How to use Advantage Plus campaigns to scale your business on Facebook

Advantage Shopping is an increasingly popular tool promoted by Facebook and marketing experts. The tool can make Facebook ad account results appear more attractive, but it may not necessarily improve the bottom line for a business. Advantage Shopping campaigns differ from normal campaigns in that they prioritize showing ads to people based on where they are in their customer journey, not necessarily what they want to see. This can create ad fatigue and harm the end-user experience, leading to a deterioration of the relationship with Facebook as a business partner.

Additionally, using Advantage Plus or Shopping campaigns exclusively can also limit your ability to test and optimize your ad campaigns. Since these campaigns are more aggressive at showing ads to people who are already in the funnel, you may miss out on potential new audiences that could be interested in your product or service. By only targeting people who have already shown some level of interest, you may not be able to identify nearly as many new audiences that could be just as valuable to your business. This focus on extracting as much value as possible from existing funnel customers can impede growth by not filling the funnel and increasing competition within your own marketing ecosystem, for the same individuals.

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