Are Advantage+ Shopping Campaigns a Good Fit for You?

Feb 6, 2024
Feb 6, 2024
8 min
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Advantage+ Shopping Campaigns

Curious about Meta Advantage+ shopping campaigns? Our guide explains this AI-driven machine learning tool, offering reduced setup time and broad audience reach.

Imagine turbocharging your online store with a tool so powerful, it revolutionizes your shopping campaigns. This isn’t a dream, it’s Advantage+ shopping campaigns!

If you're wondering “What is Advantage plus shopping campaigns in Facebook advertising?” this is the comprehensive guide you’ve been searching for. 

What are Advantage+ shopping campaigns?

Advantage+ Shopping campaigns
Image source: Disruptive Digital

Advantage plus shopping campaigns by Facebook are an automated product offering that is designed to help advertisers reach valuable audiences more efficiently with reduced setup time. Your ads will dynamically be served to audiences most likely to convert, and all your targeting, placements, and budgeting will be handled by AI 🦾🤖

Some notable features:

  • Machine learning: Utilizing advanced machine learning capabilities, these campaigns pinpoint and target your most valuable customers across the Meta Business Suite, requiring minimal manual input from your end.
  • Efficiency: ASC Facebook ads are designed to drive online sales more efficiently for performance-focused advertisers.
  • Automated testing: These campaigns automatically test up to 150 creative combinations to deliver the highest-performing ads for you.
  • Performance goals: These campaigns have enhancements for better performance. They’re perfect for businesses looking to scale or launch a new campaign type, such as introducing a new product or collection. 

In fact, a study conducted by Facebook found an average improvement of 17% in CPA and an impressive 32% increase in ROAS

Before you begin with Advantage+ shopping campaigns… 🤚

You need to ensure your Meta Pixel is installed. If you’re having problems with yours, this Pixel troubleshooting guide will assist you. Additionally, staying informed about the latest Facebook updates is essential, as these may also have an impact on your Advantage plus shopping campaigns and Facebook ads.

How to set up an Advantage+ shopping campaign

  1. Go to ‘Create New Campaign’ in Meta Ads Manager.
Meta Ads Manager -  create new campaign
  1. Choose ‘Sales’ as your goal.
Meta Ads Manager - Choosing campaign objective
  1. Select ‘Advantage+ shopping campaign’.
Advantage+ shopping campaign setup
  1. Target the country where you wish to market your products or services. You can select one or more countries.
Meta Advantage+ shopping audience location

Just an FYI ⚠️: You can only target audiences by country here. Age, gender, and interest-based targeting is prohibited.

  1. To add customer audiences ‘Go to Account Settings’ and ‘Create’ under the new section to create special audiences. Any audiences added here will be labeled ‘Existing customers.’
Advantage+ shopping campaigns - existing customers
  1. Set your campaign daily budget.
Meta Advantage+ campaign - setting budget
  1. Set your ‘Existing Customer Budget Cap,’ to the maximum budget percentage you’re willing to spend on existing customers.
Meta Advantage+ campaign - setting an existing customer budget cap
  1. Adjust audience and delivery parameters.
Advantage+ shopping campaigns - Adjusting audience and delivery parameters
  1. Select a campaign attribution setting. An attribution window of "7-day click or 1-day view" is generally recommended.
Meta Advantage+ campaign - attribution setting
  1. Add your creatives by selecting the ads you want to import and click ‘Import All Ads.’
Advantage+ shopping campaign - Importing ads

You can also upload the creatives manually like this ⬇️

Meta Advantage+ campaign - Adding creatives
Image source: Facebook

⚠️ You can test up to 150 creative combinations in one campaign.

What are the pros and cons of Advantage+ Shopping campaigns?

