintain a diverse ad set for Facebook's algorithm to work with.
📈 Adjusting Budgets Based on Performance and Stability
The final paragraph focuses on the strategy for adjusting campaign budgets, emphasizing the need for a strong foundation of performance and stability before scaling. It outlines the criteria for increasing the budget, such as consistent performance above the target KPI and positive trends over the last 7-14 days. The speaker also shares personal experiences with different budget increase strategies and the typical initial dip in performance following a budget adjustment, before stabilization.
Mindmap
Keywords
💡Advantage Plus shopping campaigns
💡Optimization
💡Machine Learning
💡Kill Switch Thresholds
💡Key Performance Indicator (KPI)
💡Trends
💡Budget Adjustment
💡Return on Ad Spend (RoAS)
💡Injection of New Ads
💡Stability
Highlights
Optimizing in scale Advantage Plus shopping campaigns is a key strategy that most people don't share.
Advantage Plus campaigns require an initial period of optimization before they can be scaled effectively.
Campaigns can run for over a year with high stability once they are optimized.
Machine learning plays a crucial role in the early stages of these campaigns, requiring a 5-7 day settling period.
There are five steps to optimize Advantage Plus shopping campaigns effectively.
Campaign performance should be evaluated against set KPIs before making adjustments.
Understanding the interplay between different ads in a campaign is crucial for overall performance.
Setting kill switch thresholds on the ad level is essential for managing campaign costs.
Monitoring day-over-day trends is key to understanding campaign dynamics and making informed decisions.
Turning off underperforming ads is a strategic move to redirect budget to more successful ones.
Injecting new ads into the campaign keeps the ad pool fresh and gives Facebook more options to find customers.
Adjusting the budget should be based on earned performance and stability over the last 7-14 days.
Performance dips are common after budget increases, so patience is required for stabilization.
The magnitude of budget increases can vary, with significant jumps sometimes yielding the same results as smaller ones.
The speaker has been implementing these strategies for over 18 months with consistent improvement.
Engagement and learning from others' experiences with Advantage Plus campaigns are encouraged in the comments section.
Subscribing to the channel for more valuable content is recommended, with the option to unsubscribe at any time.
Transcripts
[Music]
in this video I'm going to walk you
through how to optimize in scale
Advantage Plus shopping campaigns now
this is a secret most people don't share
but guess what this guy this guy this
guy this guy is about to expose it for
everyone first if you haven't watched
the last video about Advantage Plus
shopping campaigns go ahead and check
that out that'll show you how to use it
how to make sure an Works how to
structure everything uh but if you
already have it set up you want to know
hey how do I actually scale this thing
here we
go first and foremost with Advantage
Plus shopping campaigns they can take a
bit to optimize but once they do we've
seen them be like great trains and they
have this insane level of stability I
mean we have campaigns that we we've run
for more than 12 months and have spent
hundreds of thousands of dollars after
they've stabilized on only one or two
acts which is why we don't really
recommend touching these campaigns in
the first 5 to 7 days because this
campaign is heavily reliant on machine
learning and it does take a little bit
of time to find its Groove and to get
that traction if you mess with it too
soon you may jeopardize the optimization
now knowing that there are five steps to
go through with Advantage Plus shopping
campaigns that will allow you to cut
Port performance hedge against loss
inject new ads and also know when to
turn off and when to scale the ads now
before I dive into all of that the most
important thing to ask yourself is how
is my campaign performing you know if
your campaign is overall performing
inside your target key performance
indicator range that you've set whether
that's a Raz goal or a cost per
acquisition goal then don't touch
anything even if there's an ad inside
the campaign that is maybe Bringing Down
the average it's very natural to want to
go and turn off that ad to then let the
other ones bring the overall results up
right but there's a lot of stuff that's
at play that you may not even realize
you know somebody may have clicked on
that lower performing ad and then they
clicked on a different ad that maybe got
hit them with retargeting and the
purchase came from there but it
originated from here there's a lot at
work so if your campaign is performing
at your target range then leave it leave
it
there but assuming it isn't working here
are the five steps that we go through to
scale Advantage Plus shopping
campaigns step number one determine two
kill switch thresholds so getting to the
first purchase in any campaign is
usually the most expensive because
Facebook doesn't have a whole lot of
data to go on once it gets that first
purchase however subsequent purchases
usually become cheaper now around our
office we' like to say purchases equals
potential because once you get that
first one Facebook is able to then use
that data to go find other customers
that's why I recommend setting two kill
switches on the ad level kill switch
number one is the amount you're willing
to spend in order to get that first
purchase kill switch number two is the
amount you're willing to spend to be at
your target kpi for example let's say my
average order value is $50 my level one
kill switch might be $100 or two times
aov and my level two kill switch might
be
$250 meaning I'm willing to spend $100
to get that first purchase assuming
Facebook would use that data to then get
the next purchase much faster but by
$250 I would want that ad to be within
