Inspiration
December 20, 2022
Advantage+ shopping campaigns continues to boost performance for advertisers this holiday season
By Marne Levine, Chief Business Officer
At Meta, we're focused on building products to help businesses connect with their customers and grow their business. We know this is especially important for advertisers during the holiday shopping season given that on average 19% of total retail sales in the US take place over the holidays.1 When we talk to advertisers, they tell us that they need to save time and get a strong return on investment. That is especially true during the holiday shopping season with daily promotions and increased competition for customers’ time and attention.
That’s why we've been focused on leveraging AI to help businesses save time on our platform and get better results. In August we rolled out Advantage+ shopping campaigns – an AI-powered ads product that automates and simplifies the process for creating advertising campaigns and helps deliver more relevant ads to people. In just a few steps, an advertiser sets their business objective, target country, advertising creative, and budget. After that, they let our AI systems do the rest: optimizing to find the right person, with the right message, and at the right time to deliver a strong ROI. By leveraging AI and automation, it helps advertisers get smarter – faster – on which campaigns are driving results.
While it has only been about four months since we first launched the product, we've already seen pretty impressive results and quickly expanded the product initially built for ecommerce and retailers to a wide range of verticals including consumer packaged goods (CPG) and entertainment advertisers. In a recent test with 31 advertisers, we found that on average Advantage+ shopping campaigns improved cost per acquisition (CPA) by 17% and return on ad spend (ROAS) by 32% compared to business-as-usual only campaigns.2
We're glad to see them use Advantage+ shopping campaigns to automate, learn and optimize their ad campaigns more quickly and effectively. Just look at these results from businesses like True Classic, Hollister, Wolverine Boots and Hydrow3 :
- True Classic: With Advantage+ shopping campaigns making up ~40% of total spend during this Black Friday and Cyber Monday, the rapidly growing men’s apparel line saw 25.6% lift in return-on-ad-spend compared to True Classic’s second and third highest existing campaigns.
- Hollister: In September, Hollister was one of the first brands to test the impact of Advantage+ shopping campaigns across their website and in-store to measure omni-channel outcomes that resulted in a 17% improved return-on-ad-spend, as well as a 9% lower cost-per purchase. This steered them to allocate a majority of their total Black Friday and Cyber Monday lower funnel investment to Advantage+ shopping campaigns this holiday that led to their strongest performance on Facebook and Instagram in years.
- Wolverine Boots: A storied brand of nearly 140 years, in the lead up to holiday, tested Advantage+ shopping campaigns which drove 38% lower cost per purchases and 57% higher return on ad spend. These strong improvements led them to shift 100% of their spend to Advantage+ shopping campaigns this Black Friday and Cyber Monday and resulted in 55% lower CPM compared to the same period last year, as well as improved return-on-ad-spend efficiencies this season.
- Hydrow: With more than half of their November Meta investment allocated to Advantage+ shopping campaigns, the at-home rowing experience company saw 55% decrease in cost per purchase for prospecting compared to last Black Friday in 2021.
Advantage+ shopping campaigns is just one of the newest products we've launched under Meta Advantage Ad Suite that uses automation, AI, and machine learning-fueled discovery to help advertisers make their ad dollars go further. We’re optimistic about the impact that AI-powered ad products can have and we’ll continue to invest in building more tools to help businesses get the best return on their investment.
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