Some advertisers have had it for a while. Others are finally getting it.
We first started seeing the Advantage+ Campaign setup in February. But it now appears to be official with the global rollout of Opportunity Score.
How it Works
This new streamlined campaign setup applies to the Sales, Leads, and App Promotion objectives. You no longer get two options before the campaign is created.
This is especially important for Sales campaigns, where Advantage+ Shopping is no more. It’s unclear how long your current Advantage+ Shopping Campaigns will work, but you won’t be able to create new ones.
The new setup is going to create confusion because it looks a whole lot different. Advantage+ will be activated by default, which means…
1. Advantage Campaign Budget
2. Advantage+ Audience
3. Advantage+ Placements
You’ll start with a Campaign Score of 100 with all Advantage+ settings applied. Most customizations will lower your score.
Likely Confusion
The biggest confusion will be around targeting. Gone is terminology like…
- Original Audiences
- Advantage Custom Audience
- Advantage Lookalike
- Advantage Detailed Targeting
This is actually a good thing, and it’s a change I’ve long predicted. The terms are gone, but functionality remains the same. Any ability you had to limit your audience before will remain. It will just look different.
This Change is a Good one
The redesign was necessary since Meta has piled change on top of change on top of change during the past several years. Some simplicity was necessary.
Have no fear, this change is a good one.