my target kpi
range step number two monitor Trends so
as the ads begin to spend we monitor day
overday Trends using the breakdown chart
inside ads manager to see if it's
trending in maybe a good direction or
unfortunately sometimes a bad Direction
sometimes it's very apparent that the ad
got a purchase on day one and then just
kind of went downhill with no more
purchases other times you'll see it get
nothing on day one but on day two three
and so on it begins to get more
purchases at a low lower cost that means
that maybe by the time you reach the
kill switch number two threshold your
overall results might be lower than your
kpi but trend-wise you're on track
you're trending in a good direction in
these scenarios use your intuition to
decide hey to keep them on or to turn
them off based on the direction of the
trend of that ad whether up or weather
down having our kill switches in place
and monitoring these Trends will then
move us into step number three but
before you do if you're finding this
video valuable please give this video a
thumbs up it will help the YouTube
algorithm get a little bit of love to us
and it'll get it in more hands of other
entrepreneurs just like you who will
benefit from it all right so step number
three turn off ads this is pretty simple
shut ads off that don't pass kill switch
number one or number two usually what
happens when you launch Your Advantage
Plus shopping campaign is Facebook will
spend a few dollars on each of the ads
and then heavyweight most of the budget
into a single ad this is completely fine
don't don't freak out about it because
you'll be making decisions on an ad
level so as each of those ads reach
those two different kill switch
thresholds you'll simply turn things off
and Facebook will RIS distribute the
budget to the other ads so they all get
their fair share of spent so using the
example from before if we launched with
three ads and uh it heavy weighted the
spend to let's say Ad number three and
it had a purchase by $100 but it wasn't
in our target kpi range by
$250 well then we would shut off that ad
so it could then begin spending on the
other ads this takes us to step number
four once we have turned off an ad that
reach those kill switch thresholds we
would then move to the step and inject
new ads if you turn off an ad inside the
running campaign it will usually
redistribute to one of the other two ads
or one of the other ads that are also
active in that campaign at that time
while that happens we're also going to
inject a new ad into that campaign so
that Facebook has more to work with so
every time you turn it out off you
inject a new one in doing so we'll
always keep a full hopper for your
Facebook account to pull from as it
finds your ideal customers but using the
strategy when do you actually get to
scale up your budget this brings us to
step number five adjust your budget the
easy answer to when you adjust your
budget is when you've earned it we don't
like scale up anything that doesn't have
a strong foundation so for Advantage
Plus shopping campaigns we're looking
for scale but more importantly we're
also looking for stability so there are
two questions we need to answer when it
comes to adusting the budget question
number one is when do we address the
budget and question number two is by how
much do we adjust the budgets with
Advantage Plus shopping campaigns we
usually see performance dip for a few
days following a budget increase so we
usually only like to do them once per
week sometimes twice but we'll only
increase budgets if the overall campaign
is in our Target kpi in the last 7 to 14
days and the trends look positive for
example let's say you're using return on
ad spend Raz as your metric with 2.2 row
as as your target so meaning hey at 2.2
and above we are in our target range
well if your overall campaign is above
2.2 in the last 7- 14 days and it has
been consistently producing that result
then we'll increase the budget if
however it's downtrending and let's say
it's a
1.5 then we may consider pulling back
the budget as we trim the poor
performing ads and let the results come
back
up so how much do you increase the
budget well this is going to be more
preferential while we used to increase
budgets by let's call it 10 or 20% we
used to use percentages every few days
we've seen that with Advantage Plus
shopping campaigns you can make big
jumps and experience the same results as
small jumps for example you may go from
$100 a day and spend to $250 a day and
spend let it stabilize over the next
week then jump it to from $250 to $500 a
day in spend we've even tested going
from 150 to 750 a day and we saw the
same results as going from 150 to
250 the most important thing to know is
that we usually see a dip in the first
few days after adjusting the budget so
how much you decide to adjust the budget
will be largely dependent on how much
you can really stomach knowing that
you'll likely lose a bit over those
first few days but then it typically
stabilizes out a few days
later if you follow these five steps
you'll be able to hedge your losses
amplify your winners and create
stability inside your Facebook ad
account we've been doing this for more
than 18 months now with Advantage Plus
shopping campaigns in particular and we
have only seen the results get better
and better and better thank you for
watching this video if you found this
valuable please consider subscribing to
our channel it's absolutely free that's
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can always unsubscribe if you're like
hey I don't really like you guys anymore
also if you've ever run an Advantage
Plus shopping campaign and you have any
tips or tricks or things that you have
learned I would encourage you drop it in
the comments we love doing engaging
conversation and we learn a lot by
seeing other people are doing and having
those conversations and while you're
down there hit the like button and we'll
see you next
[Music]
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