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{"id":548,"date":"2024-03-22T12:00:00","date_gmt":"2024-03-22T12:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/meta-advertising-best-practices-392349\/"},"modified":"2024-03-22T12:00:00","modified_gmt":"2024-03-22T12:00:00","slug":"meta-advertising-best-practices-392349","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/meta-advertising-best-practices-392349\/","title":{"rendered":"Meta advertising: 5 best practices for 2024"},"content":{"rendered":"

Whether you call it AI, automation, machine learning or similar terms, PPC<\/a> ad platforms are embracing and standardizing it. This is particularly true across Meta platforms.<\/p>\n

With its recent rebranding of automated ad products under the Advantage and Advantage+ suite of tools, Meta is encouraging advertisers to turn over the keys to AI in almost every facet of campaign management, from budgeting to creative development.<\/p>\n

As a result, automation and Advantage+ will feature heavily as we discuss the best practices for advertising on the Meta platform in 2024.<\/p>\n

With these recommendations, I hope to arm you with the fundamentals for embracing AI strategically while setting up your campaigns to grow and scale without ceding control of everything to automation.<\/p>\n

1. <\/strong>Simplify your account structure<\/h2>\n
Maximizing Meta advertising efficiency starts with setting up your campaigns to allow for optimal growth and budget distribution. This means creating fewer campaigns and leaning into an Advantage campaign budget (formerly known as Campaign Budget Optimization).<\/p>\n
A more simplified and optimal account structure begins with consolidating all campaigns with the same objective and conversion event into one campaign. Instead of multiple campaigns with the same goal, use one campaign with multiple ad sets.<\/p>\n
This will help overall efficiency by reducing overlap within the auction. It also allocates your budget toward the ad sets that have the best chance of driving lower cost per action (CPA) and higher volume.<\/p>\n
This strategy hinges on toggling Advantage campaign budget, automatically allocating spend across ad sets based on performance. Advantage campaign budget reduces manual budget guesswork. It also keeps CPAs efficient by spending your marketing budget where it will do the most good.<\/p>\n
There is one potential exception to this simplified campaign structure that could merit an exception to this recommendation. Consider whether you’re prospecting or retargeting.<\/p>\n
If you have prospecting ad sets (with large audiences) in the same campaign as retargeting audiences (with small ad sets), Meta could spend too little on retargeting. Breaking your retargeting audiences into a separate campaign is advisable. But it’s only necessary if you have a strong business reason for spending a set amount on retargeting audiences<\/p>\n
2. Test Meta Advantage+ audience<\/h2>\n
One of the biggest changes to Meta advertising best practices over the past 18 months has been the viability of broader audiences. To that end, Meta has made the new Advantage+ audience product the default option for new ad sets created.<\/p>\n
But what is it, exactly?<\/p>\n
Think of Advantage+ Audience as an AI-powered dynamic audience that changes who it delivers ads to based on performance. Instead of using fixed targeting (interests, behaviors, demographics), where Meta will only<\/strong> target people in certain categories, Advantage+ Audience broadens and changes your audience based on your goal.<\/p>\n
Advantage+ Audience is divided into two sections: Audience controls (must-haves) and Audience suggestion (optional).<\/p>\n
$\"Advantage+$ $\"Advantage+$ <\/figure>\n\n
Audience controls<\/strong> let you input any targeting that must<\/em> define your audience. This is limited to location, age, language and any custom audiences you’d like to exclude<\/li>\n
Audience suggestion<\/strong> lets you add standard Meta targeting criteria such as interests and behaviors. The difference here is that Meta will not necessarily target only<\/em> these segments. You’re giving Meta guidance instead of requirements.<\/li>\n<\/ul>\n
I’ve been using Advantage+ audience since its release. I believe it’s a powerful option that can help you drive better results overall.<\/p>\n
However, I recommend testing it in a campaign alongside a separate audience built using your original detailed targeting options. You can also include a conversion-based lookalike audience, as this audience type has made a surprising comeback in terms of viability.<\/p>\n
Having multiple audiences under a unified campaign using Advantage campaign budget will drive efficiency and better scaling potential.<\/p>\n
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