🔪🩸 Are your Advantage+ campaigns killing your account?
Why it may finally be time to move away from Meta’s ASC setup
Estimated read time: 3 min, 49 sec
In this week’s letter 📨:
🤔 Should you move away from Adv+ campaigns?
🚀 30% higher ROAS in 2 months? See how Yevu did it.
👀 A conversion hack so easy it’s almost stupid.
🍳 #FeaturedAd - Our Place
🍃 #BrandedCatalog Spotlight - Couleur Nature
🆕 What’s Up @Socioh
Advantage+ Campaigns Slowing Down? Distribute Your Spend
We’ve talked about Meta’s Advantage+ Shopping campaigns on several occasions.
From being advertiser favorites last year to this year’s best practices, these campaigns have remained relevant.
But are the gains from them slowing down?
Quite a few marketing experts seem to be saying so:
Update: things are not looking good for ASC 👀
Cell 1 (segmented Conversion campaigns) is beating out both ASC cells, with a 30% higher ROAS than Cell 3.
Statistically there is no hope for Single ASC at this point, and the window is closing for segmented ASCs to overtake BAU... twitter.com/i/web/status/1…
— Luke Austin (@itslukeaustin)
Jul 3, 2023
Some are even suggesting that over time, ASC will kill your account if not balanced right.
While we’re not sure about ‘kill’, but we’re seeing our regular prospecting ads do better than ASC in most accounts for the 4th of July promotions.
Here’s a considered tweet that tries to understand why this may be:
I’m helping run this test and I have an assumption of why ASC is losing. I don’t like making up reasons without data behind it, but here are my thoughts… Idk where people get this info, but ive noticed many ppl say that ASC targets warmer users (essentially somewhat of a… twitter.com/i/web/status/1…
— Max Rosewater (@max_rosewater)
Jul 4, 2023
Meta’s ASC targets warm audiences in other brands’ funnels
They tend to fatigue faster than BAU (business-as-usual) campaigns
However, they can do very well in accounts with lower spends, especially when first launched
So what should you do?
Since Meta does not provide any documentation for its ASC campaign, it is hard to know exactly how they work.
However, if the Advantage+ campaigns have slowed in your account, it is best to move budgets away from them and distribute the budget across retargeting and prospecting.
Just getting started with ads? Here’s a quick campaign structure you can use.
How YEVU Clothing Increased Its ROAS 30% Using Catalogs
With high customer acquisition costs and the need to scale, Yevu needed a tool well-suited for eCommerce.
But the apparel brand’s unique visual identity, reflected in its big, bold prints and relaxed yet unusual silhouettes, presented a unique challenge.
Not only did the brand need fun, topical creatives in line with its visual identity, but it also needed consistent results.
This is where Socioh’s Branded Catalogs came in.
Learn more about how the brand shifted 40% of its ad spend on catalog ads and increased its ROAS by 30% in just 2 months.
P.S. Their catalog ads are super fun. Check out the case study here:
This Hack For Your Product Pages Will Increase Your Sales
Sometimes, things seem so simple, it’s almost stupid they work.
Here’s a simple hack that can help you improve your conversion rate on your product pages:
This stupid change on the product page SKYROCKET the conversion rate
On average we see an EXTRA 1-2% per brand
— Daan Kroon (@DaanEcom)
Jul 3, 2023
Don’t believe us?
Try it out for yourself.
P.S. Don’t forget to add urgency to the free item (and actually implement it or your shoppers will catch on).
#FeaturedAd - Our Place
Brand: Our Place
Category: Home Goods
Format: Video (Story)
WHY IT WORKS:
What’s better than a single image ad highlighting your product’s top feature(s)?
Using a video so your shoppers can see them for themselves.
In this ad, Our Place does just that with their ‘new Always Pan 2.0’ non-stick pan.
Not only do we see the pan being used to saute veggies, but we also see it going in, handle and everything, into the oven to finish off a lasagna.
Now there’s a wow moment. And no, we wouldn’t have believed it had we not seen it for ourselves!
Want more ideas? See this ad and 1000s of others in Socioh’s ad library.
P.S. We add new ads every week. Pictured above are the most recent additions to Socioh’s ad library.
#BrandedCatalog Spotlight - Couleur Nature
Brand: Couleur Nature
Category: Home Furnishings
Template type: Frame with discount code
WHY IT WORKS:
The catalog uses a simple floral frame with a discount coupon to draw attention.
Images are fitted into a container box to ensure that products of different dimensions do not interfere with the layout of the catalog.
The addition of the logo helps improve brand recall.
Easily upload your own assets and frames to your catalogs. Get started here.
What’s Up @Socioh
Have distinct categories and personas in your store?
General or broad retargeting may not work in that case. So what should you do?
Use Socioh’s ready-to-use Category Retargeting campaign and use category-specific creatives. Now repeat for all relevant categories and you’re all set. Here’s everything you need to know about why this is a great campaign to run and how to set it up.
P.S. Use this campaign if you have enough traffic to segment your retargeting audiences.
Need help? Reach out to us on Twitter and we’ll help you with the best campaigns for your store.
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