Advantage+ Shopping is a broad-scope campaign introduced by Meta. Unlike lead generation, it limits specific audience targeting.
For standard Conversion campaigns, broad targeting is recommended for eCommerce. Given that pixel data and revenues are visible, excluding recent purchasers, it's advised to let the system find new customers.
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In Conversion campaigns, prioritize e-commerce goals in the order of purchases, cart adds, and clicks. The recommendation is to focus on purchase conversion as the ideal scenario, leveraging Meta's powerful algorithms to obtain the desired results.
E-commerce campaigns typically use a 7-day click attribution model, allowing for a more accurate understanding of the customer's journey. This timeframe is suitable for products that require more thoughtful purchase decisions.
Diversify ad creatives to maintain freshness and avoid stagnation. Consider various asset types such as images, videos, reviews, testimonials, and dynamic content. Utilize tools like Marpipe and Socioh for visually appealing catalog creatives.
Regularly test new creatives to identify winning ads. The frequency of testing depends on the budget and the amount of traffic flowing through the ads. Bigger budgets allow more frequent testing.
Establish a consistent ad naming convention for easy tracking and reporting. This convention helps analyze the performance of different creative types, such as images versus videos, reviews, and influencer content.