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NOW ONSo a few days ago, I got a very interesting email from Meta, and I wanted to share it with you. Now, they are claiming that with a simple tweak to your Facebook ad campaigns, you can get 133% better results on average, which sounds amazing. But I think there's some really important nuance being lost here. So in this video, I'm going to explain what Meta are recommending we do and whether or not you should actually do it.
Okay, so this is the email that came through from Meta. The subject line was 'Winning Ad Start with this Optimization,' which I thought was pretty punchy to begin with, which is interesting. And then right at the top of the email here, they've got Advantage Plus placements. That's what they're talking about here. And they're saying, 'Improve ad performance with Advantage Plus placements.' You see, here, small businesses who used Advantage Plus placements or six plus placements in their campaigns achieved a 133% lower cost per action (CPA) on average compared to campaigns that didn't.
For anyone that's not familiar, Advantage Plus placements is just all the placement options. So when you create your Facebook ad campaign, it's saying, 'Look, Meta, I'm happy to put it on Facebook, Instagram feeds, stories, reals, Audience Network, everywhere that you've got as a placement option and that you can think to put on the platforms where ads do appear. I'm happy for you to go ahead and do that and put them all over the place.' And over time, they've been pushing advertisers more and more towards this.
But does that help your business? Not really, because there's a reason why those link clicks are cheaper. It's because they're lower quality and less likely to convert. But that's all factored into this number here. That's factored into the 133%. And of course, if you were to take your traffic campaign, let's say, and switch it from just advertising on feeds, let's assume you're using manual placement just advertising on feeds, and then go with Advantage Plus placements and advertise everywhere, you are absolutely going to see a significant decrease in your cost per link click.
But if you are not using a conversion-based campaign objective, so use engagement traffic awareness, it is very important that you don't use Advantage Plus placements for the exact reasons that we described. You need to use manual placements, and I would recommend that you limit it to the highest quality placements like feeds, stories, and reals.
Q: What is Advantage Plus Placements according to Meta's recommendation?
A: Advantage Plus Placements is a strategy recommended by Meta where advertisers use all available placement options (such as Facebook, Instagram feeds, stories, reals, Audience Network, etc.) in their ad campaigns to potentially achieve better results.
Q: What improvement percentage does Meta claim can be achieved by using Advantage Plus Placements?
A: Meta claims that by using Advantage Plus Placements or six plus placements in campaigns, advertisers can achieve a 133% lower cost per action (CPA) on average compared to campaigns that don't utilize such placements.
Q: Does using Advantage Plus Placements necessarily lead to better ad performance?
A: Using Advantage Plus Placements may lower the cost per action, but it may not always result in better performance as the lower cost could be attributed to lower quality placements that are less likely to convert.
Q: When should advertisers avoid using Advantage Plus Placements as per the recommendation?
A: Advertisers should avoid using Advantage Plus Placements if they are not using a conversion-based campaign objective (e.g., engagement, traffic awareness) as these placements may not yield the desired results. In such cases, manual placements focusing on high-quality options like feeds, stories, and reals are recommended.