People at the center of planning even when we talk about digital advertising.
Even in the advertising field, people are at the center of our projects, but it’s not just us who think so. The largest companies in the world have the same focus: Google and Meta have created new technological solutions to automatically optimize advertising campaigns based on the people who see them and interact with them.
After Google’s Max Performance (if you want to know more, read our article on the subject) and the enthusiasm for Chat GPT, Meta is also focusing on the complete automation of its campaigns with Advantage+ Shopping, “an automated portfolio solution for performance marketers”.
With this campaign, currently optimized for the “purchase” conversion only, Meta automates all the targeting, optimization and creative settings, with the aim of showing the right ad to the right person.
Setting up the campaign (there is no ad group) is elementary: just create a campaign with the “sales” objective and choose “Advantage+ shopping campaign”.
In the next step you need to indicate:
The pre-set and mandatory bid strategy is “lower cost”.
There will be three fundamental pillars of the advertising activity:
We can, or rather we must, first of all offer this new type to more online customers (e-commerce with at least 30-50 conversions per month) and test, test, test. How to do it best?
As always, we are driven by results.
In the latest Meta webinar, 31 brands tried the Alpha version of these campaigns and found -17% CPA and +32% return on ad spend (source analysis by Meta August-September 2022).
From our tests at the beginning of 2023 we recorded good results, which led us to suspend the “old campaigns” and dedicate ourselves to optimizing the new Advantage+ Shopping. Here are some data.
In the sports sector with campaigns in Italy:
In the accessories sector, EMEA+USA campaigns generated the following results:
On the latter, excluding the Italian market, where we have tests still in progress, the increase in ROI was 27% and the decrease in CPA was 7%.
Optimization is therefore welcome but we must not forget to dedicate the right time to the strategy and care of the information we give as input to the “machines”. In order not to feel overwhelmed by all this automation, I’ll end with a sentence I read on LinkedIn:
“Dear GPT Chat,
Thank you for demonstrating that good copy is the answer to a good brief.”
People therefore do not lose importance: they remain the focus, both in our strategic activities and in the optimization of adv campaigns, which will increasingly have the goal of reaching the right people for that message, interested in that type of product. Because satisfying their needs remains our goal.