In this multiple-part series, we’re highlighting how you can become a savvier Meta marketer by minimizing cost and maximizing results.
In this second article, we explain why an Advantage+ Shopping hack is just what you need to generate more leads.
What is Advantage+ Shopping?
Advantage+ is a Meta Ads campaign type that uses machine learning to find and create audiences. Initially, Meta created Advantage+ only for e-commerce and retail. And, until recently, you could only optimize to purchase events. Those were early days when the tool was limited and it didn’t seem like the best investment for other advertising goals.
That Was Then, This Is Now
Now, Meta’s working on a product that’ll cross over into lead generation. Granted, it’s still in development. In the meantime, there’s a hack for that!
To make Advantage+ work for your shopping campaigns, make a copy of your lead event and call it a purchase, and the Advantage+ algorithm will optimize to it. With this simple hack, you’ll generally see lower-cost, good-quality leads–and that’s a win all around!
Pro tip: Pass the values of your lead events and call them purchase events. This will train the algorithm to find better-quality leads.
Stay tuned for more tips to fine-tune your advertising campaigns. Next up: Consolidate Your Campaigns. And if you missed the first article in the series, check out Get More from Your Meta Money, Part 1: Consolidate Your Audiences.
Need help becoming a better Meta marketer? Consider having Playbook Media’s experts do all the heavy lifting.