As with anything, there are upsides and downsides. Here’s a snapshot of what you can expect:


  • Efficiency: Advanced AI and machine learning algorithms can analyze large amounts of data quickly and accurately, enabling real-time optimization.
  • Automated testing: AI tests up to 150 ad combinations, ensuring it matches the right ad to the right audience.
  • Simplified campaign creation: Campaigns require less manual input, fewer adjustments, and minimal management.
  • Improved ROI: Businesses get the most value from their ad spend through automated bidding strategies and optimized ad placements.


  • Limited targeting options: The targeting options are limited to the country level, excluding the ability to specify demographics such as age, gender, and interests. Fortunately, tools like Madgicx’s Audience Launcher provide a solution to this. With over 100 pre-packaged audiences at your disposal, Audience Launcher simplifies the process of finding relevant audiences. All it takes is a few clicks to launch your desired audience and BOOM!
Madgicx Audience Launcher dashboard
  • Exclusion concern: Campaigns don’t exclude warm audiences, a practice generally recommended for acquisition campaigns aiming for consistent and prolonged growth. Fortunately, with Audience Launcher, you have built-in exclusions that allow you to launch pure acquisition campaigns. Once you launch an acquisition audience, it automatically excludes your warm audiences. Launching an acquisition campaign with Madgicx is incredibly straightforward. With just a few clicks, et voilà, your campaign is up and running. You can even test it out with the 7-day FREE TRIAL!
  • Control limitations: If you prefer full control over campaigns, this automated tool may not be for you. Some settings are preset.
  • E-commerce businesses only: Currently, this automation technology is only available to e-commerce businesses.

Advantage+ Shopping campaigns best practices

Implementing Meta Advantage best practices is key to driving high-quality traffic, improving conversion rates, and enhancing customer engagement. 

Here’s a list to compare your campaigns against:

  1. More is more: The key is to load as many creatives as possible onto the system. AI will automatically perform media enhancements that automatically tailor each creative to match individual user preferences. We recommend launching with a minimum of 10 creatives. 
  2. A/B testing: Regularly test different versions of your ads to see what works best. This could involve changing the ad copy, images, videos, or calls-to-action.
  3. Define existing customers: Define your audiences to manage ad exposure and avoid ad fatigue. This includes those familiar with your business, past purchasers, and recent website visitors. This enables you to instruct Meta to regulate the frequency of ad displays for these specific audiences.
  4. Install a pixel: Use the Meta pixel to track conversions and re-target users who have already interacted with your brand.

Are Advantage+ Shopping campaigns better than a manual campaign setup?

When it comes to online advertising, the choice between Advantage+ Shopping campaigns and manual campaign setups often depends on your specific needs and circumstances. Both have their strengths and potential drawbacks. 

ASC are particularly beneficial for the following groups:

  1. Small businesses: These campaigns are beneficial for small businesses that want to maximize their advertising impact with limited resources.
  2. Time-constrained marketers: If you’re looking for a time-saving solution that automates campaign setup and management, Advantage+ Shopping campaigns would be a good fit.
  3. E-commerce businesses: These campaigns are particularly beneficial for e-commerce businesses as they can showcase their products directly in the search results, making it easier for potential customers to find and purchase their products.
  4. Businesses with large inventory: Businesses can use these campaigns to manage a large inventory of products, effectively showcasing each item to the right audience, thereby maximizing visibility and potential sales. 

On the other hand, manual campaign setups are more suitable for those who prefer having full control over their campaign parameters and are willing to invest time in manual optimization.


In conclusion, while Advantage+ shopping campaigns offer a remarkable range of benefits, they also have their limitations. Luckily, there are tools in the market that can close this gap. 

By incorporating Madgicx’s targeting tools into your Facebook ads e-commerce strategy, you can overcome these limitations and ensure that your campaigns are as effective and efficient as possible. 

So, now that you know what the Advantage+ shopping campaign pros and cons are, are Advantage+ shopping campaigns a good fit for you?

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Feb 6, 2024
Feb 6, 2024
Annette Nyembe

Digital copywriter with a passion for sculpting words that resonate in a digital age.

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